(1) Deciding whether to name and design a brand for an enterprise's products is called branding decision;
(2) deciding whether to use the brand name of the enterprise (manufacturer) or the brand name of the distributor, or using the brand name of the enterprise for some products and the brand name of the distributor for others, which is called brand user decision;
(3) Determining the quality level of the brand is called brand quality decision;
④ Deciding whether to use one or several brands or different brands for various products of an enterprise is called family brand decision.
Brand characteristics
1. brand
Brand refers to the name, term, symbol, design or combination of goods or services, aiming at identifying a supplier (or a group of suppliers) and distinguishing a supplier (or a group of suppliers) from competitors. It includes brand names, trademarks, all brand names and all trademarks are brands or parts of brands.
2. Trademark name
Brand name refers to the part of the brand that can be called by language. For example, Coca-Cola, Chevrolet and Aifang are all American famous brands.
3. Brand logo
Brand logo refers to the parts of a brand that can be recognized but cannot be called by words, such as symbols (signs), designs, bright colors or printing.
4. Trademark
An enterprise shall enjoy the exclusive right to use the trademark name and logo after being registered with the relevant competent department of * * * *, and shall be protected by law, and no other enterprise may copy it. Therefore, a trademark is essentially a legal term, which refers to a brand or a part of a brand that has obtained the exclusive right and is protected by law.
5. Brand promotion
All business activities in which an enterprise assigns a brand name and logo to its products and registers with the relevant authorities of * * * are called branding.
Question 2: What are the characteristics of decision-making in basic management courses? What are the basic characteristics of decision-making? The basic elements of implementation (whether a management decision is correct or not is tested in practice) are optimality (the requirement of decision-making is to seek the best goal and achieve it best under the given goals and conditions) selectivity (the important condition of scientific decision-making is to draw up as many feasible schemes to choose from). Decision object (generally refers to a specific system with clear boundaries. ) information (including both the information inside the decision-making object system and the information needed outside the decision-making system) decision-making theory and method (that is, decision-makers are required to use correct decision-making theory and method to make decisions. ) decision-making results (decision-making results should be analyzed and scientifically tested)
Question 3: What are the characteristics of enterprises? What are the basic characteristics of an enterprise? ① Economy; 2 for the purpose of profit; 3 property independence; ④ Organizational completeness; ⑤ Sociality; 6. Legitimacy, etc.
Reprint the following information for reference only:
The basic characteristics of the company are as follows:
1. The company is an economic organization composed of capital. The company is an economic organization invested by many investors and established for operation. It has extensive fund-raising ability. This function is suitable for the development of social productive forces, so it has development advantages.
2. The company has legal personality. That is to say, the company is endowed with legal personality, so that the company can operate in its own name like a real person, enjoy rights, take responsibility and file a lawsuit, thus making the company a competitive subject in the market. In real economic activities, a company is an economic entity.
3. The shareholders of the company shall bear limited liability. This means that once a company has a debt, this debt is only the company's debt, and the company's personalized entity is responsible to the creditors, while the company's shareholders are not directly responsible to the creditors; The shareholders of a company bear indirect limited liability for the company's debts only to the extent of their capital contribution, which disperses the investment risk for shareholders and makes them not affect their personal property outside the investment, so this form of liability is attractive.
The company aims at making profits. This is a characteristic that reflects the basic attributes of the company, because investors have certain interests when investing in the company, hoping to get benefits from the company; From the perspective of economy as a whole, the appreciation of corporate assets is the need of social development. The company aims at making profits, which is also the characteristic that distinguishes the company from other economic organizations and social organizations.
5. The company implements the separation of ownership and management rights. Under normal circumstances, especially for companies with considerable scale, investors buy shares only for the benefit of investment, not for their own operations; For the development of the company, they entrust professional operators to be responsible for the operation. Therefore, the basic relationship in the company is that investors contribute capital and get dividends from the company, and the operators are entrusted to operate for the shareholders and are responsible for them.
6. The company is established and operated according to law, which is a highly standardized enterprise organization form. The establishment, internal and external relations, internal governance structure, merger and division of a company are all handled in accordance with legal norms, and the company is a combination of enterprise form and legal form.
7. The company is a sustainable enterprise organization form. In other words, the investors' equity of the company can be transferred and investors can flow, but the company can still exist as an independent entity, and the company can still engage in business activities normally. The existence of a company does not depend on specific investors.
The basic characteristics of the company show the essential attributes of the company, which is the characteristic that distinguishes the company from other enterprise forms or social organizations.
Basic characteristics of modern enterprise system in China
1, clear property rights
The so-called "clear property rights" mainly has two meanings: (1) there are specific departments and institutions that exercise the rights of possession, use, disposal and income of some state-owned assets on behalf of the state. (2) the boundary of state-owned assets should be "clear", which is commonly known as "finding out the family property". First of all, it is necessary to clarify the physical boundaries of state-owned assets, such as machinery and equipment, factories and so on. Secondly, it is necessary to clarify the value and right boundary of state-owned assets, including the value of physical assets and financial assets, the right form of state-owned assets (equity or creditor's rights, possession, use, disposal and distribution of income rights, etc. ), as well as the total assets after deducting debts.
