企業品牌戰略實施中的主要問題及對策研究

內 容 摘 要

在如今市場經濟的時代，企業的品牌戰略已經成為與市場戰略相匹配的重大戰略，也是實現企業總體經營戰略的一個重要職能戰略，是構成企業戰略體系中的一個重要組成部分，影響企業發展的關鍵因素之一。隨著我國改革開放的不斷深入與市場經濟的發展，我國的經濟發展和世界各國的聯系越來越密切，我國的企業會面臨激烈的競爭與挑戰。因此，企業品牌戰略的決策的正確與否與其在實施中的主要問題和對策是企業生存和發展的關鍵。本文著重在對企業品牌戰略的相關基本含義的基礎上分析企業實施品牌戰略的重要性以及所遇到的主要問題與相關的對策。目的是通過通過研究現已經有的品牌戰略的相關理論，分析現在的企業的品牌戰略發展的情況，結合企業自身的特點，通過改善企業實施品牌戰略中的突出問題，分別對這些問題進行分析，進而實施對應的策略，從而增強企業品牌戰略的有效性。

[關鍵詞]：企業品牌，企業品牌戰略，應對戰略

目       錄

1 引言························································4

2 企業品牌戰略·····················································4

2．1 企業品牌戰略的含義·········································4

2．2 企業品牌與企業之間的關系···································4

3  企業的品牌戰略在企業發展中的重要作用························5

4  實施品牌戰略的重要意義··········································5

4. 1 有利于產品的銷售···········································6

4. 2 有利與企業降低經營風險·····································6

4. 3 有利于保持競爭優勢·········································6

4．4 有利于保持忠誠客戶·········································7

   4．5 有利于企業不斷提升自身的價值·······························7

5  企業品牌戰略實施中產生的主要問題································7

5. 1 塑造品牌的意識不夠·········································8

5. 2 對市場定位不夠準確，實施品牌戰略具有一定的盲目性···········8

5. 3 品牌定位模糊，個性都不鮮明·································8

5. 4 企業技術創新能力差，新產品開發能力弱············9

5. 5 缺乏對品牌戰略的認識·······································9

5. 6 品牌策劃缺乏競爭意識·······································9

5. 7 缺乏品牌宣傳···············································10

5. 8 缺乏對品牌質量的重視度·····································10

5．9對企業文化的認知不夠·······································10

5. 10 對經濟全球化的認識不夠····································11

6  實施品牌戰略的對策···········································11

6．1 根據企業自身的情況，確立合適的品牌戰略···················11

6. 2 進行戰略環境分析·········································12

6. 3 確定產品戰略的要素········································12

6. 4 進行技術創新，開發新產品··································13

6. 5 實施品牌國際化············································13

6. 6提示品牌質量，以顧客滿意為標準·····························13

6. 7 運用現代先進的管理模式，打造一流的品牌·····················14

7結束語···························································14

8文獻