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WTO，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--LightontheimplementationoftheenterprisebrandstrategyABSTRACTInrecentyears,thebrandstrategyimplementationhasachievedremarkableresults,buttheenterpriseintheimplementationofbrandstrategy,lackingasenseofurgency,onthetheoryofalackofbrandstrategy,brandmarketinggaps,lackofappropriatemechanismsandotherissuesaffecttheimplementationofbrandstrategy,Addressaddressingtheseissuesistoestablishandperfectthesystem,establishasenseofcorporatebrandstrategy,andaccuratemarketpositioning,theuseofcapitaloperationandfulluseofinformationnet.Alongwiththeeconomicglobalizationagesiscoming,theeconomyofchinahasmixedtogetherwiththeeconomyofworld.Themarketofchinaisabigpartofmarketofworld.WhenchinajoinedWTO,productsaremoreandmoresimilar,thecompetitionforbrandbecomesmorenecessityandimportance.Inbuyer’smarket,compctitionismoresevere,withaseverecompetitionbrandisthekeyfactorthatcanmakeacompanydevelopingandwinning.Moderncompetitionforeconomyiscompetitionforbrandfromsomepointofview.KEYWORDS:Corporate,Brand,TheBrandStrategy-I-目录内容提要.......................................................................................................IABSTRACT...................................................................................................................II前言...........................................................................................................1第一章诸论............................................................................................21.1选题的背景和意义....................................................................................................21.2企业品牌战略理论发展概述..................................................................................3第二章品牌战略概述.............................................................42.1品牌的起源和发展....................................................................................................42.2品牌的概念和分类....................................................................................................52.2.1品牌的概念....................................................................................................52.2.2品牌的分类....................................................................................................52.3品牌的特征和作用....................................................................................................62.3.1品牌的特征....................................................................................................62.3.2品牌的作用....................................................................................................72.4品牌战略的概念........................................................
