关于企业实施名牌战略问题的研究

摘要····················································Ⅲ

1 前言··················································· 1

1关于实施名牌战略的背景···································1

1.1实施名牌战略的问题与现状·····························1

1.2实施名牌战略的目的与意义·····························2

2、实施名牌战略要树立正确的观念··························· 3

  2.1科学与质量相统一的观念······························ 3

  2.2法制与自主相结合的观念······························ 3

2.3长期与系统相一致的观念·······························4

3.企业如何实施名牌战略··································· 4

  3.1 全面调整，整体推进································· 5

  3.2确立中心，以点带面·································· 5

  3.3合纵连横，选择伙伴·································· 5

3.4先抑后扬，借势造势··································· 6

5结论···················································· 6

参考文献················································· 8

内 容 摘 要

什么是品牌？什么是名牌？怎样实施名牌战略？可能很多人对此一知半解或者是知之甚少。品牌是生产者、经营者为了标识其产品，以区别于竞争对手，辨认消费者认识而采用的显著的标记。品牌可以是一个名称、一个术语或者是一个记号，总之，品牌无处不在，他不仅仅是一个产品的标记，更是一种无形资产。名牌产品能反映一个国家综合实力，反映一个国家经济增长的质量和水平；集中体现一个企业的素质和综合优势，标志着企业的信用和形象，是产品质量的标志，是企业最重要的无形资产。 实施名牌战略是市场经济从价格竞争到质量竞争，再至品牌竞争的必然规律，通过实施名牌战略带动企业的技术创新和产品水平的提高，对提高产品竞争力，扩大市场分额，对提升产品的美誉度、知名度和影响力都有很大的推动作用和促进作用。那么实施名牌战略的问题与现状怎样？实施名牌战略要树立什么样的观念？企业如何实施名牌战略？这个问题就非常值得我们深入的研究。企业的实际情况千差万别，不同的企业需要根据各自不同的具体情况，有针对性地制定和实施品牌战略，这样才能够做到有的放矢，使品牌战略真正成为企业腾飞的法宝。在企业发展的不同阶段，企业可视条件和时机来选择适当的实施途径，通过阶段性部署为更远期的发展扫清障碍，创造和扩大优势。

【关键词】：企业名牌   战略  实施