论品牌战略在我国企业发展中的作用.docxVIP

PAGE II 论品牌战略在我国企业发展中的作用 内 容 摘 要 改革开放四十多年来，我国企业如雨后春笋般不断发展壮大，推动了国民经济的发展。由于企业数量的不断增加，品牌的树立便在企业发展中充当了一个重要的角色。本文通过运用文献研究法与案例分析法，查阅了相关文献，以体育品牌企业为例，分析重视运行品牌战略和不重视运行品牌战略的不同效果，引起我国企业对有效运行品牌战略的高度重视，使其了解在运行品牌战略过程中可能会遇到的问题以及解决方法，并提出可供借鉴的成功运行品牌战略的建议，从而归纳出品牌战略在我国企业发展中起着重要作用的结论。可以说，品牌战略对于一间成功的企业而言是不可或缺的，能否树立起一个属于自己的品牌将影响该企业的竞争力与发展空间。 关键词：品牌战略；企业；创新 Research on the Role of Brand Strategy in the Development of Chinese Enterprises Abstract In the past more than 40 years of reform and opening up, Chinese enterprises have sprung up and grown like mushrooms, driving the development of the national economy. As the number of enterprises continues to increase, the establishment of brands has played an important role in the development of enterprises. By using the method of literature research and case analysis, the relevant literature was checked, and sports brand enterprises were taken as examples. This paper analyzes the different effects of paying attention to running brand strategy and not paying attention to running brand strategy, drawing great attention of Chinese enterprises to effectively run the brand strategy, so that they can understand that they may encounter problems in the process of running brand strategy and know the solutions, and suggestions for successful operation of the brand strategy are put forward. The paper concludes that the brand strategy plays an important role in the development of Chinese enterprises. Brand strategy is indispensable for a successful enterprise. Whether an enterprise can establish a brand of its own will affect the competitiveness and development space of this enterprise. Key words: brand strategy; enterprises; innovation 目 录 TOC \o 1-3 \h \z \u 内 容 摘 要 I Abstract II 一、 绪 论 1 （一）研究背景与研究意义 1 （二）国内外研究现状 1 1.国外研究现状 1 2.国内研究现状 2 （三）研究内容与组织结构 3 （四）研究方法 3 二、品牌战略的相关理论 3 （一）品牌战略的概念 3 （二）品牌化决策 4 （三）品牌模式选择 4 三、我国企业重视运行品牌战略的必要性 4 （一）品牌意识薄弱导致了企业寿命极短 4 （二）品牌定位不清晰导致了企业缺少自身特色 5 （三）自主创新能力不足导致了企业产品实力不足 5