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      宋清辉:上市公司亟需做好品牌管理

      2020-09-16 0条评论

      上[shang]市[shi]公[gong]司[si]亟[qi]需[xu]做[zuo]好[hao]品[pin]牌[pai]管[guan]理[li]

      品[pin]牌[pai]形[xing]象[xiang]对[dui]上[shang]市[shi]公[gong]司[si]而[er]言[yan],看[kan]起[qi]来[lai]似[si]乎[hu]不[bu]重[zhong]要[yao],因[yin]为[wei]大[da]部[bu]分[fen]品[pin]牌[pai]影[ying]响[xiang]力[li]极[ji]强[qiang]、品[pin]牌[pai]管[guan]理[li]做[zuo]得[de]到[dao]位[wei]的[de]上[shang]市[shi]公[gong]司[si],其[qi]股[gu]价[jia]表[biao]现[xian]也[ye]只[zhi]是[shi]一[yi]般[ban]水[shui]平[ping]。可[ke]一[yi]旦[dan]某[mou]上[shang]市[shi]公[gong]司[si]的[de]品[pin]牌[pai]因[yin]各[ge]种[zhong]情[qing]况[kuang]受[shou]到[dao]冲[chong]击[ji],其[qi]股[gu]价[jia]走[zou]低[di]基[ji]本[ben]上[shang]是[shi]板[ban]上[shang]钉[ding]钉[ding]。与[yu]此[ci]同[tong]时[shi],资[zi]本[ben]市[shi]场[chang]上[shang]还[huai]存[cun]在[zai]着[zhou]某[mou]种[zhong]程[cheng]度[du]不[bu]正[zheng]常[chang]的[de]歧[qi]视[shi]色[se]彩[cai],一[yi]如[ru]瑞[rui]幸[xing]咖[ka]啡[fei]财[cai]务[wu]造[zao]假[jia],使[shi]得[de]中[zhong]概[gai]股[gu]遭[zao]遇[yu]信[xin]任[ren]风[feng]暴[bao]一[yi]般[ban]。但[dan]另[ling]一[yi]方[fang]面[mian],一[yi]个[ge]区[qu]域[yu]内[na]爆[bao]出[chu]问[wen]题[ti]的[de]上[shang]市[shi]公[gong]司[si]多[duo]了[liao],亦[yi]会[hui]影[ying]响[xiang]投[tou]资[zi]者[zhe]对[dui]该[gai]区[qu]域[yu]内[na]股[gu]票[piao]的[de]投[tou]资[zi]信[xin]心[xin]。例[li]如[ru]近[jin]期[qi]潮[chao]汕[shan]地[di]区[qu]的[de]上[shang]市[shi]公[gong]司[si]接[jie]连[lian]出[chu]事[shi]:*ST宜[yi]生[sheng]近[jin]期[qi]因[yin]涉[she]嫌[xian]信[xin]息[xi]披[pi]露[lu]违[wei]法[fa]违[wei]规[gui]被[bei]立[li]案[an]调[diao]查[cha],面[mian]临[lin]面[mian]值[zhi]退[tui]市[shi]风[feng]险[xian];ST群[qun]兴[xing]则[ze]突[tu]然[ran]引[yin]爆[bao]连[lian]环[huan]雷[lei],股[gu]价[jia]一[yi]度[du]狂[kuang]泻[xie];接[jie]着[zhou]是[shi]广[guang]东[dong]榕[rong]泰[tai],其[qi]5月[yue]21日[ri]晚[wan]发[fa]布[bu]公[gong]告[gao]称[chen],公[gong]司[si]涉[she]嫌[xian]信[xin]息[xi]披[pi]露[lu]违[wei]法[fa]违[wei]规[gui]被[bei]证[zheng]监[jian]会[hui]立[li]案[an]调[diao]查[cha]。究[jiu]其[qi]根[gen]源[yuan],这[zhe]是[shi]由[you]上[shang]市[shi]公[gong]司[si]长[chang]期[qi]不[bu]注[zhu]重[zhong]自[zi]身[shen]品[pin]牌[pai]形[xing]象[xiang],从[cong]而[er]导[dao]致[zhi]投[tou]资[zi]者[zhe]“中联重科股票用[yong]脚[jiao]投[tou]票[piao]”的[de]结[jie]果[guo]。 