摘要：

在競(jìng)爭(zhēng)激烈的市場(chǎng)中，品牌是產(chǎn)品的靈魂。國(guó)內(nèi)不少企業(yè)把品牌戰(zhàn)略作為企業(yè)的立業(yè)之本和創(chuàng)業(yè)方向。本文在闡述如何發(fā)展品牌策略的基礎(chǔ)上，發(fā)現(xiàn)我國(guó)企業(yè)在品牌策略的發(fā)展方向存在著品牌影響力不足、創(chuàng)新能力缺失、不能征服消費(fèi)者、融資能力有限等問題。針對(duì)以上問題，指出樹立品牌形象、綜合運(yùn)用多種營(yíng)銷手段等其可行的對(duì)策。
關(guān)鍵詞：品牌；品牌策略；對(duì)策

Our country Enterprise brand strategy question searches shallowly


Abstract: In the competition intense market, the brand is the product soul. Thedomestic many enterprises start a career the foundation the brandstrategy as the enterprise and start an undertaking the direction.This article in elaborated how develops in the brand strategyfoundation, discovered our country enterprise has the brand influenceinsufficiency, the innovation anergia in the brand strategydevelopment direction, cannot conquer the consumer, the financingability is limited and so on the question. In view of the abovequestion, pointed out sets up the brand image, the synthesisutilization many kinds of marketing method and so on its feasiblecountermeasure
Key words: Brand; Brand strategy; Countermeasure

目 錄

摘要 ……………………………………………………………………………..1
Abstract …………………………………………………………………………1
引言………………………………………………………………………………….1
1品牌的概念和作用及品牌戰(zhàn)略………………………………………………….2
1.1品牌的概念………………………………………………………………….2
1.2品牌的內(nèi)容………………………………………………………………….2
1.3品牌的作用………………………………………………………………….3
1.4企業(yè)品牌戰(zhàn)略……………………………………………………………….3
2企業(yè)品牌戰(zhàn)略在我國(guó)企業(yè)運(yùn)作中的現(xiàn)狀……………………………………….4
3.我國(guó)企業(yè)在品牌策略上所存在的問題…………………………………………5
3.1品牌缺乏足夠的市場(chǎng)影響力……………………………………………….5
3.2品牌不具備消費(fèi)者的征服力……………………………………………….6
3.3品牌創(chuàng)新能力的缺失……………………………………………………….7
3.4品牌缺乏抗風(fēng)險(xiǎn)能力……………………………………………………….8
3.5 品牌的融資能力有限………………………………………………………8
3.6 品牌的產(chǎn)業(yè)整合能力低下…………………………………………………9
3.7 品牌的國(guó)際化能力弱………………………………………………………9
4.加強(qiáng)中國(guó)企業(yè)品牌建設(shè)的途徑和建議…………………………………………10
4.1 樹立特色品牌形象…………………………………………………………10
4.2 綜合運(yùn)用多種品牌營(yíng)銷手段………………………………………………11
4.3 把握品牌營(yíng)銷環(huán)境…………………………………………………………12
4.4 根據(jù)目標(biāo)市場(chǎng)定位品牌……………………………………………………12
4.5 營(yíng)銷目標(biāo)應(yīng)具有國(guó)際視野…………………………………………………13
結(jié)論…………………………………………………………………………………14
參考文獻(xiàn)……………………………………………………………………………14
致謝…………………………………………………………………………………15