| 检测技术机构品牌战略规划设计路径 |
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| 引用本文： | 程涛,潘涵舜.检测技术机构品牌战略规划设计路径[J].上海计量测试,2014(3):2-6. |
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| 作者姓名： | 程涛 潘涵舜 |
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| 作者单位： | 上海市计量测试技术研究院 |
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| 摘 要： | 提出了检测技术机构品牌发展战略规划设计的一般路径,并对确定机构品牌发展战略目标的方法进行阐述,对影响检测技术机构的品牌定位的重要因素进行分析,并为实施检测技术机构品牌发展战略提出五方面策略建议:品牌形象塑造,品牌质量控制,品牌技术创新,品牌衍生与集群,品牌保护与危急管理。
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| 关 键 词： | 检测机构 品牌战略规划 品牌定位 品牌建设 |
Discussion of design path for brand strategy planning of testing technical agencies |
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| Chen Tao,Pan Hanshun.Discussion of design path for brand strategy planning of testing technical agencies[J].Shanghai Meassurement and Testing,2014(3):2-6. |
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| Authors: | Chen Tao Pan Hanshun |
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| Affiliation: | ( Shanghai Institute of Measurement and Testing Technology ) |
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| Abstract: | This paper presents a general path for brand development strategy planning of testing technical agencies, expounds the method of determine the agency brand development strategy goals, analyses the important factors that influence brand positioning of testing agencies, and puts forward five strategic proposals for implementing brand development strategy of testing technical agencies：brand image shaping, brand quality control, brand technology innovation, brand derivatives and clusters, brand protection and crisis management. |
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| Keywords: | testing agencies brand strategy planning brand positio-ning brand building |
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