品牌战略研究(修改)毕业论文.doc

高等教育自学考试质量技术监督管理专业 毕 业 设 计 题 目： 品牌战略研究 专 业： 质量技术监督管理 考生姓名： 许康乐 考 号： 400109170256 指导教师： 哈尔滨理工大学 2011年8月26日 品牌战略研究 摘要 随着我国市场经济的发展和改革开放的不断深入,我国的企业面临着更加激烈的竞争和挑战。企业的竞争已不仅仅是产品质量、服务、信息的竞争了,实施企业品牌战略已是企业必然的选择。本文就企业品牌、品牌战略的意义和作用以及我国企业品牌战略的现状做了一些简要的分析。并提出了实施品牌战略的一些对策建议。 品牌是21世纪企业管理中非常重要的内容之一。随着我国经济体制的改革，市场经济得到发展，社会经济文化日益进步，经济运作方式也发生了质的变化。商业企业经营观念、经营目的也随之发生了相应的变化。与之相适应，企业必须依照内外部经营环境发生的深刻变化，重新高速企业经营的指导思想、经营战略。商业企业在运用各种经营战略从事经营管理与市场营销中，也逐渐形成了一种新的经营指导思想，即品牌战略。本文论述了品牌战略与企业品牌，品牌的作用、品牌战略的要领及特点，品牌战略与其他经营战略的差异，品牌相对垄断策略， 实施品牌战略的作用与意见， 企业品牌战略的作用与意见， 企业品牌战略在我国企业动作中的现太，企业运作中品牌战略对策的灵活作用。 Abstract With the development of our market economy and the deepening of reform and opening up, Chinas enterprises are faced with more fierce competition and challenges. The competition of the enterprise is not only the quality of products, services, information competition, the implementation of brand strategy is the enterprise inevitable choice. The enterprise brand, brand strategy significance and the function as well as our country enterprise brand strategy present situation has made some brief analysis. And put forward some countermeasures and suggestions of implementing brand strategy. Brand is the twenty-first Century enterprise management one of the very important contents. Along with the reform of our country economic system, market economic development, socio-economic and cultural progress, economic operation has also undergone a qualitative change. Commercial business concepts, business purpose also produced corresponding change subsequently. Accordingly, the enterprise must in accordance with the internal and external operating environment of profound change, high speed business guiding ideology, management strategy. Commercial enterprises in the use of various operating strategies in management and marketing, also gradually has formed one kind of new management guiding ideology, namely brand strategy. This pa