淺談品牌戰(zhàn)略
（此結(jié)業(yè)論文共9009字，適合工商管理，等相關(guān)管理專業(yè)參考）
摘要
今天的世界已經(jīng)進(jìn)入國際化品牌競爭的時(shí)代，品牌已經(jīng)成為一種新的國際語言進(jìn)入千家萬戶。以品牌來建立產(chǎn)品在市場中的地位，樹立企業(yè)形象，是企業(yè)有效的市場競爭手段，也成為企業(yè)市場競爭戰(zhàn)略重要部分。品牌將成為企業(yè)成功與否的標(biāo)志，新經(jīng)濟(jì)下的“品牌戰(zhàn)略”已成為不可逆轉(zhuǎn)的商戰(zhàn)潮流。誰選擇了正確的品牌戰(zhàn)略，誰就掌握了主動權(quán)，才可先發(fā)制人。那么選擇什么樣的品牌戰(zhàn)略，便成為企業(yè)決策者首要關(guān)心和考慮的問題。國外企業(yè)在推行品牌戰(zhàn)略遠(yuǎn)遠(yuǎn)早于我國，有許多的經(jīng)驗(yàn)值得借鑒。改革開放三十年以來，國際有一大批百年企業(yè)及品牌的跨國公司來到中國，國際品牌紛紛涌向中國市場，其中有汽車行業(yè)、銀行業(yè)，電子行業(yè)，還有服裝、手表、化妝品、箱包、黃金珠寶等奢侈品牌，30年來中國本土品牌通過學(xué)習(xí)優(yōu)秀國際品牌的經(jīng)驗(yàn)，涌現(xiàn)了一批知名的國際品牌如華為、中興通信、海爾、聯(lián)想、青島啤酒等，使更多中國品牌走向國際積累了寶貴經(jīng)驗(yàn)，同時(shí)在塑造全球化的國際品牌道路中還任重道遠(yuǎn)。
關(guān)鍵詞： 品牌定位與維護(hù) 選擇與實(shí)施品牌戰(zhàn)略 誤區(qū) 如何發(fā)展我們自己的品牌

abstract
Abstract: Today’s world has entered the era of competition in international brands. Brands have become a new international language into millions of families. Setting up the brand products in the market position and establishing a corporate image have become effective means of market competition and also become an important part of the strategy of market competition. The brand will be the symbol of a successful enterprise or not. The "brand strategy" of new economy has become an irreversible trend of commercial warfare. The one, who choose the correct brand strategy, takes the initiative. He will be proactive. Then to choose what kind of brand strategy has become the primary concern and consideration of the business decision makers. Foreign enterprises is much earlier than Chinese enterprise in the implementation of brand strategy. There are a lot of experience is worth learning for us. Since 30 years of reform and opening up, a large number of centennial multinational enterprises and brands have flocked to China market, incluing automotive, banking, electronics industry, as well as clothing, watches, cosmetics, bags, gold, jewelry and other luxury brands. Through learning the experience of excellent international brands for 30 years, local China emerges a number of renowned international brands such as Huawei, ZTE, Haier, Lenovo, Tsingtao beer, etc., which accumulate precious experience for more Chinese brands into the international market. In the mean time, in shaping the globalized international brands, we are also a long way to go.
Keywords
Brand sitioning and maintenance, Selection and implementation of brand strategy, Mistakes, How to develop our own brand

目 錄
摘要……………………………………………………………………………………1
英文摘要………………………………………………………………………………2
前言……………………………………………………………………………………5
第一章 品牌戰(zhàn)略對企業(yè)的影響與意義 …………………………………………6
第二章 品牌的塑造 ……………………………………………………………6
2．1品牌定位 …………………………………………………………………6
2．2增加投入，擴(kuò)大影響 ……………………………………………………7
2．3品牌維護(hù) …………………………………………………………………7
2．4商標(biāo)注冊，合法保護(hù) ……………………………………………………8
2．5提升品質(zhì)，形成壁壘 ……………………………………………………8
2. 6加大力度，服務(wù)營銷 ……………………………………………………8
第三章 實(shí)施品牌戰(zhàn)略…………………………………………………………………8
3．1選擇品牌戰(zhàn)略………………………………………………………………8
3．2品牌實(shí)施中的誤區(qū)……………………………………………… ………12
第四章 國內(nèi)企業(yè)與國外企業(yè)在品牌管理中的差距…………………… …………13
第五章 如何發(fā)展我們自己的品牌 …………………………………………………14第六章 中國企業(yè)的前景…………………………………………………………16
參考文獻(xiàn) ………………………………………………………………………………………16