| 我国企业实施品牌战略中的问题及对策 |
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| 引用本文： | 马金岭.我国企业实施品牌战略中的问题及对策[J].南阳师范学院学报,2007,6(8):25-27,30. |
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| 作者姓名： | 马金岭 |
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| 作者单位： | 南阳师范学院,院长办公室,河南,南阳,473061 |
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| 摘 要： | 在当今市场竞争中,我国企业已逐渐意识到品牌的巨大价值并形成了一些著名民族品牌,但企业在实施品牌战略中还存在诸如实施品牌战略的意识薄弱、品牌定位缺乏文化内涵、品牌管理能力较弱、缺乏技术创新支撑、缺乏法律手段的保护等问题,需要从以下方面加以改进:提高对品牌战略重要性的认识;充分挖掘品牌的文化内涵;提升企业品牌管理能力;实现技术的持续创新;注重品牌的法律保护。
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| 关 键 词： | 企业 实施 品牌战略 竞争 |
| 文章编号： | 1671-6132（2007）08-0025-03 |
| 修稿时间： | 2007-06-10 |
Study on the Problems of the Chinese Enterprises' Brand Strategy and Its Countermeasures |
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| MA Jin-ling.Study on the Problems of the Chinese Enterprises'''' Brand Strategy and Its Countermeasures[J].Journal of Nanyang Teachers College,2007,6(8):25-27,30. |
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| Authors: | MA Jin-ling |
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| Institution: | President 0ffice,Nanyang Normal University,Nanyang, Henan 473061 ,China |
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| Abstract: | In today's market competitions,the Chinese enterprises have realized the tremendous values of brand gradually and we do have some famous national brands.But the enterprises have got lots of problems during implementing of the brand strategy such as the weak consciousness of implementing the strategy,the lackness of cultural connotations for the brand orientation,the poor abilities of the brand management,the deficiency in technical innovation and legal protection.The improvements are as follows: improving the consciousness of the importance of brand strategy,fully excavating the brand's cultural connotation,promoting the ability of the enterprises' brand management,achieving the technical sustainable innovation and laying stress on the brand's legal protections. |
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| Keywords: | enterprise implement brand strategy competition |
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