论企业品牌营销战略doc.doc

摘要 中小企业发展历史较短，承担风险和发展创新能力较差等客观因素导致使得我国中小企业呈现出投资主体和所有制结构多元化、劳动密集度高、缺少技术含量和自主品牌，利润率普遍较低等情况。出现了较为流行的贴牌生产模式，但是随着我国经济发展，劳动力成本已经不再处于具有竞争力的地位，世界上其它第三世界国家和地区代工厂的设立，为我国企业出口带来极大的困难，贴牌生产的产业模式不具有可持续发展能力。品牌作为一个企业的形象代表，一个产品的标识，对于企业提高产品知名度、提升企业的竞争力具有重要的作用。面对激烈的竞争形势，企业除了提高产品的质量等手段外，必须通过品牌营销，才能占领市场，扩大销售。因此，在这样的背景下，探讨企业品牌营销战略，对于企在做大做强，并成为世界级的大企业具有重要的意义。本文重点从四个方面作了论述。首先论述了品牌营销战略的有关理论，其次分析了企业品牌推广战略的意义，第三以上海有朋普洱茶庄有限公司为例，分析公司品牌营销现状，第四提出了公司品牌营销战略的实施策略。 关键词：上海有朋公司　品牌营销　营销策略 Abstract The development of small and medium-sized enterprises relatively short history， risk and the development of innovative ability is poor and other objective factors lead to the small and medium-sized enterprises of our country presents the subject of investment and diversified ownership structure， labor intensity， the lack of technical content and independent brands， profit margins are generally low. A more popular OEM mode， but with Chinas economic development， labor costs are no longer in a competitive position， the other third world countries and regions generation factories are set up， bring great difficulties for our enterprises to export， OEM production industry model does not have the capacity for sustainable development. Brand as a corporate image representative， a product identification， has an important role for the enterprises to improve product awareness， enhance the competitiveness of enterprises. In the face of fierce competition， the enterprise in addition to improve the quality of the products and other means， must through the brand marketing， to occupy the market， expand sales. Therefore， in this context， to explore the brand marketing strategy， for the enterprises in the bigger and stronger， and has important significance to become a world-class companies. This paper discussed from four aspects. First elaborated the related theory of brand marketing strategy， followed by analysis of the enterprise brand promotion strategy significance， third to Shanghai Peng Pu er tea Tea Co.， Ltd as an example，