名牌战略_毕业论文网

名牌战略

XCLW169186 名牌战略

一、品牌战略重要性··············································1

（一）选题的背景和意义········································1

（二）品牌的作用··············································2

二、我国品牌战略发展的现状······································6

（一）国内企业目前的状况······································6

（二）对国内企业目前实施品牌战略现状的分析·····················7

（三）我国当前企业品牌管理中存在的问题·························8

1、对品牌的认识程度不够··································8

2、缺乏强有力的质量、技术支持···························9

3 、盲目品牌延伸·········································9

4 、品牌缺乏核心价值·····································9

5 、品牌形象朝令夕改·····································10

（四）企业实施品牌战略存在的问题······························10

三、企业品牌战略的对策········································11

(一)树立强烈的品牌经营和战略观念 ···························12

(二)选准市场定位，确定战略品牌·······························12

（三）运用资本经营，加快开发速度·····························12

（四）利用信息网实施组合经营 ·······························13

（五）实行规模化、集约化、标准化经营管理····················13

（六）营造良好的企业文化氛围和开发环境······················14

（七）实施品牌战略离不开高效、优秀的团队支持·················14

四、结论······················································14

参考文献·······················································16

内容摘要

摘要：从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。在分析我国企业营销品牌战略发展状况的基础上，认为，提高品牌意识，搞好品牌定位，塑造良好品牌形象，综合运用多种竞争手段，是企业品牌营销的必然选择。

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