关键词:浙江制造、品牌形象、企业形象、品牌路线、品牌竞争
ABSTRACT
After the reform and opening, Zhejiang manufacturing industry developed rapidly. Currently, Zhejiang has become a "world factory" global manufacturing base. However, with the western developed countries in the manufacturing enterprise engaged in manufacturing enterprise more than labor-intensive assembly process, economic value is extremely low. After joining WTO, Zhejiang enterprises and a large number of world-class companies competing, which was known as the "economic" atomic international brand become the main battlefield. However, "Zhejiang manufacturing" brand now situation on the is not so good as look like, brand market share is low, brand life is short, the brand assets, low in the international market competition, also showed many serious problems in this context, Zhejiang manufacturing brand in the international market to get a place, make strong brand image will be the inevitable choice.
This paper first introduces the definition and importance of brand, and rise that brand aggression is the competition method in peacetime. After analyzing the situation of Zhejiang manufacturing brand, then find out problem of Zhejiang manufacturing from current situation. Combining with the current problems and rise up solving methods, and puts forward how to establish "Zhejiang manufacturing" brand image of the concrete measures.
Keywords:‘ZheJiang’ manufacturing,brand image,enterprise image,brand line,Brand competition
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