我国高端消费品的品牌创新与策略

发布时间：2018-06-28 10:43

本文选题：高端消费品 + 品牌　；参考：《企业经济》2015年07期

【摘要】：品牌的创新是指将品牌的不同要素进行组合,使品牌为企业带来更多的附加值。而高端消费品的高价格、高品质、高附加值、独特、稀缺性等特点决定了高端消费品为消费者带来的无形价值——品牌资产要比其有形价值——实用功能高出好几倍。所以,品牌的创新对于高端消费品来说尤其重要。目前我国高端消费品品牌大都模仿国外高端消费品品牌,缺乏自主创新,导致我国高端消费品外流现象极为严重。为了解决这一问题,高端消费品企业可以从产品创新、品牌战略创新、销售渠道创新等几方面来对品牌要素进行重新组合,实现品牌的创新,为企业带来高附加值。
[Abstract]:Brand innovation refers to the combination of different elements of the brand, so that the brand brings more added value to the enterprise. The high price, high quality, high added value, unique and scarcity of high-end consumer goods determine that the intangible value-brand equity of high-end consumer goods is several times higher than its tangible value-practical function. Therefore, brand innovation is particularly important for high-end consumer goods. At present, most of our country's high-end consumer goods brands imitate foreign high-end consumer goods brands, lack of independent innovation, leading to a serious outflow of high-end consumer goods in China. In order to solve this problem, high-end consumer goods enterprises can recombine brand elements from product innovation, brand strategic innovation and sales channel innovation to achieve brand innovation and bring high added value to enterprises.
【作者单位】：上海海事大学经济管理学院;
【基金】：国家社科基金项目“大学生文化消费教育引导对策研究”(批准号:12BJY125) 教育部人文社科项目“新兴经济体形象对跨国并购后品牌影响效应研究”(批准号:13YJC630230) 上海市教育科学项目“大学生文化消费教育引导对策研究”(批准号:B14026) 2014长三角课题“长三角高端消费品展销服务平台研究”(批准号:CELAP2014-YZD-06)
【分类号】：F273.2

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