海南省本土企业品牌建设现状调查与研究

Status Quo of Brand Construction Investigation and Research for Hainan's Local Enterprises

采用抽样调查方式对海南本土企业品牌建设情况进行的相关调查发现,企业在品牌建设过程中存在一些问题,如品牌建设行为相对滞后、品牌建设活动难以贯穿始终、品牌实施效果欠佳、缺乏外部支持。而要保证海南省本土企业品牌建设良好运行,企业必须做到从品牌意识到品牌行动有效转化、贯彻实施品牌长期规划、培养自己的品牌专家,同时政府应该进一步发挥支持和保障作用。

This paper uses the sample survey on Hainan＇ s local enterprises in brand building for the in- vestigation. The survey finds that there are some problems in the brand building process, such as brand - building behavior is lagged behind, brand building activities are not throughout, brand implementation is inef- fective and lack of external support. The article holds that enterprises must take effective actions to implement long - term brand planning, to develop their own brand experts. At the same time, the governments Should of- fer further support and protection.