大[da]部[bu]分[fen]上[shang]市[shi]公[gong]司[si]都[du]知[zhi]道[dao]要[yao]做[zuo]好[hao]品[pin]牌[pai]管[guan]理[li],但[dan]也[ye]有[you]品[pin]牌[pai]响[xiang]亮[liang]的[de]上[shang]市[shi]公[gong]司[si]在[zai]品[pin]牌[pai]管[guan]理[li]上[shang]存[cun]在[zai]不[bu]足[zu]。有[you]的[de]企[qi]业[ye]认[ren]为[wei]品[pin]牌[pai]管[guan]理[li]就[jiu]是[shi]管[guan]理[li]好[hao]公[gong]司[si]的[de]名[ming]称[chen]、形[xing]象[xiang]标[biao]识[shi],在[zai]外[wai]观[guan]上[shang]做[zuo]足[zu]功[gong]夫[fu],向[xiang]公[gong]众[zhong]展[zhan]现[xian]优[you]质[zhi]的[de]精[jing]气[qi]神[shen];有[you]的[de]企[qi]业[ye]认[ren]为[wei],做[zuo]好[hao]品[pin]牌[pai]就[jiu]是[shi]要[yao]通[tong]过[guo]广[guang]告[gao]将[jiang]产[chan]品[pin]印[yin]入[ru]消[xiao]费[fei]者[zhe]的[de]意[yi]识[shi]中[zhong],铺[pu]天[tian]盖[gai]地[di]全[quan]面[mian]打[da]广[guang]告[gao];有[you]的[de]企[qi]业[ye]则[ze]积[ji]极[ji]处[chu]理[li]与[yu]媒[mei]体[ti]之[zhi]间[jian]的[de]关[guan]系[xi],认[ren]为[wei]媒[mei]体[ti]关[guan]系[xi]处[chu]理[li]好[hao]了[liao],市[shi]场[chang]上[shang]没[mei]有[you]负[fu]面[mian]舆[yu]论[lun],那[na]么[me]品[pin]牌[pai]管[guan]理[li]自[zi]然[ran]没[mei]问[wen]题[ti]。 上[shang]述[shu]品[pin]牌[pai]管[guan]理[li]思[si]路[lu]都[du]有[you]道[dao]理[li],对[dui]上[shang]市[shi]公[gong]司[si]的[de]品[pin]牌[pai]建[jian]立[li]、升[sheng]级[ji]都[du]有[you]好[hao]的[de]作[zuo]用[yong],只[zhi]是[shi]都[du]比[bi]较[jiao]片[pian]面[mian]肤[fu]浅[qian]。品[pin]牌[pai]管[guan]理[li]实[shi]际[ji]上[shang]是[shi]多[duo]维[wei]度[du]的[de]管[guan]理[li],对[dui]不[bu]同[tong]类[lei]型[xing]、不[bu]同[tong]产[chan]业[ye]、不[bu]同[tong]规[gui]模[mo]的[de]上[shang]市[shi]公[gong]司[si]而[er]言[yan],管[guan]理[li]方[fang]式[shi]、角[jiao]度[du]、思[si]维[wei]都[du]需[xu]要[yao]因[yin]地[di]制[zhi]宜[yi],不[bu]能[nen]照[zhao]搬[ban]照[zhao]抄[chao]。以[yi]受[shou]众[zhong]划[hua]分[fen]有[you]对[dui]内[na]品[pin]牌[pai]管[guan]理[li]和[he]对[dui]外[wai]品[pin]牌[pai]管[guan]理[li],以[y中联重科股票i]经[jing]营[ying]划[hua]分[fen]有[you]售[shou]前[qian]品[pin]牌[pai]管[guan]理[li]和[he]售[shou]后[hou]品[pin]牌[pai]管[guan]理[li],以[yi]供[gong]应[ying]链[lian]划[hua]分[fen]又[you]可[ke]以[yi]分[fen]为[wei]上[shang]游[you]品[pin]牌[pai]管[guan]理[li]和[he]下[xia]游[you]品[pin]牌[pai]管[guan]理[li]。 