论文部分内容阅读
当前情境下,本土企业进行品牌转型已成必然趋势。品牌管理的本质在于对存在于消费者心智中的品牌形象进行管理,因而从形象视角进行品牌管理是品牌转型的有效途径。基于形象视角的管理理念,企业品牌转型应该采取转变经营理念、建立专业品牌管理团队、建立形象管理系统、重视消费者沟通等策略。
Under the current circumstances, local enterprises have become the inevitable trend of brand transformation. The essence of brand management lies in the management of the brand image existing in the minds of consumers. Therefore, brand management from an image perspective is an effective way to brand transformation. Based on the management concept of image perspective, the enterprise brand transformation should adopt the strategy of changing business philosophy, establishing a professional brand management team, establishing an image management system and paying attention to consumer communication.