企业品牌策略研究 摘要：在当今市场竞争中，品牌具有重要作用，它体现一个企业的素质、信誉和形象，也体现一个国家的经济实力和竞争能力。创立和发展品牌，是企业保持旺盛生命力的有效手段，也是促进国家可持续发展的重要保障。改革开放以来，我国企业的品牌意识逐步增强，从总体上看，我国品牌的发展呈现出良好的发展态势，区域品牌、行业品牌蓬勃发展，企业品牌也不断壮大，涌现了一批名牌企业和产品，如：海尔、茅台等。但由于体制与机制等因素的制约，我国企业还未形成完整的品牌战略意识和体系。关键词：企业品牌；品牌策略；对策建议Abstract：In today's market competition, the brand has an important role, it reflects the quality of a business, reputation and image, but also reflects a country's economic strength and competitiveness. The creation and development of the brand is an effective means for enterprises to maintain a strong vitality, but also an important guarantee for the sustainable development of the country. Since the reform and opening up, China's brand awareness gradually increased, from the overall point of view, the development of China's brand showing a good momentum of development, regional brands, industry brand booming, corporate brand has grown, the emergence of a number of brand-name enterprises and products Such as: Haier, Maotai and so on. However, due to the constraints of institutional and institutional factors, our enterprises have not yet formed a complete brand strategy awareness and system.Key words: corporate brand; brand strategy; countermeasures suggestion前言：当前，我国企业品牌管理中存在诸多问题：1、对品牌的认识程度不够大多数企业把品牌简单的理解为知名度。认为只要花大价钱，大作宣传广告，引起轰动效应就能够创造品牌。这样做，不但消耗了企业的大量经济资源，对品牌的打造也无用甚至有害。2、缺乏强有力的质量、技术支持。目前，我国多数行业不具有核心技术开发能力，核心产品主要靠引进获得，这是造成我国品牌在国内、国际上竞争力低下的重要原因。3...
