探究戴森公司的品牌竞争优势Exploration of Brand Competitive Edges of Dyson
本文以品牌理论和创新理论为基础，通过品牌定位、品牌体验、品牌传播、品牌维护等角度深入分析了戴森公司取得品牌竞争优势的原因。首先，作者在文献综述部分简要概括了前人对戴森公司的研究和不足。其次，作者回顾了吸尘器和戴森公司的发展历史以及市场现状。进而，从品牌理论和创新理论的角度深入解析戴森公司。其间，指出戴森公司存在的隐患。最后，得出结论：戴森公司取得品牌竞争优势的核心因素是善于品牌管理和持续的技术创新。
关键词：品牌管理；技术创新；竞争优势；隐患
Abstract
The essay deeply analyzes reasons why Dyson succeeds in brand competitive edge on the basis of the theories of brand and innovation from the perspectives of brand positioning, brand experience, brand communication and brand maintenance. First, the author briefly summarizes previous studies on Dyson. Second, the author reviews the development history of vacuum cleaner and Dyson, and then dissects Dyson in terms of the theories of brand and innovation. Meanwhile, the author points out that there are hidden threats to Dyson. Finally, a conclusion is arrived at that the core factor of Dyson’s brand competitive edges lies in good brand management and sustainable technological innovation.
Key words: brand management; technological innovation; competitive edge; hidden threats
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