企业经济
企業經濟
기업경제
Enterprise Economy
2013年
12期
56~59
,共null页
品牌偏好 新创企业 品牌策略 品牌建设 创业
品牌偏好 新創企業 品牌策略 品牌建設 創業
품패편호 신창기업 품패책략 품패건설 창업
brand preference; new venture; brand strategy; brand construction; entrepreneurship
品牌是一种蕴含丰富内容的差异化象征，从一定意义上来讲，品牌是企业和消费者共同作用的结果。品牌偏好源于消费者对品牌的认知产生的好感和信任，这种好感和信任是通过企业建设高质量的品牌关系和带给消费者的美好体验产生的，这一切须以企业精准的品牌形象定位为基础，企业的品牌形象定位应使品牌个性与消费者自我概念相一致。新创企业由于各种因素限制，其品牌偏好的构建需要在遵循一般的品牌偏好构建逻辑思路的基础上，创新品牌偏好构建策略，以更高的效率和更好的效果突出重围，使企业品牌脱颖而出。
品牌是一種蘊含豐富內容的差異化象徵，從一定意義上來講，品牌是企業和消費者共同作用的結果。品牌偏好源于消費者對品牌的認知產生的好感和信任，這種好感和信任是通過企業建設高質量的品牌關繫和帶給消費者的美好體驗產生的，這一切鬚以企業精準的品牌形象定位為基礎，企業的品牌形象定位應使品牌箇性與消費者自我概唸相一緻。新創企業由于各種因素限製，其品牌偏好的構建需要在遵循一般的品牌偏好構建邏輯思路的基礎上，創新品牌偏好構建策略，以更高的效率和更好的效果突齣重圍，使企業品牌脫穎而齣。
품패시일충온함봉부내용적차이화상정，종일정의의상래강，품패시기업화소비자공동작용적결과。품패편호원우소비자대품패적인지산생적호감화신임，저충호감화신임시통과기업건설고질량적품패관계화대급소비자적미호체험산생적，저일절수이기업정준적품패형상정위위기출，기업적품패형상정위응사품패개성여소비자자아개념상일치。신창기업유우각충인소한제，기품패편호적구건수요재준순일반적품패편호구건라집사로적기출상，창신품패편호구건책략，이경고적효솔화경호적효과돌출중위，사기업품패탈영이출。
A brand of an enterprise is a symbol with a lot of senses which is different from other companies. In a sense, the brand is the result of joint action of consumer and enterprise. Brand preference comes from favorable impressions and beliefs of consumers generated from brand perception. The favorable impressions and beliefs of the consumers are the results of building good brand relationship and giving the consumers satisfying experience by enterprises. All the above must be based on accurate brand image positioning, which must be consistent with the self-conceptian of the enterprise＇ s consumers. There are so many lim- itations in the course of a new venture＇ s brand construction. Therefore, a new venture needs a lot of innovative strategies in order to build its brand preferences with more efficiencies and better results so as to make its brand stand out from the crowd.
