浅议我国企业的品牌战略管理

在现代市场竞争转向品牌竞争的背景下,要求企业综合运用品牌管理策略,深度开发品牌资源,以提升品牌形象。本文从品牌与品牌战略的定义和目的入手,分析了目前我国企业在制定和实施品牌战略过程中存在的典型问题,并提出了企业发展品牌战略的对策建议。

Currently, competition in the market shift in brand which calls for the integrated use of the company brand management strategy to enhance the brand image. This paper discusses definitions and intention of brand and brand strategy firstly,then analyses the representative problem of establishing and actualizing brand stratagem and supplies the countermeasure of developing the brand stratagem of the enterprise.