浙江财经学院李艳芬论企业的品牌战略研究.docVIP

PAGE PAGE 1 论企业的品牌战略研究 ——以苹果公司为例 李艳芬 （浙江财经学院工商管理学院企业管理专业） 摘 要 随着世界经济社会的发展，经济全球化和世界经济一体化在全球范围蔓延开来。在科学技术日新月异的今天，企业在快速发展的同时又面临着激烈的竞争。在现在这个品牌竞争的时代，一切都在品牌化，相对于有形资产来说，品牌作为一种特殊的无形资产具有更高的价值，这使得企业的竞争侧重于包括产品质量、服务、信息等方面的品牌战略的竞争。因此，品牌战略在激烈的市场竞争中发挥着越来越重要的作用。毋庸置疑，品牌是现代产品的核心内容，品牌效应在市场中占据着重要的地位，一个成功的品牌战略可以带动企业整体销售量的增加和利润的增长；而反过来，创造一个成功的品牌战略则需要长期的品质、价值保证。成功的品牌战略不仅在于能够保证企业未来的利润，增加顾客对企业产品的需求，更在于企业在出现危机时能够予以支持，以确保企业的可持续发展。但是对于大多数企业而言，在品牌战略方面还存在着问题，企业应该根据内外部环境的变化，适时改变自己的品牌战略，提升品牌的经营能力和市场竞争力。本文对企业品牌战略的内容、特点和现状进行了简要的分析，论述了品牌战略的管理流程，对品牌战略的几个主要模型，以及品牌战略的运用比较分析与选择进行详细论述，并得出自己的结论及对策。本文以苹果公司为例贯穿始终，通过分析苹果公司的品牌战略，并同其他公司的对比分析，对企业的品牌战略进行深入的探讨。 关键词 品牌战略；竞争；对策；品牌价值 ABSTRACT As the worlds economy and society develop economy globalization and the integration of the world economy spreads rapidly. In science and technology are developing rapidly in fast development, enterprise today while facing fierce competition. In this era of brand competition, all in the brand, relative to the tangible assets speaking, brand, as a special kind of intangible assets with higher value, this makes the enterprise competition is including product quality, service and information and the brand strategy in the competition. Therefore, brand strategy in the fierce competition in the market plays a more and more important role. No doubt, the brand is the core content of modern products in the market, the brand effect occupies an important position, a successful brand strategy can drive enterprise overall increased sales and profits growth; And on other hand, creating a successful brand strategy requires long-term quality, value assurance. Success is not only the brand strategy to ensure enterprise future profits, increase customer to enterprise product demand, more in enterprise in a crisis, support them when to ensure the sustainable development of the enterprises. For most businesses, in brand strategy still exist problems, enterprise should according to internal and external environment changes, timely ch