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word摘 要
当前，随着新
经济时代的来临，市场环境发生了极大的变化，品牌己成为企业占领市场的重要工具。随着人民生活水平的提高，品牌的重要性越来越大。为什么现在苹果公司的iphone和ipad会如此的火爆，大家都争相购买，这就是品牌的力量。品牌是企业的生命，是企业最强大的竞争力，是企业争夺和占领市场的重要工具。
在经济全球化的今天，中国的企业要在全球范围的竞争中生存下去，必须在战略的高度上重视品牌战略。虽然国内企业的经营管理者也逐渐意识到品牌战略的重要性，特别是在与国外的强势品牌过招之后。一时之间，各路诸侯纷纷打起了品牌的大旗，大有一番向国外强势品牌叫板的势头。但是，几十年来，在国内品牌与国外强势品牌的一番厮杀之后，能够在所在行业一枝独秀或者说是现在仍能在广大消费者的记忆中留下自己的品牌名称的却寥寥无几。昔日的三株口服液、秦池酒、爱多VCD等在经历短暂的辉煌之后，如今已是灰飞烟灭。而在碳酸饮料市场上，面对国际两乐的挑衅，我们"中国人自己的可乐"--非常可乐也是显得苍白无力，无疑于螳臂挡车。那么为何大多数国内品牌都走不远呢？国内企业又如何改变这种惨淡的局面呢？本文在对品牌战略相关基本概念解析和中国品牌发展历程研究的基础上分析了我国企业实施品牌战略的现状，针对我国企业在实施品牌战略中存在的
问题提出了相关对策。
关键词：企业；品牌；品牌战略；品牌定位；品牌文化
ABSTRACT
At present, with the advent of the new economy, the market environment has changed greatly, the brand has become an important tool for occupying the market. With the improvement of living standards, increasing the importance of the brand. Why is Apple's iphone and ipad would be so hot, we all rush to buy, this is the strength of the brand. Brand is the life, is the most powerful competitive businesses compete for and occupy the market is an important tool.
In the economic globalization, Chinese enterprises in global competition to survive, must be high on the strategic importance of brand strategy. Although the managers of domestic enterprises have gradually realized the importance of brand strategy, especially in the contest of strength and abr
oad, after a strong brand. Suddenly, playing a brand of dysfunction have the flag, some great words against the momentum of strong brands abroad. However, a few years, strong domestic brands and foreign brands, after some fighting, to outshine others in the industry or the majority of consumers now able to leave the memory of its own brand name but few. The past three oral, Qin pool wine, love, etc. After more than a short VCD brilliance, is now the ashes. In the carbonated drinks market, the face of international challenge both the music, we "China's own cola"- Coke is also very pale, no doubt in Tangbidangche. Why most domestic brands are not far away it? Domestic enterprise and how to change this dismal situation? In this paper, the underlying concepts of brand strategy analysis and study of Chinese brands Fazhan course of China's enterprises on the basis of analysis of the status of implementation of brand strategy for enterprise in the implementation of our problems in brand strategy put forward relevant countermeasures.
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2012-1-2
