品牌战略与企业核心竞争力

文档编号:GS2295  文档字数:7743,页数:12

[摘 要]品牌战略是培育企业核心竞争力的重要内容,没有品牌战略,就难以形成持久的企业核心竞争力。品牌能给客户提供比一般产品更多的价值或利益，使企业永远立于市场竞争的不败之地。一个品牌是否有价值，关键要看能否为企业带来收益。纵观国际市场，名牌通常领导市场潮流，并有丰厚的利润空间。著名品牌形象意味着生产商的雄厚实力、良好信誉度、优良附加值和使用价值的自豪感。有效的品牌战略可以缩短产品的售出时间，有利于形成一个忠诚的消费群体，有利于占有稳定的市场份额，有利于企业多样化发展和品牌延伸。基于此，本文笔者将在专家学者著作的引导下对本课题进行粗浅的分析，以期可以为相关部门或是日后他人研究本课题提供一些借鉴。

[关键词]核心竞争力；品牌战略；市场营销；自主创新

Abstract
 Brand Strategy is an important part of cultivating the core competitiveness of enterprises, no brand strategy, it will be difficult to form a lasting enterprise's core competitiveness. Brand products give customers more value than the general interests, enterprises remain competitive position. The value of a brand, the key is whether or not to bring receipts. Taking the international market, brand name usually lead the market trend and the huge profit margins. Mean that the image of a well-known brand name manufacturers prowess, good credit rating, excellent value and the value of pride. Effective brand strategy can shorten the product sold, is conducive to the formation of a loyal consumer groups and is conducive to stability in the share market, it is beneficial to the development and diversification of brand extension. Because of this, experts and scholars in this article, the author works under the guidance of the subject are analyzed, with a view to the relevant department or others to study the issue in some future reference.  
Keywords : core competitiveness; Brand Strategy; Marketing; Independent Innovation
 
目录
摘要、关键词…………………………………………………………………………………… 1
Abstract、Keyword………………………………………………………………………………2
目录……………………………………………………………………………………………… 3
1、品牌的概念及特征…………………………………………………………………………… 4
1.1品牌的概念……………………………………………………………………………………4
1.2品牌的特征……………………………………………………………………………………4
2、企业核心竞争力的概念及特征……………………………………………………………… 5
2.1企业核心竞争力的概念……………………………………………………………………… 5
2.2企业核心竞争力的特征……………………………………………………………………… 6
3、企业的品牌战略……………………………………………………………………………… 6
3.1企业实施品牌战略的必要性………………………………………………………………… 7
3.2我国企业品牌经营现状……………………………………………………………………… 7
3.3我国企业品牌经营中存在的问题…………………………………………………………… 7
3.4对我国企业实施品牌战略的建议…………………………………………………………… 8
结束语…………………………………………………………………………………………… 11
参考文献………………………………………………………………………………………… 12
致谢……………………………………………………………………………………………… 12

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