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)略的構成..............................................................................6
　?。ㄒ唬┢髽I(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
　?。ㄈ┢髽I(yè)創(chuàng)立名牌的維護戰(zhàn)略............................................................8
三．我國中小企業(yè)實施名牌戰(zhàn)略的重要意義..............................................9
　?。ㄒ唬┲行∑髽I(yè)要想發(fā)展必須推進名牌成長戰(zhàn)略................................9
　　（二）我國市場已形成品牌競爭格局....................................................10
　?。ㄈ嵤┟茟?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)濟發(fā)展的龍頭................................................10
四．我國中小企業(yè)實施名牌戰(zhàn)略過程中的問題與現(xiàn)狀..............................11
　　（一）名牌意識薄弱，缺乏名牌經(jīng)營理念............................................11
　?。ǘ┢放乒芾硭降拖?，品牌運作手段單一....................................12
　　（三）品牌缺乏核心價值........................................................................12
　?。ㄋ模┦袌鲞\行不規(guī)則是名牌滯后的重要原因....................................12
五．論我國中小企業(yè)名牌戰(zhàn)略實施的具體措施..........................................13
　　（一）要有良好的社會經(jīng)濟環(huán)境............................................................13
　?。ǘ┢髽I(yè)樹立名牌戰(zhàn)略觀念，進行科學的品牌定位........................14
　?。ㄈ┳龊闷髽I(yè)名牌的整體優(yōu)化工作....................................................16
　　（四）注重名牌保護................................................................................19
　?。ㄎ澹┢髽I(yè)應加強名牌的宣傳力度........................................................20
　?。┎粩鄬嵤┢放苿?chuàng)新，謹慎實施品牌延伸....................................21
結束語..............................................................................................................22
參考文獻..........................................................................................................23