我国中小企业品牌战略实施中的主要问题及对策研究.docVIP

我国中小企业品牌战略实施中的主要问题及对策研究 摘 要 我国企业正面临着更加激烈的竞争和挑战，实施企业品牌战略已是企业必然之路。本文主要叙述品牌战略的意义和作用以及我国企业品牌战略的现状及存在的问题，并提出了实施品牌战略的一些对策和建议。在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。本文在分析我国企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其功能入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品牌，而着力于品牌建设是应对挑战的最佳策略意识，搞好品牌定位，塑造好良好的品牌形象。很多企业越来越认识到面对经济全球化、挑战卓越的品牌管理将成为企业成功的关键。 关键词 中小企业/品牌战略/主要问题/对策研究/建议 MAIN PROBIEMS AND COUNTERMEASURES IN THE IMPLEMENTATION OF BRAND STRATEGY OF SMALL AND MEDIUM ENTERPRISES IN CHINA ABSTRACT Chinas enterprises are facing more fierce competition and challenge, the today, how to adapt to the international trend, building strong brands implementation of brand strategy is the inevitable road to the enterprise. This paper mainly describes the significance and effect of brand strategy and brand strategy of Chinese enterprises current situation and existing problems, and puts forward some countermeasures and suggestions of the implementation of brand strategy. In the economic globalization, improve the competitive ability, has become an urgent problem faced by domestic enterprises. Based on the analysis of the development status of the enterprise marketing brand strategy of our country, its function from the connotation of brand strategy, discusses the role of brand strategy in enterprise marketing. The enterprise needs to use various means to enhance the brand competition, and focus on brand building is the best strategy to cope with the challenge of consciousness, improve brand positioning, build a good brand image. Many companies are becoming more aware of the challenges facing the economic globalization, brand management will become the key to business success. KEYWORDS word s: small and medium-sized enterprises ， brand strategy ， problems ， countermeasures ，suggestions 目 录 TOC \o 1-3 \h \z \u 中文摘要 I 英文摘要 II 引 言 1 1 品牌及品牌战略 2 1.1 品牌的概述 2 1.1.1 品牌的定义 2 1.1.2 品牌对企业的作用 2 1.2 品牌战略概述 3 1.2.1 品牌战略的定义 3 1.2.2 品牌战略的意义 3 2 我国企业品牌形成的历史背景及现状分析 4 2.1 我