| 构建品牌差别优势提升品牌竞争力 |
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| 引用本文： | 杨伟文,柳立君.构建品牌差别优势提升品牌竞争力[J].巢湖学院学报,2008,10(1):27-32. |
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| 作者姓名： | 杨伟文 柳立君 |
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| 作者单位： | 中南大学商学院,湖南,长沙,420083 |
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| 摘 要： | 从对竞争力的经济学解释出发,分析了竞争力产生的条件和品牌竞争力的内涵。通过对豪泰林模型的分析指出顾客可感知的品牌差别优势是品牌竞争力产生的源泉,并在此基础上提出了品牌竞争力的提升途径。
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| 关 键 词： | 竞争力 品牌竞争力 品牌差别化优势 豪泰林模型 |
| 文章编号： | 1672-2868（2008）01-0027-06 |
| 收稿时间： | 2007-08-23 |
| 修稿时间： | 2007年8月23日 |
STRUCTURING BRAND DIFFERENCE ADVANTAGE TO LIFT BRAND COMPETITIVENESS |
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| YANG Wei-wen,LIU Li-jun.STRUCTURING BRAND DIFFERENCE ADVANTAGE TO LIFT BRAND COMPETITIVENESS[J].Chaohu College Journal,2008,10(1):27-32. |
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| Authors: | YANG Wei-wen LIU Li-jun |
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| Abstract: | According to the explanation of the competitiveness in economics,this paper has analyzed the condition which the competitiveness is produced and the connotation of brand competitiveness.Through the Hoteling model analyzing,it points out brand difference advantage which customer can perceive is the fountainhead which produces brand competitiveness.Based on the analysis,it proposes ways to lift brand competitiveness. |
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| Keywords: | competitiveness brand competitiveness brand difference advantage Hotelling model |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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