资源描述：
《浅析企业品牌战略与对策》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、毕业设计B：浅析企业品牌战略与对策工商管理作#：学号:专业:扌旨导者:成绩:浅析企业品牌战略与对策内容提要自国内改革开放，国内企业的品牌意识不断增强，纵观全局，国内品牌的发展趋于平稳缓增，各种品牌模式蓬勃发展，企业品牌也不断壮犬，一人批知名企业品牌进入大众视野，女n：格力、美的、联想等。但由于政策与市场体制等因素的制约，国内企业还未形成完整的品牌战略体系。对于近年，国内一些品牌在战略体系上略显成效，但是，企业在实施战略上仍存在很大的压力，对市场战略体系理论缺乏，品牌营销策略落后，缺乏相应的应对机制等问题都限制着企业实施品牌战略。综合所述，解决对策总结为建立完善的企业管理制度，树立良好的品
2、牌战略意识，准确地对企业定位等。在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力,已经成为国内企业面临的迫切问题。本文在分析国内企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品牌意识，搞好品牌定位，塑造良好品牌形象。关键词:企业运营品牌品牌战略品牌管理必要性LightontheimplementationoftheenterprisebrandstrategyABSTRACTSincethereformandopeninguptotheoutsideworld,thebrandawa
3、renessofenterprisesofourcountrygraduallyincreased,ingeneral,thedevelopmentofChina'sbrandshowingagoodmomentumofdevelopmentandthevigorousdevelopmentofregionalbrand,industrybrand,corporatebrandisalsogrowing,theemergeneeofanumberofbraameenterprisesandproducts,suchas:HaiEr,MengNiuandsoon.Butbecauseoft
4、herestrictionofthesystemandthemechanism,theenterprisehasnotformedacompletebrandstrategyconsciousnessandsysteminourcountry.Inrecentyears,thebrandstrategyimplementationhasachievedremarkableresults,buttheenterpriseintheimplementationofbrandstrategyjackingasenseofurgency’onthetheoryofalackofbrandstra
5、tegy,brandmarketinggapsjackofappropriatemechanismsandotherissuesaffecttheimplementationofbrandstrategy,Addressaddressingtheseissuesistoestablishandperfectthesystem,establishasenseofcorporatebrandstrategy,andaccuratemarketpositioning,theuseofcapitaloperationandfulluseofinformationnet.Intoday'secon
6、omicglobalization,howtoadapttotheinternationaltrend,theestablishmentofastrongbrand,improvecompetitiveness,hasbecomeanurgentproblemfacedbydomesticenterprises.Onthebasisofanalyzingthedevelopmentstatusofenterprisemarketingbrandstrategy,thispaperdiscussestheroleofbrandstrategyinenterprisemarketingfro
7、mtheconnotationofthebrandstrategyanditsfunctionalsignificanee.Enterprisesneedtouseavarietyofmeansofcompetitiontoenhaneebrandawareness,improvebrandpositioning,createagoodbrandimage.KEYWORDS:Businessoperation,Brand,TheBr
