企业品牌战略预案.doc

 摘 要 品牌是一个企业的重要无形资产，对于企业在激烈的市场竞争中具有重要的作用。品牌战略就是企业通过运用一系列市场营销方法，是消费者牢牢记住并认可自己的产品或企业，并以此获得市场竞争优势，塑造企业品牌，树立企业形象，已成为当代企业生存与生长的必由之路。 在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。本文从塑造优秀的企业品牌营销及其应具备的几个特性方面，探索企业营销的品牌战略。 关键词：品牌，品牌战略，品牌管理 Abstract Brand is an important intangible asset of an enterprise, for the enterprise play an important role in the fierce market competition. Brand strategy is the enterprise by using a series of market method to make consumers remember and recognize their own products or businesses, and to obtain the market competitive advantage. Shaping the corporate brand and establish a corporate image, has become the necessary way of contemporary corporate survival and growth. 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. Keywords: Brand, brand strategy, brand management  目 录 第1章 引言 1 第2章 品牌战略概述 2 2.1品牌 2 2.2品牌的作用 2 2.3品牌战略的定义与目的 3 2.3.1品牌战略的定义 3 2.3.2品牌战略的与目的 3 2.4品牌战略的八大要素 3 2.4.1品牌与产品质量 3 2.4.2品牌与技术开发 4 2.4.3品牌与企业信用 4 2.4.4品牌与企业文化 4 2.4.5品牌与市场规模 4 2.4.6品牌与企业人才 5 2.4.7品牌定位、设计与策划 5 2.4.8品牌整合营销传播 5 第3章 品牌战略管理 6 3.1品牌战略的模式 6 3.1.1单一品牌战略 6 3.1.2多品牌战略 6 3.3.3复合品牌战略 6