企业品牌战略研究

Research into the brand strategy of enterprises

实行企业品牌战略是从渠道竞争迈向品牌竞争的必由之路,是将企业与产品渗透到客户终端的必要途径,是品牌"人性化"的支柱性力量。企业品牌战略运行基础包括产品基础、资本基础、人力资源基础、市场基础。要加强企业品牌的管理,就必须增强相关品牌的系列效应,利用创新加强品牌组合,增强与消费者的密切联系,营建品牌的良好生存环境。

An institution of brand strategy of enterprises is the only way for enterprises to change from channel competition into brand competition, and the one for enterprises and products to come to the customers, which is the supportive force of brand 'humanization'. The operating bases of brand strategy of enterprises include the bases of products, of capital, of human resources, and of market. To improve the brand management of enterprises demands the improvement of serial effects of the relevant brands, utilization of innovation for the improvement of brand combination, enhancement of the relation with the customers, and construction of brand's proper living environment.