摘 要
本文旨在探讨名牌战略在我国企业发展中的重要作用及其面临的挑战与对策。文章首先介绍了名牌战略的理论依据，包括品牌经济学理论、竞争优势理论、企业核心竞争力理论以及企业可持续发展理论，为后续分析提供了理论基础。接着，文章详细阐述了名牌战略对我国企业发展的多方面影响，包括提升企业经济效益、巩固市场地位以及增强创新能力等。然而，我国企业在实施名牌战略的过程中也面临着诸多挑战，如国际品牌竞争压力、技术创新能力不足以及品牌建设和传播难题等。针对这些挑战，文章提出了相应的对策，包括提升产品质量和创新能力、加强品牌建设和营销推广以及加强国际合作与交流等。文章总结了名牌战略在我国企业发展中的核心作用，并强调了企业应持续探索和实践名牌战略，以提升自身竞争力和市场地位，实现可持续发展。本文对于指导我国企业实施名牌战略具有一定的理论和实践意义。
关键词：名牌战略 企业发展 经济效益
Abstract
This paper aims to discuss the important role of brand strategy in the development of Chinese enterprises and the challenges and countermeasures. This paper first introduces the theoretical basis of brand-name strategy, including brand economics theory, competitive advantage theory, enterprise core competitiveness theory and enterprise sustainable development theory, which provides a theoretical basis for the subsequent analysis. Then, the article elaborated the brand strategy on the development of Chinese enterprises in many aspects of the impact, including the promotion of economic benefits, consolidation of market position and strengthening innovation ability. However, Chinese enterprises are also faced with many challenges in the process of implementing brand-name strategy, such as the pressure of international brand competition, the lack of technological innovation ability and the difficulties of brand building and communication. In response to these challenges, the paper puts forward corresponding countermeasures, including improving product quality and innovation ability, strengthening brand building and marketing promotion, and strengthening international cooperation and exchange. This paper summarizes the core role of brand-name strategy in the development of Chinese enterprises, and emphasizes that enterprises should continue to explore and practice brand-name strategy in order to enhance their competitiveness and market position and achieve sustainable development. This paper has certain theoretical and practical significance for guiding Chinese enterprises to implement brand-name strategy.
Keywords: Brand-name strategy Enterprise development Economic benefit
目 录
一、引言 1
二、名牌战略的理论依据 1
（一）品牌经济学理论 1
（二）竞争优势理论 2
（三）企业核心竞争力理论 2
（四）企业可持续发展理论 2
三、名牌战略对我国企业发展的影响 2
（一）对企业经济效益的影响 2
（二）对企业市场地位的影响 3
（三）对企业创新能力的影响 3
四、我国企业实施名牌战略面临的挑战 4
（一）国际品牌竞争压力 4
（二）技术创新能力不足 4
（三）品牌建设和传播难题 4
五、我国企业实施名牌战略面临的对策 5
（一）提升产品质量和创新能力 5
（二）加强品牌建设和营销推广 5
（三）加强国际合作与交流 5
六、结论 6
致 谢 7
参考文献 8
