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Post time 2007-1-13 00:35:11 |Display all floors
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品牌意识

品牌常被认为是西方广告业发展的产物,然而,最早的“品牌”可追溯到中国和埃及的早期文明。数千年前中国制造的陶器上面就有陶器艺人留下的符号或印记,古埃及的壁画上也有身上印有标记的牲畜,这些可能就是历史上最初的“品牌”。

时过境迁,如今美国人有“卡迪拉克”,日本人有“丰田”,德国人有“奔驰”,他们都以自己拥有的优质名牌而骄傲。中国的民族品牌与世界级品牌相比相形失色,这就是我们不可否认、必须面对的现实。随着品牌全球化的到来,国际竞争国内化,洋品牌不断向中国的市场发起攻击。在这种情况下,我们必须回答的一个问题便是:中国品牌如何才能迎战洋品牌呢?

我国的许多企业一心只想抢滩国际市场,只顾迈向大都市,看似风光无限,其实很不明智。我们应该看到,中国已成为全球最大的开发市场,中国有13亿人口,占世界人口的20%,消费支出的增长速度比任何一个发达国家都快。我国的本土市场才是民族品牌发展的真正机会,尤其是拥有9亿人口的农村市场。也正因为如此,许多国外强势品牌都在千方百计围绕中国农村市场大做文章。

品质是品牌的生命,消费者总是以良好质量的产品为选择对象。中国企业的产品质量忽上忽下,国人难以建立信心,严重影响了品牌的塑造。因此,对于立志迎战洋品牌的民族品牌来说,当务之急就是提升自己的产品品质。企业必须清楚地认识到,产品1%的缺陷,对于买到产品的消费者来说,就是100%的损失。只有创造出超越洋品牌的产品品质,民族品牌才能在竞争中立于不败之地。


Brand is always considered as the offspring of western advertisement industry development. However, the earliest brand dated from the early civilization of China and Egypt. Thousands of years ago , some symbols or marks  traced by pottery craftsman on the pottery  made in China , the livestock with signs on fresco in old Egypt  . These were probably the first brand in history.

As time passes, the situation has changed. Nowadays American “Cadillac “,Japanese “Toyto”, German  Mercedes-Benz , all of them are proud of themselves owning good quality brand. Comparable to the world-class brand, China national brand is in the shade. It is the reality which we can’t deny and have to face. As the brand globalization comes , the international competition internalizes and foreign brands continuously launch an offensive. In this circumstances ,it is the question that we must answer is : how can China brand meets the foreign brand?

Many enterprises in our country take up the international market wholeheartedly and just consider marching into metropolis. It seems to be on the high ropes but actually not a advisability action. We should notice that China has beome the largest explorering market in the world. China has the population of 1.3 billion, which takes up 20% among the world population. Its speed of consumption expend is quicker than any developed country. Our homeland market is the true chance to develop national brand, especially in the country market with 0.9 billion population.. As well as this reason, many foreign strong brands try their best to revolve China country market.

Quality is life of the brand and the consumers always choose products with a good quality. The products’ quality of China enterprises is not stable. It is difficult for countrymen to build up confidence so that it seriously affects the building of the brand. Therefore, as for these national brands aspiring to challenging foreign brands ,the most important is to improve own products quality. The enterprises must clearly know that 1% vice of the products mean 100% destroys as for the consumers buying products. As long as create the product quality over foreign brand , national brands can stand undefeatedly in the competition.

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