文档介绍：-I- 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 W TO, 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- II- 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,lacking a sense of urgency,on the theory ofa 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 . Along with the economic globalization ages ing,the economy of china has mixed together with the economy of market of china isa big part of market of china joined WTO,products are more and more similar,petition for brand es more necessity and buyer ’s pctition is more severe,with a petition brand is the key factor that can make pany developing and for economy petition for brand from some point of view. KEY WORDS: Corporate, Brand ,The Brand Strategy - III- 目录内容提要.......................................................................................................................... I ABSTRACT ................................................................................................................... II 前言............................................................................................................................ 1 第一章诸论................................................................................................................... 2 选题的背景和意义.............