摘要
全球已进入品牌竞争时代,以品牌来建立产品在市场中的地位,树立企业的形象,是企业有效的市场竞争手段,而且也成为企业市场竞争战略的重要组成部分。本文从品牌与品牌战略的定义和目的入手,分析了目前我国企业在制定和实施品牌战略过程中存在的典型问题,并提出了企业发展品牌战略的对策建议。
The world has entered the era of brand-name competition. Building a brand-name to raise the popularity of a product in the market so as to improve the image of an enterprise has been an effective way for enterprises to compete in the market. Besides, it's an important part of the competition strategy for an enterprise. Beginning with the definition and objective of brand-name and brand-name strategy, this article analyzes the problems existing in enterprises in their making and carrying out the brand-name strategy and it also points out some relevant solutions.
出处
《温州职业技术学院学报》
2003年第4期21-25,共5页
Journal of Wenzhou Polytechnic
