文档介绍：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 jacking 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 market of china is a big part of market of china joined WTO,products are more and more similar,the competition for brand becomes more necessity and buyer's market,competition is more severe,with a severe competition brand is the key factor that can make a company developing and competition for economy is competition for brand from some point of view.
KEY WORDS: Corporate, Brand ,The Brand Strategy
内容提要 I
ABSTRACT II
前言 1
第一章诸论 2
1选题的背景和意义 2
3
第二章品牌战略概述 4
1品牌的起源和发展 4
5
2. 1品牌的概念 5
2. 2品牌的分类 5
6
3. 1品牌的特征 6
3. 2品牌的作用 7
4品牌战略的概念 10
4. 1品牌战略的概念 10
4. 2品牌战略过程分析 11
第三章我国品牌战略发展的现状 12
1国内企业目前的状况 12
2对国内企业目前实施品牌战略现状的分析 13
14
3. 1对品牌的认识程度不够 14
3. 2缺乏强有力的质量、技术支持 14
3. 3盲目品牌延伸 15
15
3. 5品牌形象朝令夕改 15
4企业实施品牌战略存在的问题 16
第四章企业品牌战略的实施 17
1树立强烈的品牌经营和战略观念 17
2选准市场定位，确定战略