品牌管理对质量管理悖论的破解
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上海财经大学学报 2007 年 第 09 卷第 03 期, 页码：86 - 92
摘要
参考文献
摘要
质量管理本质上是标准化管理。质量管理悖论是指产品达不到质量标准便无法参与竞争,而达到质量标准又可能导致产品的同质化,从而丧失差异化竞争优势。品牌定位管理与品牌意义管理是破解质量管理悖论的可行方法。
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[8]Kirmani,Amna and Hans Baumgartner.Reference points used in quality and value judgements[J].Mar-keting Letters,2000,11(4):299~310.
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[11]Wheatley,John J.,John S.Y.Chiu and Arieh Goldman.Physical quality,price,and perceptions ofproduct quality:implications for retailers[J].Journal of Retailing,1981,57(2):100~116.
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①参见斯蒂芬.P.罗宾斯:《管理学》,中国人民大学出版社2004年版,第45页。
②转引自莱斯利.德.彻纳东尼:《品牌制胜》,中信出版社2002年版,第26页。
③下述有关定位的引文均来自《定位》一书,不再一一注释。
[2]菲利普.科特勒.市场营销管理(亚洲版)[M].北京:中国人民大学出版社,1997.
[3]里斯,特劳特.定位[M].中国财政经济出版社,2002.
[4]王宁.消费社会学[M].社会科学文献出版社,2001.
[5]Jean Baudrillard.物体系[M].上海世纪出版集团,2001.
[6]Jean Baudrillard.消费社会[M].南京大学出版社,2001.
[7]Dawar,Niraj and Philip Parker.Marketing universals:consumers’use of brand name,price,physical ap-pearance,and retailer reputation as signals of product quality[J].Journal of Marketing,1994,58(April):81~95.
[8]Kirmani,Amna and Hans Baumgartner.Reference points used in quality and value judgements[J].Mar-keting Letters,2000,11(4):299~310.
[9]Olson,Jerry C.and J.Jacoby.Cue utilization in the quality perception process[A].In Venkatesan,M.(Ed.).Proceedings of 3rd Annual Conference[C].Chicago:Association for Consumer Research,1972:167~179.
[10]Peterson,Robert A.The price-perceived quality relationship:experimental evidence[J].Journal of Mar-keting Research,1970,7(November):525~528.
[11]Wheatley,John J.,John S.Y.Chiu and Arieh Goldman.Physical quality,price,and perceptions ofproduct quality:implications for retailers[J].Journal of Retailing,1981,57(2):100~116.
[12]Zeithaml,Valarie A.Consumer perceptions of price,quality,and value:a means-end model and synthe-sis of evidence[J].Journal of Marketing,1988,52(3):2~22.
①参见斯蒂芬.P.罗宾斯:《管理学》,中国人民大学出版社2004年版,第45页。
②转引自莱斯利.德.彻纳东尼:《品牌制胜》,中信出版社2002年版,第26页。
③下述有关定位的引文均来自《定位》一书,不再一一注释。
引用本文
王新新. 品牌管理对质量管理悖论的破解[J]. 上海财经大学学报, 2007, 9(3): 86–92.
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