9论企业品牌战略管理的现状及问题分析研究.docVIP

摘要 本文的结构从战略内容来看是总一分式结构,即先提出品牌战略研究背景及意义,再围绕这一框架图,先分析外围的主、客体和环境要素,然后将分析得出品牌战略制定和实施过程;从各章节之间的联系来看本文是分一总式结构。第二章就品牌战略的一些相关概念作简要介绍,并提出企业进行品牌战略管理的作用及目标，使以下各章节都围绕这一目标而展开;第三章企业进行品牌战略的问题分析，为第四章企业品牌战略制定和实施过程做出调研准备，为第五章企业品牌战略的实施建议做好铺垫第五章有关品牌战略要面临的建议,并辅以实例,对企业品牌战略的实施作了一个总的概括和说明,经历和采取的几条途径。 关键词： ABSTRACT Era of market economy, the brand has become an important tool for companies dominate the market. As peoples living standards improve, the importance of the brand is growing. In the economic globalization today, China’s enterprises to compete on a global scale to survive, we must attach importance to the strategic height of brand strategy. This paper is structured content from a strategic point of view is always a fractal structure, that is, first proposed research background and significance of brand strategy, and then around this framework map , first analyze the external host and guest , and environmental factors , and will analyze the results of brand strategy formulation and implementation process ; linkages between the chapters from the point of view of an article is the total structure. The second chapter of brand strategy briefly introduced some related concepts and proposed enterprise role of brand management strategy and objectives , make the following chapters unfold around this goal ; Chapter enterprises in brand strategy, problem analysis, as Chapter IV corporate brand strategy formulation and implementation process to make research to prepare for the fifth chapter of the implementation of the proposed corporate brand strategy to pave the way for brand strategy Chapter to face advice and supplemented by examples of corporate brand strategy implementation made a general summary and description , experience, and take several ways . The research result for the domestic implementation of brand strategy has to know and reference for domestic enterprises to solve problems in brand building has targeted practical significance. Key Words: Brand; Brand extension；Brand strateg