品牌战略任重道远

The Long March of Brand Strategy

在市场竞争中,品牌体现着一个企业乃至一个国家的素质、信誉和形象。改革开放以来,由于社会各界对品牌工作的高度重视和品牌意识的提高,培育出了一批著名品牌,有些品牌甚至可以与外国名牌相抗衡。但是从总体上讲,我国的品牌事业与西方发达国家相比还存在较大的差距,面临着较深的危机。面对我国加入WTO的历史机遇,作为创建和发展品牌的主体的企业,必须紧紧抓住机遇,增强使命感和紧迫感,狠抓产品质量,加强科学管理和文化建设,搞好品牌延伸,加紧实施名牌战略,提高品牌的市场竞争力。

Brand embodies quality, credit, image of an enterprise, and even those of an nation. Since the reform and open-up when all the society have so many regards for brand and brand concept, China has even bred a large number of famous brands, some of which can even match those foreign counterparts. However, in general, there still exist a rather large gap between China and these developed western countries. As China joined the WTO, Chinese enterprises, offered a great historic opportunity, should establish brand-oriented mechanism by improving product quality and reinforing scientific management and cultural construction. They should increase their brand competitiveness by exterding brands through the implementation of the brand strategy.