| 装备制造业对立分异品牌策略研究 |
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| 引用本文： | 马晓云. 装备制造业对立分异品牌策略研究[J]. 山东商业职业技术学院学报, 2009, 9(5): 1-5,11 |
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| 作者姓名： | 马晓云 |
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| 作者单位： | 宁夏大学经济管理学院,银川,750001 |
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| 基金项目： | 宁夏自治区科技攻关项目2008年软科学计划项目“宁夏机床制造业资本类品牌模式与应用研究”成果之一 |
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| 摘 要： | 现阶段,我国装备制造业在参与国际竞争与分工中,一直在产业链中处于低附加价值的低端。但是一个只拥有500名员工的中国企业,在国际竞争中打破垄断,演绎了蚂蚁与大象的传奇。为探其缘由,本文由装备制造业上、下游的产业链分析入手,论证了企业要想实现利益最大化,＂品牌＂是一个非常重要的局限条件。如何实现这一局限条件呢？以沈阳高压成套开关有限公司为例,从理论上验证＂品类的对立分异＂模型是建立品牌的关键,并对此模型做出相应的拓展分析。
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| 关 键 词： | 选择成本 品类 品牌信用 利益点 对立分异策略 |
Study on the Brand Strategy of Opposition Differentiation of the Independent Innovation of Equipment Manufacturing Industry |
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| MA Xiao-yun. Study on the Brand Strategy of Opposition Differentiation of the Independent Innovation of Equipment Manufacturing Industry[J]. Journal of Shandong Institute of Commerce and Technology, 2009, 9(5): 1-5,11 |
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| Authors: | MA Xiao-yun |
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| Affiliation: | School of Economics & Management;Ningxia University;Yinchuan;Ningxia 750001;China |
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| Abstract: | At the present stage,Chinese equipment manufacturing industry participates in the international competition and the division that has been in the low value added in the industrial chain.But only a 500-staff's Chinese Enterprises has broken the monopoly in the international competition.It has deducted the ant and elephant's legend.In order to search its reason,this article analyses industrial chain of the equipment manufacturing industry to prove if enterprise wants to realize the benefit maximization,"the b... |
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| Keywords: | costs of choice category brand credit benefit point strategy of opposition differentiation |
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