以[yi]受[shou]众[zhong]划[hua]分[fen]来[lai]看[kan],对[dui]内[na]品[pin]牌[pai]管[guan]理[li]是[shi]做[zuo]好[hao]所[suo]有[you]员[yuan]工[gong]的[de]管[guan]理[li]工[gong]作[zuo],需[xu]要[yao]人[ren]力[li]资[zi]源[yuan]部[bu]与[yu]工[gong]会[hui]相[xiang]互[hu]配[pei]合[he]。一[yi]方[fang]面[mian],要[yao]向[xiang]员[yuan]工[gong]提[ti]供[gong]与[yu]之[zhi]匹[pi]配[pei]的[de]薪[xin]酬[chou]和[he]福[fu]利[li];另[ling]一[yi]方[fang]面[mian],要[yao]为[wei]员[yuan]工[gong]提[ti]供[gong]相[xiang]符[fu]的[de]提[ti]升[sheng]和[he]晋[jin]升[sheng]通[tong]道[dao],同[tong]时[shi]尽[jin]可[ke]能[nen]满[man]足[zu]员[yuan]工[gong]的[de]合[he]理[li]需[xu]求[qiu]。这[zhe]看[kan]似[si]与[yu]品[pin]牌[pai]无[wu]关[guan],实[shi]际[ji]上[shang]好[hao]处[chu]多[duo]多[duo]:一[yi]能[nen]增[zeng]强[qiang]员[yuan]工[gong]的[de]凝[ning]聚[ju]力[li],有[you]助[zhu]于[yu]团[tuan]队[dui]建[jian]设[she];二[er]能[nen]降[jiang]低[di]上[shang]市[shi]公[gong]司[si]员[yuan]工[go中联重科股票ng]的[de]流[liu]失[shi]率[lv],有[you]助[zhu]于[yu]上[shang]市[shi]公[gong]司[si]稳[wen]定[ding];三[san]能[nen]在[zai]人[ren]才[cai]竞[jing]争[zheng]上[shang]形[xing]成[cheng]优[you]势[shi],有[you]助[zhu]于[yu]不[bu]断[duan]吸[xi]收[shou]强[qiang]劲[jing]的[de]新[xin]鲜[xian]血[xue]液[ye],对[dui]企[qi]业[ye]的[de]人[ren]才[cai]队[dui]伍[wu]建[jian]设[she]利[li]大[da]于[yu]弊[bi]。 不[bu]论[lun]采[cai]用[yong]什[shi]么[me]样[yang]的[de]品[pin]牌[pai]管[guan]理[li]方[fang]式[shi],品[pin]牌[pai]最[zui]重[zhong]要[yao]的[de]一[yi]点[dian]是[shi]保[bao]证[zheng]质[zhi]量[liang]。这[zhe]种[zhong]质[zhi]量[liang]不[bu]仅[jin]是[shi]产[chan]品[pin]质[zhi]量[liang],还[huai]有[you]服[fu]务[wu]质[zhi]量[liang],以[yi]及[ji]员[yuan]工[gong]的[de]整[zheng]体[ti]质[zhi]量[liang]。消[xiao]费[fei]者[zhe]之[zhi]所[suo]以[yi]信[xin]赖[lai]某[mou]一[yi]上[shang]市[shi]公[gong]司[si]品[pin]牌[pai],是[shi]因[yin]为[wei]其[qi]优[you]质[zhi]的[de]产[chan]品[pin]质[zhi]量[liang]积[ji]攒[zan]了[liao]口[kou]碑[bei],这[zhe]种[zhong]优[you]质[zhi]品[pin]牌[pai]产[chan]生[sheng]溢[yi]价[jia]是[shi]无[wu]法[fa]采[cai]用[yong]价[jia]格[ge]战[zhan]与[yu]之[zhi]竞[jing]争[zheng]的[de],除[chu]非[fei]是[shi]同[tong]等[deng]质[zhi]量[liang]的[de]同[tong]类[lei]产[chan]品[pin]。一[yi]旦[dan]产[chan]品[pin]质[zhi]量[liang]出[chu]现[xian]问[wen]题[ti],该[gai]品[pin]牌[pai]会[hui]立[li]刻[ke]被[bei]消[xiao]费[fei]者[zhe]拉[la]入[ru]黑[hei]名[ming]单[dan]。