文档介绍：I 摘要随着市场竞争的加剧和科学技术的发展产品之间的差异性越来越趋于同质化企业之间的竞争越来越由产品的竞争转化为品牌的竞争是否拥有具竞争力的品牌已经越来越成为企业克敌制胜的关键本论文针对我国企业品牌建设的现状归纳出我国企业品牌建设中存在的普遍问题指出我国企业提高品牌竞争战略意识的重要性和迫切性并对企业品牌建设的方法和途径进行了具体的分析和探讨首先本文通过对市场竞争形势的分析指出市场竞争的实质是品牌竞争然后在对我国企业品牌建设中存在问题进行分析的基础上指出企业品牌竞争战略研究的重要性和意义其次针对我国企业品牌竞争战略意识比较薄弱的现状提出了一些加强企业品牌竞争战略意识的方法和途径再次在定性分析的基础上进行了品牌竞争战略规划和具体的品牌建设方法途径的探讨指出科学的品牌命名是品牌成功的开始提高产品质量和服务水平是品牌建设的基础是构建消费者忠诚的关键所在而科学的市场推广和品牌延伸则是企业品牌建设的助推器企业必须根植于消费者的需求在科学规划的基础上致力于提升品牌的核心价值最后引入了索尼公司的案例通过对索尼五十年来品牌建设历程的剖析指出强烈的品牌意识是索尼成功的源泉而对创新近乎痴狂的执著追求则是索尼品牌成功的强大动力和坚强后盾品牌的成功之路是艰巨而漫长的尽管我国的品牌与国外著名品牌相比仍然差距明显然而海尔等民族品牌的崛起让我们看到了中国品牌未来的希望关键词品牌品牌竞争品牌建设索尼创新 II Abstract Due to the petition for the market and the development ofscience and technology, the distinction between products of the same categories is approaching zero. Nowadays, the rivalry between corporations mainly rests on petition between brands, and whether a corporation owns its petitive brands has e the determining factor whether it can survive or not. Considering the poor condition of brand construction in Chinese corporations, the thesisfirstly sums up mon problems Chinese corporationsmay confront during brand construction. Next, itpoints out the significance and urgency for Chinese corporations to enhance their brand consciousness. Furthermore, it analyzes and explores the methods and channels to the brand construction. To begin with, through analyzing the petition situations, the thesis demonstrates that the essence of the petition is the petition. Secondly, the thesis provides some methods and channels to enhance the corporations’ consciousness for petition strategies. Thirdly, on the basis of qualitative analysis, the thesis explores how to plan brand competition strategies and how to implement them example: thescientific naming of a brand is a good start for its ess; the qualities and services are the basis as well as the key of customer loyalties; the scientific marketing and brand extending are the propeller for constructing brands. All in all