企业核心竞争力及其品牌战略——以民营企业为典型研究对象

Enterprise's Core Competitiveness and Brand Strategies——Take Private Enterprises as the Main Object

想要在激烈的市场竞争中生存并获得可持续发展,企业应在其自身所处的价值链中打造独特的核心能力,即形成企业发展的核心竞争力。品牌是核心竞争力的最直接体现,但是,仔细分析,发现中国企业目前存在和面临着一定的品牌危机,尤其是民营企业。因此,对尚未建立起核心竞争力的企业来说,尽快建立核心竞争力以及实现品牌战略是显而易见的。

In order to survive and achieve sustainable development in the severe market competition, the enterprise in China must cultivate the core competence in the value chain of their own, i. e. to form the competitiveness power of enterprises. Brand is the direct embodiment of the core competitiveness,but the enterprise still face the brand crisis,especially the private enterprise. So it is very important to build the core competitiveness and achieve brand strategy for private enterprise.