论企业品牌战略【市场营销专业毕业设计论文】.docVIP

论企业品牌战略 ?? ?摘　要: 品牌，20世纪90年代以来在中国出现频率最高的词汇之一，也是国人最为关注的现象之一。在“品牌热”的大潮中，各级政府机构纷纷成立品牌战略促进机构，各类企业努力打造“中国驰名商标”和“中国名牌”，但品牌究竟是什么？ 20世纪50年代，美国的大卫.奥格威第一次提出品牌概念；而在中国直到90年代才出现了这个概念。现在业内外对品牌的定义可谓林林总总，没有形成共识，其各自有着不同的侧重点，也有着各自的优缺点；把传统及现今业界对品牌的定义进行了一番梳理和分析，笔者把品牌作如下定义：品牌是在营销或传播过程中形成的，用以将产品与消费者等关系利益团体联系起来，并带来新价值的一种媒介。“战略”一词，原来是军事方面的术语，指的是将帅的智谋、筹划以及军事力量的运用。我国古代著名军事著作《孙子兵法》既是一本有关战略战术思想的集大成之作。普鲁士军事理论家塞维茨认为，战略是为了达到战争的目的而对战斗的运用，这一定义后被广泛采纳。20世纪60年代，美国管理学家H.I.安索夫就将战略运用于企业管理中，针对日益复杂的企业进行统筹规划和协调指导。随后，经济生活的频繁导致市场竞争空前激烈，许多企业家纷纷从兵书上寻求治理方略，一股战略潮迅速在全世界范围内蔓延开来。 ? Abstract: Brand, 20 occurred in China since the 1990s the frequency of one of the highest terms, the phenomenon is one of our top concern. In the hot brand tide, government agencies at all levels have set up strategic brand promotion agencies, and enterprises of all types to create Chinese famous brand and Chinese brand name, but what is the brand? 1950s, the United States David. Aogewei first proposed brand concept; In China until the 1990s was the emergence of this concept. Now, the definition of brand is different, there is no consensus, their different emphases, and have their own advantages and disadvantages; The traditional and modern industries to the definition of a brand screen and analyze, and the author of brand as follows : brand marketing or dissemination in the course of formation for the products and consumer interest groups and other relations link, and bring new value of a vehicle. strategy, the original military terminology, is commanding the resourcefulness, planning and the use of military force. My famous ancient military book Sun Tzu is a combination of the strategic and tactical thinking for. German military theorist ad that strategy in order to achieve the purpose of fighting the war on the use of this definition was widely accepted. During the 1960s, American scientists H management. Ansuofu strategy will be applied to the management of enterprises, enterprises with increasingly complex integrated planning and c