摘要
在资源基础观的视角下,品牌作为一种特殊资源,需要具备"有价值的、稀缺的、难以模仿的、不可替代的"这四个条件,才可以形成品牌竞争优势,并为企业带来超额回报.但这一竞争优势并非一劳永逸,企业必须在价格策略、营销传播、管理创新、组织变革等方面强化品牌建设和品牌管理,才能更好地服务客户,实现品牌竞争优势的可持续.
Abstract
From the perspective of resource base view,the brand,as a special resource,needs to have the four conditions of"valuable,scarce,difficult to imitate and irreplaceable",so as to form the brand competitive advantage and bring excess returns to the enterprise.
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