【作者】 潘劲；

【导师】 白玉；

【作者基本信息】 武汉理工大学 ， 企业管理， 2002， 硕士

【摘要】 随着人们生活水平不断提高，吃名牌、穿名牌和用名牌已成为一种消费 时尚，为适应这种消费倾向，求得自身的生存和发展，越来越多的企业将竞 争的重点放在创立名牌产品上。近年来，国外洋名牌的大量进入，对我国民 族工业构成极大威胁，进一步增强了我国企业的忧患意识和创立国产名牌的 紧迫性。如何在借鉴国外企业成功经验的基础上，依靠自身努力创立出深受 消费者欢迎的名牌产品，是我国很多企业面临的重要课题。 本文作者依据所学管理学专业知识，结合工作实际经验，论述了创立 名牌产品对企业生存发展和对我国民族工业振兴的双重重要性。在此基础 上，试图结合大量的商战实例，总结归纳出创立名牌产品的一些基本策略和 方法，并希望这些策略、方法对矢志于创立中国名牌的企业家们有所裨益。 全文共分四部分。第一章至第二章讨论了商标的概念、分类和作用；名 牌的含义、效应和附加值；强调名牌产品对转变经济增长方式和振兴民族经 济的重要性；论述了企业创名牌的主角地位和政府的作用；名牌产品的定位 和广告宣传策略；第三章至第四章重点放在名牌产品的进攻及防御和市场经 营方面。更多还原

【Abstract】 For the purpose of making its product to be well known,firstly,an enterprise must make a good understanding of the mechanism of a successful product. As long as the function effect and added value of famous product were fully recognized,its importance would be firmly believed.Secondly,the relation between an enterprise and government must be rightly dealt,an enterprise also needs a support from government though it is the enterprise that leads reating-famous product movement".Thirdly,the science and technology’s rapid development and the advanced production means cause qualities,prices and functions of products to be similar to one another. If an enterprise must let its product be a winner in market competition,it should make efforts to distinguish itself from the competitors. For this,it has to implement appropriate product positioning strategies.Fourthly,an enterprise has to make an attack at its competitor or defense to be attacked in competition,therefore,each enterprise must plan the practical attack-defense strategy according to its target resources and environment.Fifthly,a fine quality is the basis of a successful product,or else it would not become a real famous product,thus,every enterprise that wants its own product to be famous,must gives more attention to product quality,including both inherent quality and marketable quality.Finally, a famous product needs intensive advertisement support,developing effective advertising strategies are necessary. An enterprise could get twice the result with half the effort on condition that it both observes the famous product-advertisement principles and utilizes the practicable and creative advertising strategies.更多还原