【作者】 朱正君；

【导师】 秦远建；

【作者基本信息】 武汉理工大学 ， 工商管理， 2003， 硕士

【摘要】 在市场经济的时代，品牌已成为企业占领市场的重要工具。随着人民生活水平的提高，品牌的重要性越来越大。在经济全球化的今天，中国的企业要在全球范围的竞争中生存下去，必须在战略的高度上重视品牌战略。本文阐述了品牌及品牌战略的内涵，提出了品牌战略的基本类型，即品牌的技术领先战略、品牌的最低成本战略、品牌的差别化战略和品牌的专一化服务战略。文章分析了我国品牌与国际知名品牌的差距，并对我国企业品牌战略危机的原因进行了探究。作者认为，提高企业经营水平，转换企业经营机制，培育一大批具有实力的品牌企业，对于促进企业制度创新，确定市场经济体制有深远的意义。品牌战略是一项系统工程，品牌的成长需要良好的市场环境、法制环境和体制环境。政府在其中扮演着重要的和不可替代的角色。更多还原

【Abstract】 In the time of market economy, brand has become a important tool for enterprises to occupy the market. With the improving of people’s living standard, brand is becoming more important. In the day of economy globalization, Chinese enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition. This paper explains the implications of brand and brand strategy and put forward the basic categories of brand strategy, i.e. the technically leading strategy of brand, the lowest cost strategy of brand, the differentiation strategy of brand and the specialized service strategy of brand. This paper analyses the gap between Chinese brands and the world famous brands and probes into the cause of brand strategy crisis facing Chinese enterprises. In the writer’s opinion, it had far-reaching significance in promoting the innovation of enterprises system and the establishment of market economy by improving managing quality, transforming managing mechanism and fostering a number of enterprises with famous brand. Brand strategy is a systematic project. The growing of brand needs a fine market environment, sound legal environment and system environment, where The government plays a important and a irreplaceable role.更多还原