企业实施战略品牌的对策-学年论文.docVIP

序号（学号）： 学 年 设 计（论 文） 企业实施战略品牌的对策 姓 名 学 院 专 业 班 级 指导教师 年 月 日  企业实施品牌战略的对策 [摘要] 品牌是目标消费者及公众对于某一特定事物心理的﹑生理的﹑综合性的肯定性感受和评价的结晶物。近年来，一些意识超前的企业纷纷运用品牌战略的利器，取得了竞争优势并逐渐发展壮大。 Enterprise brand strategy [Abstract] The brand is the goal of consumers and the public on a particular matter psychological, physiological, comprehensive and positive feelings and evaluation of the crystals. In recent years, some sense of enterprises are using the weapon brand strategy, obtain the competitive advantage and develop gradually expand. In economic globalization competition, Chinese enterprises lack production advantages, but there is no obvious advantages brands, entered a brand-new twenty-first Century, small and medium-sized private enterprises gradually put brand strategy as part of their business strategy, has realized the brand strategy in many strategic embodied important significance. In the past few years, Chinese private enterprises brand construction activity is done very prosperous, seems to be a kind of fashion. But in the process of constructing the brand strategy in the process exists many problems. This paper discusses the private enterprises to implement brand strategy, analyzes the advantages of brand strategy and our country enterprise brand size deletions, proposed to precisely formulate brand strategy policy, adjust the strategy in time direction. With high quality, high credibility, create a good brand image, to seek a lasting competitive advantage. [Keywords] enterprise ；brand；brand strategy ； countermeasure 目录 一、品牌战略的内涵及企业实施品牌战略的意义 1 （一）品牌战略的内涵 1 （二）企业实施品牌战略的意义 1 1、 提升企业的竞争力 1 2、 增加有形商品的附加价值 2 3、 与同类商品相区别 2 二、我国企业品牌战略现状 2 （一）我国企业实施品牌战略的发展现状 2 （二）企业目前实施品牌战略现状的分析 2 1、国内外品牌之间存在着很大的差距 2 2、缺乏品牌核心价值 3 3、国企业名牌流失现象严重 3 4、缺乏整体品牌战略规划 3 三、企业成功实施品牌战略的途径 3 （一）企业制定和实施长远的品牌发展战略 3 （二）企业应当对品牌进行准确的市场定位 4 （三）企业应当努力提高自身产品的质量 4 （四）加强品牌投资 4 （五）加强售后服务及创新 4 四、总结 5 参考文献 6 一、品牌战略的内涵及企业实施品牌战略的意义 （一）品牌战略的内涵 品牌战略市场经济中竞争的产物，企业品牌战略的实质是为赢得品牌的市场统治权的战略，它是企业发展战略的有机组成部