中小企业如何实施名牌战略 毕业论文.doc

中小企业如何实施名牌战略 摘要 21世纪将是以品牌竞争为主要形式名牌竞争为主宰的时代，品牌经营已是势在必行。然而中小企业由于起步晚、基础薄弱、经验不足等原因，在品牌经营中存在很多误区，使中小企业在一种两难境地中。中小企业要获得长久生存和前瞻性的发展，就要在实施品牌战略时既有宏观的把握，又有在对品牌内涵深刻理解的基础上实施品牌战略规划，特别是品牌文化战略是中小企业取得无可替代的竞争优势的关键。 面对国际市场已进入品牌竞争阶段的严峻挑战。我国企业必须迅速转变观念，确立品牌经营的战略方针，实施适应新经济时代的品牌战略，在激烈市场竞争中求得生存和发展。 本文对企业如何实施品牌战略进行探索，以期为我国企业尽快走向世界，参与国际市场竞争，并在竞争中获胜作出贡献。 关键词：品牌战略 品牌质量 品牌　 Abstract in the 21st century, brand competition will take the dominant form of competition. Brand operation is imperative. However, because of late-developing, weak foundation, scarce experience etc., small-and-medium-sized businesses have a lot of misunderstanding of brand operation, which leads them into a hard condition. Small and medium-sized enterprises want to access to long-term survival and the development of the prospective, will be in the implementation of brand strategy, and both macro grasp in deep intension of brand based on the understanding of the implementation of brand strategy planning, especially the brand culture strategy is small and medium enterprises to get the irreplaceable competitive advantage of the key. To face for the critical challenge that the Brand competition has staged on the International Market, so enterprises in our country must transform thought thoroughly, and established a strategic policy of Brand management, implement the Brand strategy, which is fit for the New Economic Era, and strive to survive and develop in the sharpening market competition. In this paper, the enterprise how to implement the brand strategy, in order to explore for our country enterprise as soon as to world, and participate in the international market competition, and win in the competition to contribute. Keywords: strategic brand; quality brand; brand; 目 录 前 言………………………………………………………6 第一章 品牌的基本概念………………………………7 第一章 品牌的含义与特征……………………………7 第二节 品牌的作用与价值……………………………7 中小企业品牌战略相关的概念………………8 第一节 中小企业和品牌战略的含义…………………8 第二节 品牌战略的类型………………………………9 第三章 我国中小企业实施品牌战略的必要性………9 第一节 中小企业想发展必须推进品牌成长战略