企业品牌管理研究摘要企业要做大做强，就要走树立品牌的战略，品牌是企业保护最能够持续进行发展的道路。为了克服资金短缺和规不够的问题，提升企业的品牌影响力，企业的决策人员需“”要在了解企业规模相对理论的基础上充分发挥自身优势，根据企业自身并制定并优先运用公关策略，坚持不懈，塑造强力的品牌，提升企业竞争力，保护企业持续健康发展。品牌管理是指企业在产品品牌的基础上，利用内外部资源的使用，品牌管理保证其增值。其实任何一个品牌，特别是品牌名称如果离开有效的管理层，很快就会陷入危机，继续发展出更多的问题。同样的中国品牌进入国际首先要做的是对现有的品牌进行管理。企业是中国社会主义市场经济的重要组成部分，在促进国民经济增长方面发挥了重要作用。企业要充分了解自身的特性和特点，抓住机遇谋求健康生存发展之道。关键词：企业，品牌管理，机遇，发展AbstractEnterprisestodobiggerandstronger,itisnecessarytoestablishabrandstrategy,thebrandisthemostsustainabledevelopmentofenterprisestocarryouttheroad.Inordertoovercometheproblemofshortageoffundsandregulations,toenhancethebrandinfluenceofenterprises,enterprisedecision-makersneedtounderstandthe"enterprisescalerelativetheory"onthebasisoftheirfulladvantage,accordingtotheirownanddevelopandgiveprioritytotheuseofpublicrelationsstrategy,Relentless,shapingastrongbrand,enhancethecompetitivenessofenterprisestoprotectthesustainedandhealthydevelopmentofenterprises.Brandmanagementreferstotheenterpriseintheproductbrandonthebasisoftheuseofinternalandexternalresources,brandmanagementtoensureitsvalue.Infact,anybrand,especiallythebrandnameifyouleavetheeffectivemanagement,willsoonbeincrisis,continuetodevelopmoreproblems.ThesameChinesebrandtoentertheinternationalfirstthingtodoistomanagetheexistingbrand.EnterprisesareanimportantpartofChina'ssocialistmarketeconomyandplayanimportantroleinpromotingnationaleconomicgrowth.Enterprisesshouldfullyunderstandtheirowncharacteristicsandcharacteristics,seizetheopportunitytoseekhealthysurvivalanddevelopment.Keywords:enterprise,brandmanagement,opportunity,development目录摘要..............................................................................................................................................IAbstract...........................................................................................................................................II1绪论.............................................................................................................................................11.1研究背景..........................................................................................................................11.2研究意义..........................................................................................................................11.2.1理论意义..............................................................................................................11.2.2现实意义..............................................................................................................12品牌理论研究.............................................................................................................................32.1品牌的定义......................................................................................................................32.2品牌管理的概念..............................................................................................................32.3品牌管理的内容...........................