例[li]如[ru]2012年[nian]的[de]白[bai]酒[jiu]塑[su]化[hua]剂[ji]事[shi]件[jian],不[bu]仅[jin]重[zhong]创[chuang]酒[jiu]鬼[gui]酒[jiu],还[huai]使[shi]得[de]整[zheng]个[ge]A股[gu]白[bai]酒[jiu]板[ban]块[kuai]受[shou]到[dao]剧[ju]烈[lie]冲[chong]击[ji]。 上[shang]市[shi]公[gong]司[si]内[na]部[bu]的[de]团[tuan]结[jie],也[ye]是[shi]品[pin]牌[pai]管[guan]理[li]的[de]关[guan]键[jian]。一[yi]旦[dan]上[shang]市[shi]公[gong]司[si]出[chu]现[xian]高[gao]管[guan]团[tuan]队[dui]不[bu]团[tuan]结[jie],经[jing]营[ying]思[si]路[lu]出[chu]现[xian]分[fen]歧[qi]、中[zhong]高[gao]层[ceng]领[ling]导[dao]拉[la]帮[bang]结[jie]派[pai]勾[gou]心[xin]斗[dou]角[jiao],这[zhe]类[lei]消[xiao]息[xi]一[yi]旦[dan]被[bei]投[tou]资[zi]者[zhe]得[de]知[zhi],会[hui]认[ren]为[wei]这[zhe]种[zhong]纷[fen]争[zheng]将[jiang]直[zhi]接[jie]影[ying]响[xiang]经[jing]营[ying]业[ye]绩[ji],对[dui]公[gong]司[si]的[de]投[tou]资[zi]期[qi]待[dai]也[ye]会[hui]降[jiang]低[di]。同[tong]样[yang],如[ru]果[guo]上[shang]市[shi]公[gong]司[si]重[zhong]要[yao]高[gao]管[guan]出[chu]现[xian]了[liao]婚[hun]姻[yin]纠[jiu]纷[fen]问[wen]题[ti],投[tou]资[zi]者[zhe]也[ye]会[hui]因[yin]财[cai]产[chan]如[ru]股[gu]权[quan]的[de]分[fen]配[pei]问[wen]题[ti],对[dui]公[gong]司[si]的[de]经[jing]营[ying]产[chan]生[sheng]忧[you]虑[lv]。 在[zai]当[dang]前[qian]环[huan]境[jing]下[xia],上[shang]市[shi]公[gong]司[si]的[de]品[pin]牌[pai]管[guan]理[li]工[gong]作[zuo]还[huai]需[xu]要[yao]及[ji]时[shi]、快[kuai]速[su]、准[zhun]确[que]地[di]回[hui]应[ying]外[wai]界[jie]的[de]咨[zi]询[xun]以[yi]及[ji]对[dui]不[bu]实[shi]信[xin]息[xi]的[de]回[hui]应[ying]。快[kuai]速[su]回[hui]应[ying]外[wai]界[jie]的[de]问[wen]题[ti],能[nen]显[xian]示[shi]出[chu]企[qi]业[ye]对[dui]维[wei]护[hu]投[tou]资[zi]者[zhe]关[guan]系[xi]的[de]重[zhong]视[shi];回[hui]应[ying]不[bu]实[shi]信[xin]息[xi],是[shi]因[yin]为[wei]在[zai]信[xin]息[xi]不[bu]对[dui]称[chen]的[de]情[qing]况[kuang]下[xia],很[hen]多[duo]无[wu]根[gen]无[wu]据[ju]的[de]传[chuan]闻[wen]会[hui]令[ling]外[wai]界[jie]产[chan]生[sheng]误[wu]解[jie],需[xu]要[yao]上[shang]市[shi]公[gong]司[si]实[shi]时[shi]舆[yu]情[qing]监[jian]控[kong],对[dui]不[bu]实[shi]信[xin]息[xi]快[kuai]速[su]辟[bi]谣[yao],以[yi]免[mian]出[chu]现[xian]不[bu]良[liang]影[ying]响[xiang]。 上[shang]市[shi]公[gong]司[si]想[xiang]做[zuo]好[hao]品[pin]牌[pai]管[guan]理[li],不[bu]是[shi]想[xiang]什[shi]么[me]就[jiu]做[zuo]什[shi]么[me],他[ta]们[men]需[xu]要[yao]组[zu]建[jian]专[zhuan]业[ye]管[guan]理[li]团[tuan]队[dui]。