【正文】 the enterprises, but also a lack of operating system brand awareness. its performance under several aspects as: product concept behind the product stick to the narrow concept, and not always focus on the development and changes in market demand. Just a productoriented business management, rather than market oriented. The concept of quality behind. Quality is the life, the life of the brand, not backed by high quality brand, is no different from the source of water, without trees. In China, many enterprises, care for immediate benefits, lack of corporate longterm strategic development plan, can not be strictly to good quality, damage the interests of consumers of things happen. That is why many enterprises in the early days played a little bit of wellknown brands, soon disappeared. The concept of petition behind. Do not get rid of the planned economy system, the mode of operation of enterprises, many enterprises in the creation and promotion of the brand, the lack of longterm strategic and tactical systems, the face of market opportunities do nothing, can not be implemented positive and effective means of petition, expand the brand39。山普 1987 年，羅西特和柯利達(dá)寫(xiě)了一篇名為“品牌意識(shí)的內(nèi)涵被普遍誤解，甚 至是對(duì)于經(jīng)驗(yàn)豐富的經(jīng)理”的文章。 品牌意識(shí)影響購(gòu)買(mǎi)決策 品牌意識(shí)的作用應(yīng)當(dāng)被市場(chǎng)營(yíng)銷(xiāo)經(jīng)理充分認(rèn)識(shí)到，品牌意識(shí)的作用在決策理論中常常是不被重視的。 1981 年，威爾遜在一項(xiàng)研究中 ,發(fā)現(xiàn)商品被放在貨架更高的位置時(shí) ,品牌在消費(fèi)者心目中記憶更深刻 ,擺放的越高 ,購(gòu)買(mǎi)意愿更強(qiáng)烈。 商品競(jìng)爭(zhēng)日趨激烈。只有那些代表著高品質(zhì) ,高信譽(yù)的品牌 ,才能在消費(fèi)者心目中長(zhǎng)期占有 1 席之地。 質(zhì)量觀念落后。品牌是一個(gè)系統(tǒng)化的概念，品牌運(yùn)營(yíng)也是一個(gè)系統(tǒng)化長(zhǎng)期化的工程 ,如何在激烈的競(jìng)爭(zhēng)中創(chuàng)立自己的品牌，并使其形象不 9 斷得到提升，不是靠一兩個(gè)偶然的機(jī)遇促成的，而是靠企業(yè)綜合能力的提升獲得的。高科技含量，高附加值的產(chǎn)品是品牌提升的重要因素，因此，對(duì)科技與人才的投入是品牌參與國(guó)際競(jìng)爭(zhēng)的長(zhǎng)期戰(zhàn)略。 什么是品牌意識(shí)的誤解 珀西與羅斯特聲稱(chēng) ,困難在于有兩種類(lèi)型的品牌意識(shí) :品牌識(shí)別和品牌回應(yīng) ,這將取決于購(gòu)買(mǎi)時(shí)的選擇情況。麥克唐納來(lái)自紐卡斯?fàn)柎髮W(xué)管理部； 拜倫消費(fèi)者可以確定一種商品的品牌，根據(jù)它在商店的位置或其包裝的形狀 (“六角形瓶番茄醬為海因茨牌” )。在市場(chǎng)競(jìng)爭(zhēng)白熱化的今天，高明的營(yíng)銷(xiāo)活動(dòng)是品牌通向消費(fèi)者的橋梁，因?yàn)橹挥型ㄟ^(guò)開(kāi)展一系列營(yíng)銷(xiāo)活動(dòng)，才能使產(chǎn)品符合市場(chǎng)需要，達(dá)到一定的知名度和較高的市場(chǎng)占有率。質(zhì)量是品牌的生命，消費(fèi)者對(duì)品牌的認(rèn)可，首先是對(duì)產(chǎn)品質(zhì)量的認(rèn)可，質(zhì)量得不到保證的品牌，根本無(wú)市 場(chǎng)競(jìng)爭(zhēng)力，因此，進(jìn)行品牌運(yùn)營(yíng)的企業(yè)，首先要把產(chǎn)品的質(zhì)量看作是第一生命要素。而很多企業(yè)，只顧眼前利益，缺乏企業(yè)長(zhǎng)期的發(fā)展戰(zhàn)略規(guī)劃，不能?chē)?yán)格把好質(zhì)量關(guān)，損害消費(fèi)者利益的事情時(shí)有發(fā)生。企業(yè)中缺乏競(jìng)爭(zhēng) ,沒(méi)有品牌意識(shí) ,沒(méi)有把品牌看作影響企業(yè)長(zhǎng)期競(jìng)爭(zhēng)力的有價(jià)值的無(wú)形資產(chǎn) ,這種觀念和市場(chǎng)意識(shí)上的落后 ,往往比產(chǎn)品落后更可怕。這就迫使企業(yè)不得不把競(jìng)爭(zhēng)的焦點(diǎn)放在創(chuàng)造品牌 ,增強(qiáng)品牌強(qiáng)度上 ,以求建立起其在消費(fèi)者心目中的突出地位與獨(dú)特形象。消費(fèi)者會(huì)按照一個(gè)購(gòu)買(mǎi)模式 (決策規(guī)則 )去買(mǎi)熟悉的知名品牌。娜羅 1969)。本文討論了品牌意識(shí)理論的發(fā)展并嘗試解釋品牌意識(shí)所發(fā)揮的作用，最后列舉了關(guān)于一位澳大利亞的管理經(jīng)理，用調(diào)查結(jié)果證實(shí)品牌意識(shí)的重要性的案例。s prehensive ability. Brand is a systematic concept, the brand is a systematic longterm operation of the project, how the fierce petition to create their own brands, and continuously improve its image, not by an opportunity to bring the two accidental, but rather rely on their ability to enhance the prehensive obtained. 5 (1) high quality. Quality is the life of the brand, the consumer brand recognition, first, the recognition of product quality, quality can not be guaranteed brand, there is no market petition, so the brand operation of enterprises, First, as should the quality of life elements 1 .. (2) the quality of services. Good brand needs good service, brand petition, an important way to service petition. The quality of services not only requires businesses to meet customer expectations of the potential psychological services, and, but also be able to seek service innovation, introduction of unique services, beyond a general psychological expectations of consumers, the public left