浅谈企业的品牌战略论文.doc

PAGE PAGE 15 黑 龙 江 大 学 本 科 生 毕 业 论 文 论文题目： 浅谈企业的品牌战略 摘要 激烈的国际市场竞争中，品牌的作用日趋明显，品牌战略已被众多企业所重视。品牌战略的实施是关系到企业的总体，涉及到每个员工和每个经营过程，是一个有着整体高度的战略决策。一个国家的经济发展水平与品牌的多少息息相关，企业的品牌建设受到国家的高度重视，但我国许多企业品牌战略方面还略显逊色，还与发达国家存在着差距，如何强化品牌意识，正确的实施品牌战略，关注品牌的管理工作，是我国企业发展的方向，也是提高我国经济发展水平的重要手段。品牌是企业的无形资产，是一个有价值的企业财富，品牌建设能够提高企业在国际市场的核心竞争力，所以，品牌战略问题的研究是促进我国企业迈向国际市场的必要条件。 关键词 品牌；品牌战略；品牌管理 Abstract In the fierce market competition, the role of the band has become increasingly evident. The brand strategy has become valued by enterprises. Implement of brand strategy related to the company’s management process, include all the employees and each process. It becomes a high degree strategic decision. A country’s economic development level is closely related to the brand of quantity. Corporate brand strategy get much attaches by the state, but many of our corporate brand strategy is still not perfect. The development countries do much better than us. China’s enterprises should strengthen brand awareness and implement the brand strategy, also concerned about brand management. It also an important means to improve the level of our country‘s economic. Brand is the intangible assets of the corporate. Brand building can enhance the core of competitive position. The research of the brand strategy problem is the necessary condition of enterprises into the international market. Keywords brand; brand strategy; brand management. 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc323543329 摘要 PAGEREF _Toc323543329 \h I HYPERLINK \l _Toc323543330 Abstract PAGEREF _Toc323543330 \h II HYPERLINK \l _Toc323543331 前言 PAGEREF _Toc323543331 \h 1 HYPERLINK \l _Toc323543332 一、品牌战略概述 PAGEREF _Toc323543332 \h 2 HYPERLINK \l _Toc323543333 （一）品牌的概念与作用 PAGEREF _Toc323543333 \h 2 HYPERLINK \l _Toc323543338 （二）品牌战略的定义与目的 PAGEREF _Toc323543338 \h 3 HYPERLINK \l _Toc323543339 （三）品牌战略的八大要素 PAGEREF _Toc323543339 \h 4 HYPERLINK \l _Toc323543348 二、品牌战略管理 PAGEREF _Toc323543348 \h 6 HYPERLINK \l _Toc323543349 （一）品牌竞争战略 PA