haku: @journal_id 1493 / yhteensä: 71
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| Tekijä: | Zhong, Yugan |
| Otsikko: | Studies of support system of commercial enterprises' brand name strategy (original in Chinese) |
| Lehti: | Commercial Economy and Management (c)
1998 : 4, p.30-34 |
| Asiasana: | TRADING COMPANIES BRAND NAMES MARKETING STRATEGY STRATEGIC MANAGEMENT CHINA |
| Kieli: | chn |
| Tiivistelmä: | The practice of commercial enterprises' brandname strategy is first a strategic management course with an aim at establishing an image of brand name enterprise. To realize the brand name strategy, we should give scope to the leading function of marketing, the supporting function of market dissemination and public relations and the guaranteeing function of quality management, organizational culture and human resources. This paper mainly studies market dissemination and public relations, which are the two major support systems. It thinks that enterprises must transmit information on the market positioning of enterprises and features of brands effectively through market dissemination and public relations in the course of implementing brand name strategy. |
SCIMA