我国企业品牌运营现状分析

On the Present Situation of Brand Operation in China's Enterprises

在现代品牌运营的经济社会中,品牌是增强企业核心竞争力的主要源泉,受传统观念和落后经营方式的影响,我国企业品牌竞争意识不强,制约了企业的经营发展;从品牌的价值入手,分析了我国企业的品牌状况,在此基础上认为做好品牌设计,搞好品牌定位,培养消费者的品牌偏好和品牌忠诚是企业品牌营销的必然选择。

In modern economic society, brand plays a key role in strengthening the competitive power of the enterprises. However, our country＇s enterprises have a low sense of competition which restricts the development because of traditional concept and backward operation manners. This paper analyzes present situation, starting with the brand value, and proposes it is necessary to make brand design, brand localization and brand loyalty which can raise consumers＇ brand fondness during the marketing.