2. Clear responsibilities and responsibilities
"Clear rights and responsibilities" refers to the reasonable distinction and determination of the respective rights and responsibilities of enterprise owners, operators and workers. Owners, operators and workers have different positions and roles in enterprises, so their rights and responsibilities are also different. That's right. According to the amount of capital contribution, the owner enjoys the right to benefit from assets, the right to make major decisions and the right to choose managers, and bears the corresponding limited liability for the debts of the enterprise when it goes bankrupt. During its existence, an enterprise enjoys the right to possess, use, dispose of and profit from the enterprise property invested by various investors, and is liable for its debts with all the enterprise property of the enterprise. Entrusted by the owner, the operator has the right to operate enterprise assets and other production factors within a certain period and scope, and obtain corresponding income. Laborers have the right to obtain employment according to the contract signed with the enterprise and obtain corresponding income. Responsibility. Corresponding to the above rights is responsibility. Strictly speaking, responsibility also includes what is commonly called taking risks. To achieve "clear rights and responsibilities", in addition to clearly defining the respective rights and responsibilities of owners, operators, laborers and other enterprise stakeholders, rights and responsibilities must also be corresponding or balanced. ......& gt& gt
Question 4: What are the characteristics of enterprise strategy? Reprint the following information for your reference.
Enterprise strategy is an overall and guiding plan to formulate long-term goals and achieve them. It belongs to the category of macro-management, and has six main characteristics: guidance, overall situation, long-term, competitiveness, systematicness and risk.
Influential; Giving guidance
Enterprise strategy determines the business direction and long-term goal of the enterprise, stipulates the business policy and action guide of the enterprise, and plans the development track and guiding measures and countermeasures to realize the goal, which plays a guiding role in the business management activities of the enterprise.
overall situation
Enterprise strategy is based on the future. Through in-depth analysis of the international and domestic political, economic, cultural and industrial operating environment, combined with its own resources, and standing at the height of system management, it has made a comprehensive plan for the long-term development track of the enterprise.
long term
"Today's efforts are for tomorrow's harvest", "Those who have no long-term worries will have near worries". Enterprise strategy gives consideration to short-term interests, focuses on long-term survival and development, establishes long-term goals, plans development trajectory and macro-management measures and countermeasures to achieve long-term goals. Secondly, around the long-term goal, the enterprise strategy must go through a continuous and long-term struggle process. In addition to making necessary adjustments according to market changes, the formulated strategy usually cannot be achieved overnight and has long-term stability.
rivalrousness
Competition is an unavoidable reality in the market economy, and it is precisely because of competition that the dominant position of "strategy" in management is established. Facing the competition, the enterprise strategy needs to analyze the internal and external environment, clarify its own resource advantages, form characteristic management by designing appropriate business models, enhance the antagonism and combat effectiveness of enterprises, and promote the long-term healthy development of enterprises.
systematicness
Enterprise strategy is based on long-term development, establishes long-term goals, sets stage goals around the long-term goals and realizes the business strategies of each stage, forming an interlocking strategic goal system. At the same time, according to the organizational relationship, enterprise strategy needs to be composed of three levels: decision-making level strategy, institutional strategy and functional department strategy. The decision-making level strategy is the overall guiding strategy of the enterprise, which determines the strategic elements such as business policy, investment scale, business direction and long-term goals, and is the core of the strategy. The enterprise strategy explained in this book mainly belongs to the decision-making level strategy; The strategy of public institutions is a long-term plan for the survival and development of enterprises through independent accounting of business units or relatively independent business units, following the strategic guiding ideology of decision-makers, analyzing the competitive environment, focusing on markets and products; Functional department strategy refers to the overall planning of the long-term goals, resource allocation and other strategic support and guarantee systems of various functional departments of enterprises, such as planning department strategy and purchasing department strategy, in accordance with the strategic guiding ideology of decision-makers and the strategy of public institutions, focusing on division of labor and cooperation.
risk
Any decision has risks, and strategic decision is no exception. In-depth market research, accurate industry development trend prediction, objective long-term goals, rational allocation of manpower, financial resources and material resources at various strategic stages, and scientific selection of strategic forms can guide the healthy and rapid development of enterprises. On the other hand, if we only judge the market subjectively, set too ideal goals or predict the development trend of the industry, the formulated strategy will lead to misleading management and even bring the risk of bankruptcy to enterprises.
