对惠普品牌战略的分析

摘要：品牌的竞争是一种无形的竞争，是市场营销的高级竞争形式，品牌是人们认知产品或服务的主要标志。对于一个企业来说品牌竞争力是一个非常重要的组成部分。纵观惠普70多年来的发展历程，产品质量和形象建设并驾齐驱的原则，高度重视品牌建设。在形象建设方面特别值得一提的是，惠普一贯坚持把它当作一个系统工程来看待，从企业文化、包装、广告、公关、促销、赞助等角度，经过精心策划和系统的、长年不懈的努力，使之水到渠成，在人们心目中定格为一种值得信赖的品牌。在形象和品牌建设方面，体育赞助功不可没，成了惠普的一大特色，也为商家树立了一个典范。本文首先分析了企业实施品牌战略的重要性，揭示了我国品牌战略的现状和存在的问题。其次针对惠普集团的现状和品牌发展历程，总结出了惠普集团的品牌战略实施对策。本文的研究成果，对于企业制定品牌战略具有一定的参考价值和指导意义。

关键词：惠普；品牌战略；品牌文化；多品牌战略

 

 

 

 

 

 

 

 

 

 

 

Abstract: The competition of the brand is an invisible competition, is the senior competition in the form of marketing, brand is the main symbol of the people understand the product or service. For an enterprise brand competitiveness is a very important part. Looking at HP's 70 years of the development process, the principle of product quality and image-building go hand in hand, attach great importance to brand building. In the image of the building is particularly worth mentioning is that HP has consistently adhered to it as a systematic project to look at from the perspective of corporate culture, packaging, advertising, public relations, promotion, sponsorship, has been carefully planned and the system for many years unremitting efforts, so natural, as a trusted brand in the minds of most people freeze. Image and brand building, sports sponsorship contributed to became a major feature of the Hewlett-Packard, also set an example for the business. This article first analyzes the importance of brand strategy implementation, and reveals the current situation and existing problems of China's brand strategy. Second, for the HP Group status and brand development process, summed up the HP Group's brand strategy to the implementation of countermeasures. The research results of this paper, for enterprises to develop brand strategy has a certain reference value and significance.