品牌策略探讨

成人高等教育自考2011届毕

业论文

题目:我国企业品牌策略探讨

学号：

姓名：

学历层次：本科

专业：工商企业管理

班级：管理1101

指导老师：

完成日期： 2013年4月

广西工学院成人高等教育

毕业论文任务书一、课题的主要内容和基本要求

二、进度计划与应完成的工作

三、主要参考文献、资料

四、完成期限

摘要

随着经济的快速发展，品牌战略已经不是以前无用之处了，品牌战略已经升级到一个企业长远发展的重要环节。这几年来，我国企业实施品牌战略虽然取得了一些明显成效，但是，我国企业在真正的实施战略上缺乏应有紧迫感，对实施品牌战略的理论有着明显缺陷，品牌营销的空白，缺乏相应的机制等问题。建立和完善企业制度，树立企业良好品牌意识，市场定位应该准确，是解决我国品牌存在问题的关键。随着经济全球化的到来，我国的经济已不在区限于国内市场，已经融入到了世界经济的海浪之中，我国市场也成为了世界市场中的重要组成部分。伴随着中国加入世界贸易组织，产品同质化越来越明显，品牌的竞争就越发的必要和重要。在当前市场的情况下，市场竞争越来越激烈，企业应如何在激烈的市场竞争环境下取得发展，品牌战略已是决定企业生存的关键因素。

关键词：品牌品牌战略对策

ABSTRACT

With the rapid development of economy, the brand strategy has not previously worthless, brand strategy has been upgraded to an important part of the long-term development of the enterprise. In recent years, China's enterprises to implement brand strategy has achieved some remarkable results, however, Chinese enterprises lack a sense of urgency in the implementation of the strategy of the real, brand strategy for the implementation of the theory has obvious defects, the blank of brand marketing, the lack of appropriate mechanisms and other issues. To establish and perfect the enterprise system, establish a good corporate brand awareness, market positioning should be accurate, is the key to solve the problems of Chinese brand. With the arrival of the economic globalization, China's economy has not limited to the domestic market in the region, has been integrated into the world economy of the waves, China's market has become an important part of the world market. With China's accession to the world trade organization, product homogeneity is more and more obvious, the brand competition is more and more necessary and important. In the current market situation, the market competition is becoming increasingly fierce, the enterprise should be how to develop in the fierce market competition, brand strategy is the key factor to determine the survival of enterprises.

KEY WORDS:Brand , The brand strategy, countermeasures

摘要................................................................................................................................................................ I ABSTRACT ....................................................................................................................................................II 第一章绪论. (1)

1.1 选题背景与意义 (1)

1.2 品牌战略理论发展概述 (3)

第二章品牌战略概述 (3)

2.1 品牌的起源和发展 (3)

2.2 品牌的概念和分类 (4)

2.2.1 品牌的概念 (4)

2.2.2 品牌的分类 (4)

2.3 品牌的特征和作用 (5)

2.3.1 品牌的特征 (5)

2.3.2 品牌的作用 (6)

第三章我国企业品牌战略发展的现状 (7)

3.1 我国企业内目前的状况 (7)

3.2 对国内企业目前实施品牌战略现状的分析 (8)

3.3 我国当前企业品牌管理中存在的问题 (9)

3.3.1 对品牌的认识程度不够 (9)

3.3.2 缺乏强有力的质量、技术支持 (9)

3.3.3 品牌缺乏核心价值 (9)

第四章我国企业品牌战略的实施 (10)

4.1 树立强烈的品牌经营和战略观念 (10)

4.2 选准市场定位，确定战略品牌 (10)

4.3 运用品牌延伸，提高市场占有率 (10)

4.4 新品牌策略 (10)

4.5 合作品牌策略 (11)

结束语 (12)

致谢词 (13)

参考文献 (14)