从[cong]实[shi]践[jian]经[jing]验[yan]来[lai]看[kan],上[shang]市[shi]公[gong]司[si]不[bu]仅[jin]要[yao]组[zu]建[jian]品[pin]牌[pai]管[guan]理[li]团[tuan]队[dui],对[dui]相[xiang]关[guan]人[ren]员[yuan]组[zu]织[zhi]品[pin]牌[pai]管[guan]理[li]培[pei]训[xun]、提[ti]升[sheng]品[pin]牌[pai]管[guan]理[li]能[nen]力[li],公[gong]司[si]主[zhu]要[yao]高[gao]管[guan]还[huai]要[yao]一[yi]起[qi]参[can]加[jia]品[pin]牌[pai]培[pei]训[xun],这[zhe]样[yang]他[ta]们[men]才[cai]知[zhi]道[dao]哪[na]些[xie]事[shi]情[qing]不[bu]该[gai]做[zuo]、哪[na]些[xie]话[hua]不[bu]该[gai]说[shuo]、哪[na]些[xie]情[qing]况[kuang]不[bu]能[nen]批[pi]准[zhun],而[er]不[bu]是[shi]自[zi]己[ji]造[zao]了[liao]一[yi]个[ge]烂[lan]摊[tan]子[zi]如[ru]财[cai]务[wu]造[zao]假[jia]、产[chan]品[pin]造[zao]假[jia]、报[bao]告[gao]造[zao]假[jia],然[ran]后[hou]甩[shuai]手[shou]给[gei]品[pin]牌[pai]管[guan]理[li]团[tuan]队[dui],在[zai]品[pin]牌[pai]管[guan]理[li]团[tuan]队[dui]束[shu]手[shou]无[wu]策[ce]、公[gong]司[si]受[shou]到[dao]影[ying]响[xiang]时[shi]痛[tong]心[xin]疾[ji]首[shou]道[dao]“你[ni]们[men]居[ji]然[ran]连[lian]这[zhe]点[dian]事[shi]都[du]做[zuo]不[bu]好[hao],公[gong]司[si]白[bai]养[yang]你[ni]们[men]了[liao]……”就[jiu]如[ru]獐[zhang]子[zi]岛[dao]业[ye]绩[ji]暴[bao]雷[lei]后[hou],其[qi]在[zai]招[zhao]聘[pin]网[wang]站[zhan]中[zhong]出[chu]现[xian]“品[pin]牌[pai]管[guan]理[li]”一[yi]职[zhi],要[yao]求[qiu]写[xie]到[dao]“擅[shan]长[chang]危[wei]机[ji]公[gong]关[guan]”。 接[jie]下[xia]来[lai]为[wei]大[da]家[jia]介[jie]绍[shao]"[中[zhong]联[lian]重[zhong]科[ke]股[gu]票[piao]]概[gai]述[shu]宋[song]清[qing]辉[hui]:上[shang]市[shi]公[gong]司[si]亟[qi]需[xu]做[zuo]好[hao]品[pin]牌[pai]管[guan]理[li]"搞[gao]不[bu]懂[dong]的[de]一[yi]起[qi]看[kan]看[kan]吧[ba]
      宋[song]清[qing]辉[hui]:上[shang]市[shi]公[gong]司[si]亟[qi]需[xu]做[zuo]好[hao]品[pin]牌[pai]管[guan]理[li]

      (作[zuo]者[zhe]系[xi]著[zhu]名[ming]经[jing]济[ji]学[xue]家[jia]宋[song]清[qing]辉[hui],著[zhu]有[you]《床[chuang]头[tou]经[jing]济[ji]学[xue]》等[deng]书[shu])


      想必此时大家知道"[中联重科股票]概述宋清辉:上市公司亟需做好品牌管理"了吧?早已在上述文章为大伙儿作出了解读,坚信大伙儿在看了上文以后应该可以懂了吧

      转载请注明来自,本文标题:宋清辉:上市公司亟需做好品牌管理
      本文地址:http://www.nueyes.cn/peizigupiaotoutiao/4158.html

      标签: 中联重科股票

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