浅谈企业实施品牌战略问题---毕业论文.docVIP

浅谈企业实施品牌战略问题 摘 要 近年来,我国企业实施品牌战略取得了显著成效,但是,企业在实施品牌战略上缺乏紧迫感,对实施品牌战略的理论缺乏,品牌营销空白,缺乏相应的机制等问题影响企业实施品牌战略,树立企业的品牌战略意识,准确地进行市场定位,运用资本经营和充分利用信息网等随着市场经济的深入发展,企业间的竞争已由过去的质量和服务水平等综合素质的竞争,进而发展为品牌,谁就拥有了称雄市场的资本,也就能够独占鳌头,是因为品牌具有不可估量的“多米诺骨牌效应——品牌效应”,就是质量,是产品满足社会而获得的经济效果本文就企业和品牌和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。同时也提出了实施品牌战略的一些对策建议。 Light on the implementation of the enterprise brand strategy problem ABSTRACT In recent years, the brand strategy implementation has achieved remarkable results, but the enterprise in the implementation of brand strategy, lacking a sense of urgency, on the theory of a lack of brand strategy, brand marketing gaps, lack of appropriate mechanisms and other issues affect the implementation of brand strategy. Address addressing these issues is to establish and perfect the system, establish a sense of corporate brand strategy, and accurate market positioning, the use of capital operation and full use of information net. As the market economy of the in-depth development , competition among enterprises has been in the past the quality, price competition in quality, variety, reputation, corporate image and service level of the overall quality of competition, the development of brand, brand strategy competition. who can create the brand, whoever has a dominating market capital, and you could came out top. This is so because the brand is of incalculable domino effect - the brand effect. The so-called brand is quality, the impact of credit force, is a product to meet the social and economic results obtained. In this paper, corporate and brand and the significance and role of brand strategy and brand strategy, our current situation made some brief analysis. 同时也提出了实施品牌战略的一些对策建议。 Also proposed the implementation of brand strategy, some suggestions. KEY WORDS: Business, Brand, Brand strategy, Brand planning 目　录 前　言 1 一、 企业品牌形成的背景及作用 3 (一) 企业品牌形成的背景 3 (二) 品牌的作用 3 二、 企业品牌战略的意义 5 (一) 品牌战略的定义 5 (二) 放弃品牌，一种时间后延式品牌战略 6 (三) 品牌是一把双刃剑 7 (四) 品牌营销的五个要素 7 1、 质量第一 8 2、 诚信至上 8 3、 定