1、 I 题目：我国企业品牌策略研究 摘要摘要 21 世纪的世界已进入品牌国际化的竞争时代，品牌已成为一种新的国际语 言进入到千家万户。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，也成为企业市场竞争战略的重要部分。品牌将成为企业 成功与否的标志。 那么如何选择品牌战略？选择什么样的品牌战略？便成为企业 决策者首要关心和考虑的问题。国外企业在推行品牌战略上早于国内，有许多先 进的经验值得借鉴。随着中国入世，许多外国品牌涌入中国。尽管部分企业已经 开始探索并试着接受和推行品牌战略， 然而更多的国内企业并没有认识到品牌战 略的重要性。本文结合目前我国企业品牌发展现状，分析
2、了目前我国企业品牌现 状以及存在的问题，并从多个角度阐述了如何开展品牌策略、把品牌做大做强的 几种途径。 关键字：关键字：企业；品牌；品牌策略 II Abstract In the 21st century, the world has entered the competitive era of brand internationalization. Brand has become a new international language and entered thousands of households. To establish the position of products i
3、n the market and establish the image of enterprises with brands is not only an effective means of market competition, but also an important part of enterprise market competition strategy. Brand will become the symbol of enterprise success. So how to choose brand strategy? What kind of brand strategy
4、 do you choose? It has become the primary concern and consideration of enterprise decision-makers. Foreign enterprises in the implementation of brand strategy earlier than domestic, there are many advanced experience worth learning from. With Chinas entry into WTO, many foreign brands have poured into China. Although some enterprises have begun to explore and try to accept and implement brand strategy, more domestic enterprises do not realize the importance of brand st
