探究食品企业品牌建设与提升对策

Brand Construction and Promotion Strategy of Food Enterprises

品牌是企业的重要资产,是企业在市场竞争无形要素中最核心的要素,是培育企业核心竞争力的重要支撑。针对食品企业品牌存在的定位不明确、品牌形象不鲜明与缺乏创新能力、品牌维护力度不强等问题,食品企业建设与提升品牌,应提高对品牌资产重要性的认识;突出品牌个性,进行恰当的品牌定位;增强企业研发和创新能力,创立企业自主品牌;适度进行品牌延伸和规模扩张,壮大企业规模;科学宣传,提高品牌的知名度与培养高素质的品牌经营人才。

The brand is an important asset for enterprises,is the key to intangible factors in market competition,is a vital support to develop enterprise core competitiveness.According to the unclear location,indistinctive brand image,lack of innovation,and weak protection for the brand,the food enterprises should increase recognition to brand asset,stress feature and locate the brand properly,increase research and innovation to create an independent brand,expand the brand to enlarge its scale,enhance the popularity of the brand through publicity,and train high-quality professionals for brand operation.