品牌创建和管理——以江中集团为例.pdfVIP

摘要 “对于一个公司而言，公司的进展是至关重要的，这就与公司推出的产品息息相关，然而现如今 只靠产品来维持 业的进展是不够的，还需要品牌作为内核来支撑 业的稳健进展”。现如今一个 业若想在市场竞争日益激烈的现状下夺得竞争优势，在行业中取得一席之地，光靠产品是无法达 成的，现在 业所竞争的核心因素在于是否能建立蕴含丰富内涵的公司品牌，只有将产品汇聚成品 牌，产生一定的品牌效应才能促使公司进一步的进展。同时对于个别 业而言，产品品牌不能一成 不变，例如医药等健康行业。这是因为在互联网高度发达的现在，多数的消费者的消费习惯产生了 不同以前的改变，原有的品牌内容形式等已经无法 足现在消费者的消费思维了。通过品牌的重要 性论述和当前现状来看，这些总结性的品牌创建和运营理论对江中集团等 业的品牌产略实施打 算有很强的借鉴意义。 关键词 江中集团 品牌创建 品牌治理 品牌战略 Abstract The development of the company lies in the promotion of its products, and the decision of the companys value and its market lies in the brand. The era of maintaining the companys destiny with products has ceased to exist. Today, such rapid development makes the product no longer competitive. Focus, effective and motivated division management is working to promote ordinary products to brands, because it is the brands market position rather than the product determines whether the company can succeed, the brand battle will become the main battlefield of the future. Consumer consumption patterns and consumer thinking have changed in the new Internet era. For the pharmaceutical industry and the big health industry, it is necessary to reconstruct the content, methods, and techniques of brand communication. The creation and management of brand communication is also a process of continuous innovation in the ecology of the pharmaceutical industry. Therefore, combining the characteristics of the times with the actual operation of enterprises to explore the creation and management of corporate brands has important practical significance for the practice of corporate brand strategy including Jiangzhong Group. KEY WORD ： Jiangzhong Gro