企业件品牌战略探(谢伟).docVIP

企业品牌战略探析 作者：谢伟 指导老师：戴强 摘 要: 市场经济条件下，品牌现已成为企业争夺和占领市场的重要工具。本文简要分析了企业品牌、品牌战略的作用和意义以及国内企业品牌战略的现状及其原因，并着重论述了科学选择、正确实施品牌战略的几个重要环节。 关键词: 品牌； 品牌战略； 竞争力 Enterprise brand strategy paper Author:Xie Wei Tutor:Dai Qiang Abstract: Under the conditions of market economy, the brand has become for the enterprise and occupy the market important tools. This paper analyses the enterprise brand, brand strategy of function and meaning and domestic enterprise brand strategy of the present situation and reason, and focuses on the scientific selection, correctly implement the brand strategy of several important se