摘要
本文介绍了原产地形象及其由来,指出原产地形象应构成产品决策的重要内容,阐述了原产地形象对营销的影响,在此基础上,分析了原产地形象的实质及其与企业品牌的联系与区别,然后提出了企业应如何利用好的原产地形象来强化企业品牌的措施,最后提出了企业规避负面的原产地形象的营销策略。
This article introduced place of origin images, pointed out that place of origin images should be the main contents of production's decision, and expounded the effect to business tactics. On this basis, analyzed the substance of place of origin images, the connection and distinguish between place of origin images and enterprises' brand. Then, pointed out the measures that how enterprises use place of origin images to strengthen enterprises' brand. At last, pointed out the business measures which enterprises evade the bad place of origin images.
出处
《当代财经》
CSSCI
北大核心
2004年第4期60-63,共4页
Contemporary Finance and Economics
关键词
原产地形象
原产地保护
企业品牌
营销策略
place of origin images
place of origin protection
enterprises' brand
business tactics
