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提升我国企业品牌竞争力战略地研究.pdf


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摘要随着市场竞争格局的变化,我国企业已由纯粹的产品竞争转向品牌竞争。品牌是企业一切无形资产总和的全息浓缩,品牌竞争已成为企业提高市场竞争力和市场占有率的主要手段。品牌竞争力是企业在市场竞争中产生的比较能力,是企业核心竞争力的外在表现。目前我国很多企业品牌理念观稚嫩,品牌意识薄弱,仅注重品牌知名度、忽视品牌美誉度,缺乏清晰的差异化的品牌定位,缺乏品牌的核心价值,缺乏长期的品牌规划,加之技术创新能力与核心竞争能力弱,缺乏自主品牌,这就在一定程度上限制了我国企业品牌发展的速度,阻碍了我国企业品牌国际化的进程。因此,如何树立中国品牌的高品质形象,提升我国企业的品牌竞争力地位,已成了考验我国企业最棘手的难题之一。研究如何提升我国企业品牌竞争力战略具有重要的理论意义和现实意义。根据我国企业品牌竞争力弱的现实,针对我国企业品牌管理存在的问题,采取系统分析法、归纳演绎法、比较分析法、案例分析法、理论和实际相结合的方法、进行理论研究和规范研究,从品牌本身、企业、政府三个层面出发,结合“品牌竞争力的八个结构层次”,运用现代品牌战略理论,提出我国企业如下提升品牌竞争力的战略措施:一是加强对品牌战略的宣传;二是营造良好的实施品牌战略的社会环境;三是培育良好的实施品牌战略的市场环境;四是充分发挥企 I业在推进战略中的主体作用。关键词:品牌,品牌核心力,品牌竞争力,品牌战略 IIABSTRACT With the changes in the pattern of petition, Chinese enterprises have changed petitive products to is the sum of all intangible assets holographic concentration, petition has e a major means that enterprises promote the petitiveness and the market share. petitiveness is parison capability of enterprises in the market and the petitiveness of enterprises external performance. At present, many Chinese enterprises are still weak brand awareness, brand positioning missing, munication and low efficiency, the technological innovation capability and petitiveness of the weak, and lack of independent brands, which restricted to our corporate brand development speed and impede our brand internationalization of enterprises process. Therefore, how to set up a high-quality brand, and promote our petitive position, has e a test of Chinese enterprises one of the most difficult problems. Research on how to promote petitiveness of Chinese enterprises brand strategy is an important theoretical and practical significance. With the petitiveness of Chinese enterprises brand of reality, in view of the enterprise brand management issues, Taken analysis, summarized deduction, comparative analysis, empirical research, IIItheoretical and practical ways bining to use theoretical study and standardized research, also with “petitiveness of the eight-level structure” and using modern brand strate

提升我国企业品牌竞争力战略地研究 来自淘豆网www.taodocs.com转载请标明出处.

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  • 时间2016-09-25