| 论品牌卖点的构成、定位、推广及维护 |
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| 引用本文： | 陆发云.论品牌卖点的构成、定位、推广及维护[J].贵阳金筑大学学报,2004(3):36-38. |
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| 作者姓名： | 陆发云 |
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| 作者单位： | 贵州民族学院经济管理系 贵州 贵阳 550025 |
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| 摘 要： | 随着经济发展和人民生活水平的提高，尤其是中国入世实践的不断深入，人们购物时对品牌的追逐已成趋势，可以预见，今后企业间竞争的焦点将集中体现在品牌所传递的物质和精神层面上。根据品牌已经成为体现消费者文化品味和身份地位载体的事实，分析了品牌卖点的构成、定位、推广及维护，以期对今后企业间的品牌竞争有所裨益。
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| 关 键 词： | 品牌卖点 定位 市场 消费群体 功能效用 心理效用 |
On the Composition, Positioning, Popularization and Defence of Brand Features |
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| LuFa yun.On the Composition, Positioning, Popularization and Defence of Brand Features[J].Journal of Jinzhu University of Guiyang,2004(3):36-38. |
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| Authors: | LuFa yun |
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| Abstract: | With the economic development and the increase of people's living standards, especially China's WTO entry practice, pursuing brands has become a tendency. It can be predicted that the primary competition between enterprises will be embodied as material and spiritual aspects that the brand can reflect. According to the fact that the brand has become the carrier which can reflect consumers' cultural taste and status, this article analyses the composition, positioning, popularization, and defence of brand features in order that it can be helpful to the competition between enterprises. |
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| Keywords: | brand feature positioning market consumer group |
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