企業名牌戰略的實施與對策

工商管理論文編號:GS340  論文字數:10880,頁數:15

題目   企業名牌戰略的實施與對策__以我國啤酒行業為例 

目  次
摘 要………………………………………………………………………………………… I
Abstract ……………………………………………………………………………………II

引言……………………………………………………………………………………………1
一、名牌戰略的理論基礎……………………………………………………………………2
 （一）名牌戰略的概念…………………………………………………………………2
 （二）名牌戰略的構成…………………………………………………………………2
 （三）名牌戰略的作用…………………………………………………………………2
二、我國啤酒企業實施名牌戰略的競爭形勢分析…………………………………………4
  （一）市場態勢的轉變…………………………………………………………………4
 （二）競爭主體的轉變…………………………………………………………………4
 （三）市場形勢的變化…………………………………………………………………4
三、企業實施名牌戰略應注意的幾個問題…………………………………………………5
 （一）樹立名牌意識……………………………………………………………………5
 （二）加強深化改革……………………………………………………………………5
 （三）合理地制定名牌的目標…………………………………………………………6
 （四）積極參與國際競爭………………………………………………………………6
四、企業實施名牌戰略的對策………………………………………………………………7
 （一）質量是企業實施名牌戰略的基礎………………………………………………7
 （二）創新是企業實施名牌戰略的主題………………………………………………7
 （三）文化是企業實施名牌戰略的靈魂………………………………………………8
 （四）服務是企業實施名牌戰略的重要保證…………………………………………8
 （五）人才是企業實施名牌戰略重要依托……………………………………………9

結論 …………………………………………………………………………………………10

致謝 …………………………………………………………………………………………11
參考文獻 ……………………………………………………………………………………12

摘   要
 
當今國內外市場的競爭明顯地表現于品牌的競爭，許多公司和企業把爭創名牌作為企業重要的戰略目標。品牌是企業和產品的象征和代表，品牌在企業的營銷活動中發揮著重要作用。探討企業實施名牌戰略具有重大的現實意義。實施名牌戰略的企業應正確理解名牌戰略并且要有計劃有步驟地循序推進。伴隨著經濟的全球一體化的發展，全球正在進行一場新的“世界大戰”,這不是使用槍炮的戰爭，而是一場規模宏大、鋪天蓋地的商戰，其主要武器就是名牌。我國的企業只有適應市場競爭環境，實施名牌戰略，創出名牌，保護名牌，發揮名牌效應，才能占領市場，擴大市場，并獲得可觀的經濟效益。名牌戰略是培育企業核心競爭力的重要支撐,是一個企業重要的生命源泉,對于哪些還沒實施或將要名牌戰略的企業來講更是如此。名牌戰略不僅要成為中國企業發展和中國經濟躍上新臺階的著力點，而且也將是增強民族自豪感和自信心的著力點。本文通過探討啤酒業的品牌戰略的實施方案以及在實施過程中的對策，提出了我國啤酒行業實施品牌戰略的有效途徑。

關鍵詞： 企業；實施；名牌戰略
 

Discussion enterprise name brand strategy implementation and
 countermeasure
 --Take the beer profession as the example
 Student:LING yuan rui     Teacher:CHEN jun
Abstract: Competition in domestic and international market today clearly expressed in the brand's competition, many companies and enterprises to create famous brand as an important strategic business objectives. Drand enterprises the products and the symbol, brand enterprises in the marketing activities, play an important role. On enterprises to implement a brand strategy in the form of great realistic significance. The implementation of brand strategy, corporate brand strategy should be properly understood and a plan for progressive step by step forward. Accompanied by economic globalization, the world is under going a new “the world war”, it is not using guns of the war，but an unprecedented scale, extensive commercial war, its main weapons are brand names. The enterprises only with the market competition, the name brand strategy to create famous brands, protecting brand names, play a famous brand effect, to occupy markets, expand the market, and substantial economic benefits. Name brand strategy is to develop enterprises core competitiveness support, is an enterprise important source of life, for he has not been implemented or will name brand strategy of enterprises. Brand strategy not only to become the economic development of Chinese enterprises and China to a new level of focus, but also will enhance national pride and confidence of focus. In this paper, the beer industry's brand strategy of the specific implementation plan as well as in the implementation process should pay attention to the problem, proposed the implementation of China's beer industry, an effective way to brand strategy.

Key words:   enterprises;  implement;  name brand strategy