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1、中國(guó)企業(yè)品牌戰(zhàn)略現(xiàn)狀及其對(duì)策研究摘要：隨著經(jīng)濟(jì)的發(fā)展和人們生活水平的提高，市場(chǎng)環(huán)境發(fā)生了極大的變化，品牌的重要性越來(lái)越大。在經(jīng)濟(jì)全球化的今天，中國(guó)的企業(yè)要在全球范圍的競(jìng)爭(zhēng)中生存下去，必須在戰(zhàn)略的高度上重視品牌戰(zhàn)略。國(guó)內(nèi)很多企業(yè)在品牌經(jīng)營(yíng)上仍有很多問(wèn)題，存在著許多重大失誤，如宣傳策略不當(dāng)、缺乏創(chuàng)新、喪失特色等。本文在對(duì)品牌戰(zhàn)略相關(guān)基本概念解析的基礎(chǔ)上分析了我國(guó)企業(yè)實(shí)施品牌戰(zhàn)略的重要性，并針對(duì)我國(guó)企業(yè)在實(shí)施品牌戰(zhàn)略中存在的問(wèn)題提出了相關(guān)對(duì)策。關(guān)鍵詞：企業(yè)品牌品牌戰(zhàn)略StudyonStatusQuoand
2、CountermeasureofBrandStrategyofChina’sEnterprisesAbstract:Alongwiththedevelopmentofeconomicandtheenhancementofpeoplelivingstandardthemarketenvironmenthashadenormouschangeandthebrandhasbeenmoreandmoreimportant.Nowadayswiththeglobalizationofeconomicforth
3、esakeofsurvivalincompetitionChinasenterprisesshouldpaymoreattentiontothebrandstrategy.TherearestillmanyproblemsinDomesticenterprises’brandmanagementlikeinappropriatedrumbeatingstrategylackofinnovationlackofcharacteristicandsoon.Basedontherelevantconcep
4、tofbrandstrategythisarticleanalyzestheimportanceofimplementingbrandstrategybydomesticenterprisesandgivescorrelativesuggestionstosettletheproblemswhichcomeforthinthisprocess.Keyword:Enterprisebrandbrandstrategy目錄1.引言.....................................
5、..............................12.品牌戰(zhàn)略相關(guān)概念.......................................................22.1品牌的含義.......................................................22.1.1一般意義上的含義...........................................22.1.2作為品牌戰(zhàn)略開(kāi)發(fā)的含義..................
6、...................22.2品牌戰(zhàn)略的含義...................................................23.我國(guó)企業(yè)實(shí)施品牌戰(zhàn)略的重要性..........................................43.1緩解國(guó)外企業(yè)品牌戰(zhàn)略對(duì)中國(guó)企業(yè)造成的沖擊.........................43.2滿(mǎn)足消費(fèi)者對(duì)追求品牌的需要.......................................44.我國(guó)企業(yè)
7、實(shí)施品牌戰(zhàn)略的現(xiàn)狀及存在的問(wèn)題.................................54.1重銷(xiāo)量輕質(zhì)量現(xiàn)象嚴(yán)重.............................................54.2將廣告當(dāng)成創(chuàng)品牌的唯一法寶.......................................54.3品牌缺乏核心價(jià)值.................................................64.4品牌缺乏系統(tǒng)規(guī)劃................
8、.................................65.我國(guó)企業(yè)實(shí)施品牌戰(zhàn)略的對(duì)策............................................75.1要進(jìn)行科學(xué)的品牌定位.............................................75.2確定最適合自己的品牌戰(zhàn)略.........................................85.3重視品牌質(zhì)量.................
