品质认知度,中国企业品牌建设的第一步（Quality awareness the first step for brand building of Chinese Enterprises）.docVIP

品质认知度,中国企业品牌建设的第一步（Quality awareness the first step for brand building of Chinese Enterprises） Todays Chinese enterprises in the market education, through the confrontation with international enterprises, has long been recognized the power of the brand. Therefore, the establishment of brand has become a common choice for Chinese enterprises. Brand means higher premium ability, the reason why Chinese enterprises pay so much attention to brand building, it is precisely because they see the market competition, in fact, brand competition. In the era of product homogenization, relying solely on the advantages of the product itself, it has been difficult to gain a dominant position in the competition. A brands assets include five aspects: quality awareness, brand awareness, brand reputation, brand loyalty, brand association. Compared to the above elements, companies often pay more attention to brand awareness, brand reputation, brand loyalty, brand association, but the quality awareness is often not enough. For example, because the time of brand building in Chinese enterprises is not long, many brands are still in the role of new entrants. Therefore, the first thing is to solve the problem of brand awareness, so companies often spread through a large number of sports, the bombardment, to quickly establish brand awareness. Chinese enterprises need to strengthen the education of quality awareness Chinese brands are generally not of high quality awareness at present. In this respect, it is because the quality of Chinas products has not been good enough for a long time, and the phenomenon of counterfeiting is rather serious. For example, the well-known Wenzhou shoes incident, Anhui, Fuyang, such as milk poisoning incident. Because not pay attention to the construction of quality, so at the beginning in peoples hearts left a more bad impression. Therefore, even if the quality of Chinese products has been greatly improved, the inherent knowledge of consumers is still difficult