现代社会,品牌作为企业巨大的无形资产,其重要性往往超过货币、技术、人力资本、土地等战略要素。现代企业的竞争,从一定意义来说,已成为品牌之间的竞争。最近,以模仿强势品牌为主要特征的山寨品牌掀起了空前绝后的山寨热潮。此时,“山寨”一词现已经开始有了特殊的社会意义。与主流文化公开叫板、背道而驰似乎成为“山寨文化”的特征。“山寨” In modern society, as an immense intangible asset of a corporation, the brand often outweighs the strategic elements of currency, technology, human capital and land. In a certain sense, the competition of modern enterprises has become the competition among brands. Recently, the imitation of a strong brand as the main feature of the cottage brand set off an unprecedented cottage craze. At this point, the word “cottage” is now beginning to have a special social significance. In contrast to the mainstream culture, it runs counter to the spirit of “cottage culture.” “Copycat”