文档介绍：WTD standardization office【WTD 5AB- WTDK 08- WTD 2C】
企业战略方案现阶段民营企业品牌塑造浅析
★★★文档资源★★★
【摘要】进入二十一世纪，市场竞争明显的特点是从低层次的价格战、广告战等向高层次的品牌竞争发展。创建强势品牌，提高企业竞争力成为众民营企业家的梦想。本文首先从分析新经济条件下市场环境变化入手，凸显品牌重要性。然而品牌塑造绝不是一蹴而就的，它是一个系统工程，存在两重性：过程的艰难性，目标实现的可能性。这意味着民营企业品牌塑造过程中存在许多困难，本文最后将对此提出几种可供民营企业选择的品牌塑造方法和建议。
【关键词】品牌 强势品牌 品牌形象 品牌塑造1
【Abstract】Enters 21st century, the characteristic with obvious market competition is to develop from the price war of the low level, advertising fight,etc. to the high-level brand competition. Establish surging brand, raise the dream that enterprise's competitiveness becomes many private entrepreneurs. This text starts with analyzing the market environment change under the new economic condition at first, prominent brand importance. But the brand moulds accomplishing in one move definitely, it is a system engineering, the duality exists: The difficulty of the course, the possibility that the goal realizes. This mean enterprise run by the local people brand mould course there are a lot of difficulties, this text put forward to this several support brand that enterprise run by the local people choose mould method and suggestion finally.
【Key words】Surging brand; Image of the brand; the brand molding
【文献综述】
一、本文写作目的与意义
品牌，对于中国人来讲，它代表价值、地位、品质、承诺，还有很多难以言喻的东西。对于它,我们更多的只是感性方面的认识，由于市场经济竞争环境的形成，使我们不得不从理性的高度对品牌进行重新的思考和认识。
美国营销大师科特勒教授把品