中文摘要摘要随着的快速发展,企业也在蓬勃发展。目前的企业还没有正确的认识到市场经济下的经营方式与经营策略,企业从最初的产品质量竞争走到了品牌竞争的地步。这是经济发展所带来的一个必然结果,品牌的竞争同时也是产品竞争,但是却是一个更高层次的产品竞争。所以,我们需要看到品牌经营的重要性,无法把正确的品牌经营运用到企业自身的经营活动中就会使品牌经营没有办法贯穿于整个经营活动中。利用阐述品牌的定义,并给出了品牌运用对公司的现实含义,调研了解公司当前存在的缺陷以及不足。再对如今兴起的技术的经营策略进行探讨,由小见大,浅析企业的经营与品牌经营之间的不同,找出核心节点做出品牌经营的对策建议,让企业的品牌意识加强,让企业能够稳定快速的发展。因此,在激烈的市场竞争环境下,研究企业如何客观的分析把握自身所面临的经营环境,合理的做出符合企业的品牌形象、品牌经营策略,对于现代企业而言,具有重要的战略意义和经济意义。【关键词】企业品牌经营经营策略4英文摘要AbstractWiththerapiddevelopmentofourcountry,smallandmedium-sizedenterprisesarealsoflourishing.Atpresentourcountrysmallandmedium-sizedenterprisesisnotthecorrectunderstandingofthemarketingandmarketingstrategyunderthemarketeconomy,enterprisesfromtheinitialproductqualitycompetitioncametothepointofbrandcompetition,whichisbroughtbyChina'seconomicdevelopmentaninevitableresult,brandcompetitionisalsotheproductcompetition,butahigherlevelofproductcompetition.So,weneedtoseetheimportanceofbrandmarketing,unabletoapplytherightbrandmarketingtotheenterprise'sownbusinessactivitieswillmakethebrandmarketingthereisnowaythroughoutthemarketingactivities.Thispaperintroducesthedefinitionofbrand,andgivesthepracticalmeaningofthebrandapplicationtothecompany,andinvestigatesthedefectsandshortcomingsofthecurrentcompany.Againtotoday'shigh-techmarketingstrategieswerediscussed,seefromsmalltobig,analysesourcountrysmallandmedium-sizedenterprisesofthedifferencebetweenmarketingandbrandmarketing,findoutthecorenodetomakebrandmarketingcountermeasuresandSuggestions,letourcountrysmallandmedium-sizedenterprisebrandawareness,andtohavesteadyandfastdevelopmentofthesmallandmedium-sizedenterprises.Inthefiercemarketcompetitionenvironment,therefore,theresearchofsmallandmedium-sizedenterprisesfacinghowtograspitsobjectiveanalysisofmarketingenvironment,reasonabletoconformtotheenterprisebrandimage,brandmarketingstrategy,forthemodernsmallandmedium-sizedenterprises,hasimportantstrategicsignificanceandeconomicsignificance.Keywords:EnterprisebrandmanagementBusinessstrategy目录一、中小型技术创新性企业品牌经营的相关理论概述........1(一)品牌的概念和涵义.................................1(二)品牌经营.........................................1(三)企业的界定.......................................2(四)实施品牌经营对于企业的意义.......................3二、企业经营的现状及原因分析..............................3(一)方法和认识水平有待提高...........................3(二)企业低水平性竞争.................................3(三)缺乏企业策略规划致使企业难以做大.................3(四)竞争手段过度集中于价格...........................4(五)企业缺乏品牌经营意识原因分析.....................4三、中小型技术创新性企业策略分析......................5(一)中小型技术创新性企业发展现状分析...............5(二)中小型技术创新性企业经营策略分析...............6四、企业实施品牌经营策略的建议........................7(一)树立正确的品牌经营意识...........................7(二)强化品牌文化的发展..................................