文摘要..........................................................................................................1
英文摘要..........................................................................................................2
一．企業(yè)名牌戰(zhàn)略的概念及其特征..................... ..... ..................................5
　　（一）名牌的概念....................................................................................5
　?。ǘ┟频奶卣?...................................................................................5
二．企業(yè)名牌戰(zhàn)略的構(gòu)成..............................................................................6
　　（一）企業(yè)創(chuàng)立名牌的核心戰(zhàn)略............................................................6
　?。ǘ┢髽I(yè)創(chuàng)立名牌的輔助戰(zhàn)略............................................................8
　　（三）企業(yè)創(chuàng)立名牌的維護(hù)戰(zhàn)略............................................................8
三．我國(guó)中小企業(yè)實(shí)施名牌戰(zhàn)略的重要意義..............................................9
　　（一）中小企業(yè)要想發(fā)展必須推進(jìn)名牌成長(zhǎng)戰(zhàn)略................................9
　?。ǘ┪覈?guó)市場(chǎng)已形成品牌競(jìng)爭(zhēng)格局....................................................10
　　（三）實(shí)施名牌戰(zhàn)略有利于中小企業(yè)建立現(xiàn)代企業(yè)文化....................10
　?。ㄋ模┟茟?zhàn)略是區(qū)域經(jīng)濟(jì)發(fā)展的龍頭................................................10
四．我國(guó)中小企業(yè)實(shí)施名牌戰(zhàn)略過(guò)程中的問(wèn)題與現(xiàn)狀..............................11
　　（一）名牌意識(shí)薄弱，缺乏名牌經(jīng)營(yíng)理念............................................11
　?。ǘ┢放乒芾硭降拖?，品牌運(yùn)作手段單一....................................12
　?。ㄈ┢放迫狈诵膬r(jià)值........................................................................12
　?。ㄋ模┦袌?chǎng)運(yùn)行不規(guī)則是名牌滯后的重要原因....................................12
五．論我國(guó)中小企業(yè)名牌戰(zhàn)略實(shí)施的具體措施..........................................13
　?。ㄒ唬┮辛己玫纳鐣?huì)經(jīng)濟(jì)環(huán)境............................................................13
　　（二）企業(yè)樹(shù)立名牌戰(zhàn)略觀念，進(jìn)行科學(xué)的品牌定位........................14
　?。ㄈ┳龊闷髽I(yè)名牌的整體優(yōu)化工作....................................................16
　?。ㄋ模┳⒅孛票Ｗo(hù)................................................................................19
　　（五）企業(yè)應(yīng)加強(qiáng)名牌的宣傳力度........................................................20
　?。┎粩鄬?shí)施品牌創(chuàng)新，謹(jǐn)慎實(shí)施品牌延伸....................................21
結(jié)束語(yǔ)..............................................................................................................22
參考文獻(xiàn)..........................................................................................................23