【導(dǎo)讀】新經(jīng)濟(jì)時(shí)代的企業(yè)營(yíng)銷面臨的最主要問(wèn)題是如何建立和管理企業(yè)的品牌。誰(shuí)擁有強(qiáng)有力的品牌，誰(shuí)就擁有了競(jìng)爭(zhēng)的資本。未來(lái)的營(yíng)銷是品牌的戰(zhàn)爭(zhēng)。企業(yè)的品牌從默默無(wú)聞發(fā)展成為一個(gè)著名的成功品牌，是一個(gè)從小到大的過(guò)程，是和企業(yè)成長(zhǎng)的生命周期密切相關(guān)的。企業(yè)處在不同的成長(zhǎng)階段，面臨的經(jīng)營(yíng)環(huán)境、經(jīng)營(yíng)戰(zhàn)略重點(diǎn)各不相同，相應(yīng)的品牌戰(zhàn)略的重點(diǎn)和特色也有所不同?！∽鳛槠髽I(yè)聲譽(yù)與信息的組合體，品牌是企業(yè)及其產(chǎn)品所包含的技術(shù)、質(zhì)量、功能、文化、市場(chǎng)地位等引發(fā)形成的信息系統(tǒng)，是企業(yè)及其產(chǎn)品識(shí)別的符號(hào)系統(tǒng)。顧客通過(guò)品牌可以非常容易地獲取和辨別有關(guān)的信息，獲取信息成本的下降意味著顧客購(gòu)買成本的下降。而顧客熟悉的品牌或者知名度較高的品牌，又使顧客的購(gòu)買風(fēng)險(xiǎn)感覺系數(shù)下降。這兩個(gè)方面的綜合作用使顧客的購(gòu)買心理和購(gòu)買行為形成了對(duì)某種品牌產(chǎn)品的

　　

【正文】 transfer of intangible assets, the development of an effective way. Use of brand extension, enterprises can not only that the new product investment decisions quickly and accurately. But new products help reduce market risks, promote new products to save the huge expenses, effectively reduce the cost of new product costs. Through brand extension, the enterprises can strengthen the branding, Brand increase the economic value of the intangible assets and the core brand image and increase overall brand portfolio investment returns. Especially in the new technology environment under the conditions of the new extension of the brand, not only in time be based on market changes rapidly to keep pace with the introduction of products, changed the traditional brand of simply relying on the past, selfdevelopment and the strength of the brand extension strategy Unlike other professions in technology, marketing and new product development to seek joint development of new products of the road, a map from the simple price petition, thus adapt to the new economic environment of the changes in the market.As enterprises in the maturity of the large influx of petitors, and through the establishment of brand portfolio, the implementation of the multibrand strategy can be as much as possible to control the market and risk avoidance. Under the multibrand, each brand will enable the customer to occupy a unique mind, the appropriate location, cater to the different tastes of customers, attract more customers, enabling enterprises to maximize coverage of the market, petitors are making in every one of the existing submarket brands are barriers to entry. Thereby limiting the expansion of opportunities for petitors, is which effectively ensures enterprises to maintain a higher market share. However, the implementation of the multibrand enterprises is likely to be faced with the petition of dangerous and grab their share of the original brand market share. So the most effective multibrand strategy is to make the new brand to enter the market after the breakdown of the various submarkets. This strategy is premised on the market can be broken down, a successful enterprises often use market segmentation. to the importance of creating brand new opportunities. Decline period brand strategyAt this stage, the enterprises should focus on the future, to withdraw from the recession product petitiveness, his energy into business as secondary. Enterprises can implement brand repositioning, brand innovation strategy to reenter the market.A brand in the market positioning of the original may be appropriate, successful, But then panies may have to reconsider its position. Brand repositioning of the needs for many reasons, such as petitors may introduce similar brand positioning, snatch their market share。 Customer Preference will transfer, the representative of the enterprise brand products reduced demand。 or the decision to enter new segments of the market. During this period, the enterprise technology products to the original slide, the decline in sales. Make the brand repositioning decision, enterprises should first consider brand to another market breakdown of the cost, including product quality change fees, packaging and advertising costs. In general, the repositioning of the greater span, the higher the cost. Second, we must consider the brand positioning in the new location may be the ine generated. Proceeds from the size of the following the factors: a target market of customers。 the average customer purchase rate。 in the same submarket petitors in the number and strength, and in the submarket brand positioning for the price to be paid.As the business environment changes, it changes customer requirements. Brand meanings and manifestations must constantly changing and developing, appropriately responsive to consumer desire for the new psychological. Enterprise entered a period of recession, due to internal and external reasons, the enterprise brand petition in the market will inevitably appear visibility, reputation decline in sales, market share and lower brand lost, only continuous design of the times to meet the needs of brand, brand gain vitality. Brand innovation is the development of selfbrand the inevitable demands of the aging brands to overe the only way. In modern society, more and faster technological progress, some industries, the product life cycle is being shorter and shorter, and social awareness, changes in consumer attitudes frequency gradually accelerate, which will affect the life of their products in the market. Therefore, we must constantly update content of the brand, maintain the brand vitality. Such as Coca Cola, founded in 1886 has been 100 years of history, it has been able to maintain for all eternity. a very important reason is that it constantly to inject their own brand new connotation. It has been used more than 30 advertising theme, saying more than 90 advertising slogan, is a purpose, continue to adapt and meet the new demand.