企业品牌战略实施中的主要问题及对策研究

内 容 摘 要

在如今市场经济的时代，企业的品牌战略已经成为与市场战略相匹配的重大战略，也是实现企业总体经营战略的一个重要职能战略，是构成企业战略体系中的一个重要组成部分，影响企业发展的关键因素之一。随着我国改革开放的不断深入与市场经济的发展，我国的经济发展和世界各国的联系越来越密切，我国的企业会面临激烈的竞争与挑战。因此，企业品牌战略的决策的正确与否与其在实施中的主要问题和对策是企业生存和发展的关键。本文着重在对企业品牌战略的相关基本含义的基础上分析企业实施品牌战略的重要性以及所遇到的主要问题与相关的对策。目的是通过通过研究现已经有的品牌战略的相关理论，分析现在的企业的品牌战略发展的情况，结合企业自身的特点，通过改善企业实施品牌战略中的突出问题，分别对这些问题进行分析，进而实施对应的策略，从而增强企业品牌战略的有效性。

[关键词]：企业品牌，企业品牌战略，应对战略

目       录

1 引言························································4

2 企业品牌战略·····················································4

2．1 企业品牌战略的含义·········································4

2．2 企业品牌与企业之间的关系···································4

3  企业的品牌战略在企业发展中的重要作用························5

4  实施品牌战略的重要意义··········································5

4. 1 有利于产品的销售···········································6

4. 2 有利与企业降低经营风险·····································6

4. 3 有利于保持竞争优势·········································6

4．4 有利于保持忠诚客户·········································7

   4．5 有利于企业不断提升自身的价值·······························7

5  企业品牌战略实施中产生的主要问题································7

5. 1 塑造品牌的意识不够·········································8

5. 2 对市场定位不够准确，实施品牌战略具有一定的盲目性···········8

5. 3 品牌定位模糊，个性都不鲜明·································8

5. 4 企业技术创新能力差，新产品开发能力弱············9

5. 5 缺乏对品牌战略的认识·······································9

5. 6 品牌策划缺乏竞争意识·······································9

5. 7 缺乏品牌宣传···············································10

5. 8 缺乏对品牌质量的重视度·····································10

5．9对企业文化的认知不够·······································10

5. 10 对经济全球化的认识不够····································11

6  实施品牌战略的对策···········································11

6．1 根据企业自身的情况，确立合适的品牌战略···················11

6. 2 进行战略环境分析·········································12

6. 3 确定产品战略的要素········································12

6. 4 进行技术创新，开发新产品··································13

6. 5 实施品牌国际化············································13

6. 6提示品牌质量，以顾客满意为标准·····························13

6. 7 运用现代先进的管理模式，打造一流的品牌·····················14

7结束语···························································14

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