企业经济
企業經濟
기업경제
Enterprise Economy
2011年
9期
73~75
,共null页
假洋品牌 消费心理 品牌营销
假洋品牌 消費心理 品牌營銷
가양품패 소비심리 품패영소
fake foreign brand; consumptive psychology; brand marketing
本文从消费心理学以及当代中国特色市场经济条件下中小型企业发展的角度,分析了＂假洋品牌＂现象萌发的前因后果;以欧典地板被揭发为＂假洋品牌＂等案例说明＂假洋品牌＂对企业发展的危害性,阐述了＂假洋品牌＂现象终将消亡的观点;对现存的＂假洋品牌＂企业从宣传、营销等多个角度探讨了其转型的发展方向,为国内中小型企业创业者提出了一些参考意见。
本文從消費心理學以及噹代中國特色市場經濟條件下中小型企業髮展的角度,分析瞭＂假洋品牌＂現象萌髮的前因後果;以歐典地闆被揭髮為＂假洋品牌＂等案例說明＂假洋品牌＂對企業髮展的危害性,闡述瞭＂假洋品牌＂現象終將消亡的觀點;對現存的＂假洋品牌＂企業從宣傳、營銷等多箇角度探討瞭其轉型的髮展方嚮,為國內中小型企業創業者提齣瞭一些參攷意見。
본문종소비심이학이급당대중국특색시장경제조건하중소형기업발전적각도,분석료＂가양품패＂현상맹발적전인후과;이구전지판피게발위＂가양품패＂등안례설명＂가양품패＂대기업발전적위해성,천술료＂가양품패＂현상종장소망적관점;대현존적＂가양품패＂기업종선전、영소등다개각도탐토료기전형적발전방향,위국내중소형기업창업자제출료일사삼고의견。
From the perspectives of consumptive psychology and development of small and medium-sized enterprises under the condition of contemporary Chinese special market economy,this paper analyzes the advent of causes and effects of fake foreign brands,takes the case of fake European classic floor board to demonstrate the harmfulness of fake foreign brand to enterprise development,and elaborates the opinion that the phenomenon of fake foreign brands will eventually disappear.The paper discusses the development direction of existing fake foreign brand enterprises from the perspectives of propaganda and marketing and so on,and provides the entrepreneurs of small and medium-sized enterprises with some reference suggestions.