Question 5: Analyze the new features of modern enterprise management decision-making! Enterprises under the modern enterprise system will face various risks. Once an enterprise makes a mistake in decision-making, fails to reach the expected goal, or loses the opportunity, it will be mercilessly punished by the market. In order to avoid decision-making mistakes and improve the level of decision-making, it is necessary to build an enterprise management decision-making model that meets the requirements of modern enterprise system. This model fully embodies the principles of scientific, democratic, decentralized and institutionalized decision-making, and is an organic system composed of information system, consulting system, action system, implementation and feedback system. Management decision-making mode under concept-based enterprise system: 1. Decision information system In modern enterprise management decision-making, information is the starting point and basis of decision-making. Technically speaking, the decision-making process is a process of continuously obtaining information, processing information and using information. Therefore, the establishment of timely and accurate decision information system is an important material basis for scientific decision-making. Second, the decision-making think tank system is an institution that does not produce any material products and relies on the collective wisdom of experts to conduct management decision-making research. It is an indispensable part of modern enterprise management decision-making system. Third, the decision-making action system is an institution composed of leaders with reasonable intellectual structure and quality, and it is the core of scientific decision-making mode. Its main task is based on a large number of reliable intelligence information, using the knowledge and experience of decision-makers, to systematically verify and logically reason various alternatives proposed by the think tank system, and to choose the most suitable one. But at present, it is a common drawback that no one is responsible or really responsible in the decision-making action system at all levels. The fundamental way to eliminate this drawback is to establish a scientific decision-making responsibility system in the decision-making action system. Under the modern enterprise system, the company board system is a decision-making responsibility system that can be widely used for reference to solve the problem of nobody being responsible. Fourth, the decision-making implementation system A correct decision, if not implemented correctly, is also futile, so the effectiveness of the actual implementation of the decision is the key to success or failure. In an enterprise, all the working class constitute the decision-making execution system. Starting from the overall interests of enterprises, it is an important way to improve the effectiveness of decision-making by giving full play to the subjective initiative of employees. V. Decision Feedback System No decision can be absolutely correct, and the correct decision cannot be completed at one time. Moreover, in the process of decision-making, many uncertain factors will be encountered, which need to be adjusted according to the actual situation. Therefore, it is very necessary to establish a sensitive and accurate decision feedback system in scientific decision-making system. In China's enterprise decision-making system, poor feedback is a serious problem.
Question 6: New features of modern enterprise management decision-making.
1. The decision-making objects are becoming more and more complex.
2. The decision-making environment is changing faster and faster.
3. Decision contains more and more information.
Decision-making time is getting shorter and shorter. 5. The influence of decision-making is increasing.
6. Decision makers change from individual decision-making to group decision-making.
Question 7: What are the concepts and characteristics of modern enterprises? Modern enterprise is the most advanced enterprise organization form and mainstream development trend in modern market economy society. Separation of owners from operators, possession of modern technology, implementation of modern management and expansion of enterprise scale are the four most remarkable characteristics of modern enterprises.
Concept:
An enterprise is a group legal person who engages in production, circulation or service activities according to the entrusted responsibilities entrusted by investors, the state and society, operates independently, is responsible for its own profits and losses, enjoys civil rights independently and bears civil liabilities. Enterprises are formed on the basis of certain property rights relations, and there is a corresponding relationship between the behavior tendency of enterprises and the property rights structure of enterprises. The exchange of goods or services by enterprises in the market is essentially a property right transaction.
Features:
1, which owns all legal person property rights formed by investors' investment and becomes an independent legal person with civil rights and civil liabilities;
2. The company shall bear limited liability for debts with all its property, operate independently according to law, be responsible for its own profits and losses, make independent accounting, pay taxes according to regulations, and bear the fiduciary responsibility for maintaining and increasing the value of investors' capital;
3. Investors enjoy the owner's rights and interests with the capital invested in the enterprise, and undertake limited liability to the company with the property invested in the enterprise.
4. Organize production and operation according to market and social needs, protect the environment, and aim at improving labor productivity, economic benefits and corporate social benefits;
5. Establish a scientific enterprise leadership system and organizational management system, adjust the relationship between owners, operators and employees, and form a management mechanism that combines incentives and constraints, and the shareholders' meeting, the board of directors, the board of supervisors and senior managers check and balance each other.
Question 8: What are the two characteristics that an enterprise must possess? Enterprise strategy has four general characteristics: the first is integrity. Sacredness is relative to locality. Any enterprise strategic planning is a whole problem, not a local problem. The second is the long term. Long term is relative to short term. Any enterprise strategy is to plan a long-term problem, not a short-term problem. The third is the foundation. Fundamentality is relative to concreteness. Basic strategic planning issues of all enterprises, not specific issues. The fourth is scheming. Strategy is relative to routine. Any enterprise strategy is a strategy about enterprise problems, not a traditional concept. Enterprise strategy must have the above four characteristics at the same time, and none of them is a typical enterprise strategy. Enterprise development strategy must also have the essential characteristics of development.
Question 9: What are the characteristics of tracking decision-making compared with general decision-making (1)? Retain the reasonable factors in the original decision-making scheme.
(2) Non-zero starting point: First, try your best to grasp; The second is to be more cautious.
(3) Double optimization: the new decision-making scheme must be superior to the original one; You must choose the best scheme among two or more new decision-making schemes.