中国企业品牌战略现状及其对策研究应用.doc

中国企业品牌战略现实状况及其对策研究摘 要：伴随经济发展和大家生活水平提升，市场环境发生了极大改变，品牌关键性越来越大。在经济全球化今天，中国企业要在全球范围竞争中生存下去，必需在战略高度上重视品牌战略。中国很多企业在品牌经营上仍有很多问题，存在着很多重大失误，如宣传策略不妥、缺乏创新、丧失特色等。本文在对品牌战略相关基础概念解析基础上分析了中国企业实施品牌战略关键性，并针对中国企业在实施品牌战略中存在问题提出了相关对策。关键词：企业 品牌 品牌战略 Study on Status Quo and Countermeasure of Brand Strategy of China’s EnterprisesAbstract: Along with the development of economic and the enhancement of peopleliving standard the market environment has had enormous change and the brand hasbeen more and more important. Nowadays with the globalization of economic forthe sake of survival in competition Chinas enterprises should pay more attention tothe brand strategy. There are still many problems in Domestic enterprises’ brandmanagement like inappropriate drumbeating strategy lack of innovation lack ofcharacteristic and so on. Based on the relevant concept of brand strategy this articleanalyzes the importance of implementing brand strategy by domestic enterprises andgives correlative suggestions to settle the problems which come forth in this process.Key word: Enterprise brand brand strategy 目 录1.引言................................................................... 12.品牌战略相关概念....................................................... 2 2.1 品牌含义 ....................................................... 2 2.1.1 通常意义上含义........................................... 2 2.1.2 作为品牌战略开发含义..................................... 2 2.2 品牌战略含义................................................... 23. 中国企业实施品牌战略关键性.......................................... 4 3.1 缓解国外企业品牌战略对中国企业造成冲击 ......................... 4 3.2 满足消费者对追求品牌需要....................................... 44.中国企业实施品牌战略现实状况及存在问题................................. 5 4.1 重销量轻质量现象严重............................................. 5 4.2 将广告当成创品牌唯一法宝....................................... 5 4.3 品牌缺乏关键价值................................................. 6 4.4 品牌缺乏系统计划................................................. 65. 中国企业实施品牌战略对策............................................