略论我国企业品牌的有效管理

COMMENT ON CHINESE ENTERPRISES' EFFECTIVE MANAGEMENT OF BRANDS

品牌管理是品牌创建、维护、发展延伸及再建等管理活动的总称。随着世界经济一体化进程的加快,全球已进入“品牌大战”时代,品牌的有效管理成为各国学者研究的焦点。文章剖析我国企业品牌管理失效的表现,探讨品牌有效管理的途径及其国际化目标。

Brand management is a general name of a series of management activities such as brand establishment,brand maintenance,brand development and extension and,brand reconstruction.With the quickenness of economic integration of the world,the whole world has already entered the'brand competition' era.The effective management of brands becomes the focus studied by scholars of various countries.This text has analyzed the ineffective management of brands of our country,and then explores the way effectively to realize internationalized brand management.