浅析企业品牌战略-毕业论文（设计）.doc

l 浅析企业品牌战略 内容提要 近年来，我国企业实施品牌战略取得了显著成效，但是，企业在实施战略上缺乏紧迫感，对实施品牌战略的理论缺乏，品牌营销空白，缺乏相应的机制等问题影响企业实施品牌战略。解决这些问题的对策是建立和完善企业制度，树立企业的品牌战略意识，准确地进行市场定位，运用资本经营和充分利用信息网等。 随着经济全球化时代的到来，中国的经济已经融入到了世界经济的大潮之中，中国的市场也成为了世界市场中的重要组成部分。随着中国加入WTO，产品同质化越来越明显，品牌的竞争就越发的必要和重要了。在当前买方市场的态势下，市场竞争愈趋激烈，如何在激烈的市场竞争环境下，企业取得发展和辉煌，品牌是决定成败的关键因素。现代经济竞争，从某种意义上说就是品牌竞争。 关键词：企业 品牌 品牌战略 Light on the implementation of the enterprise brand strategy ABSTRACT In recent years,the brand strategy implementation has achieved remarkable results,but the enterprise in the implementation of brand strategy,lacking a sense of urgency,on the theory of a lack of brand strategy,brand marketing gaps,lack of appropriate mechanisms and other issues affect the implementation of brand strategy,Address addressing these issues is to establish and perfect the system,establish a sense of corporate brand strategy,and accurate market positioning,the use of capital operation and full use of information net. Along with the economic globalization ages is coming,the economy of china has mixed together with the economy of world.The market of china is a big part of market of world.When china joined WTO,products are more and more similar,the competition for brand becomes more necessity and importance.In buyer’s market,compctition is more severe,with a severe competition brand is the key factor that can make a company developing and winning.Modern competition for economy is competition for brand from some point of view. KEY WORDS: Corporate, Brand ,The Brand Strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc274993680 内容提要 PAGEREF _Toc274993680 \h I HYPERLINK \l _Toc274993681 ABSTRACT PAGEREF _Toc274993681 \h II HYPERLINK \l _Toc274993682 前 言 PAGEREF _Toc274993682 \h 1 HYPERLINK \l _Toc274993683 第一章 诸论 PAGEREF _Toc274993683 \h 2 HYPERLINK \l _Toc274993684 1.1 选题的背景和意义 PAGEREF _Toc274993684 \h 2 HYPERLINK \l _Toc274993685 1.2 企业品牌战略理论发展概述 PAGEREF _Toc274993685 \h 3 HYPERLINK \l _Toc274993686 第二章 品牌战略概述 PAGEREF _Toc274993686