摘 要
商标是一个公司和一个产品的标志和标志，它在市场营销中起着举足轻重的作用。因此，对品牌策略的构建进行深入的探索，有着十分重要的实际作用。品牌战略是建立和维持品牌的中心，在产品开发、生产、销售和经营全过程中，为了获得较强的竞争优势和较大的利益，而制定的计划、计划和策略。企业要实现品牌化，就要从提升产品品质、强化技术革新、重视品牌保护等方面着手。但目前，我国的品牌策略总体上仍处于滞后状态，存在着技术创新、人力资源和品牌宣传等方面的问题，无法满足国内的国际市场的需求。文章结合宿迁这一已济落后地区的品牌战略，对内江苏省知名品牌和江苏省优质服务品牌的实地调研、走访市，从核心战略、辅助战略、维护策略、品牌建设途径等几个角度，详细阐述了品牌战略的重要作用，并对经济落后地区的企业如何立足现有条件，发挥主观能动性，在地方政府及其部门的有力支持下，发挥各方合力，打好名牌这张牌，促进企业不断发展壮大，促进区域经济发展提出了个人的见解。此外，文章还进一步论述了政府和有关方面应该采取切实有效的政策，加大对民营经济的支持，以推动经济快速、健康的发展。
关键词：名牌 名牌战略 核心战略
Abstract
Trademark is the symbol and symbol of a company and a product, which plays an important role in marketing. Therefore, it is of great practical significance to explore the construction of brand strategy. Brand strategy is the center of establishing and maintaining the brand. In the whole process of product development, production, sales and operation, it is the plan, plan and strategy formulated to obtain strong competitive advantage and greater benefits. In order to realize branding, enterprises should start from improving product quality, strengthening technological innovation, and paying attention to brand protection. However, at present, China's brand strategy is still lagging behind in general, with problems in technology innovation, human resources and brand promotion, which cannot meet the needs of domestic and international markets. Based on the brand strategy of Suqian, an economically backward area, the article makes a field survey and visits to the famous brands in Jiangsu Province and high-quality service brands in Jiangsu Province, and elaborates the important role of brand strategy from the perspectives of core strategy, auxiliary strategy, maintenance strategy, and brand construction approach, and how to base on the existing conditions and give full play to the subjective initiative of enterprises in economically backward areas, With the strong support of the local government and its departments, I put forward my personal views on how to play the role of famous brand, promote the continuous development of enterprises and promote regional economic development. In addition, the article further discusses that the government and relevant parties should take effective policies to increase support for the private economy in order to promote the rapid and healthy development of the economy.
Key words: Brand brand strategy core strategy
目 录
摘 要 I
Abstract II
1 前言 1
1.1 世界各国名牌产品对中国市场的冲击 1
1.2 国内名牌战略研究的现状和分析 1
2 名牌、名牌效应、名牌战略 2
2.1 名牌、名牌产品、名牌企业 2
2.1.1 名牌 2
2.1.2 名牌产品 2
2.1.3 名牌企业 3
2.2 名牌效应 3
2.2.1 聚合效应 4
2.2.2 光环效应 4
2.2.3 “核裂变”效应 4
2.3 名牌战略 5
2.3.1 名牌战略的含义 5
2.3.2 企业名牌战略的要素 5
2.3.3 实施名牌战略的基本原则 5
3 中国企业在实施名牌战略过程中存在的问题 6
3.1 区域性名牌多，品牌水准偏低 6
3.2 企业规模偏小，内耗现象严重 6
3.3 企业集团松散，各自为政难创名牌 6
3.4 缺乏长远整体战略，管理滞后，素质不高 7
3.5 资金不足导致企业名牌战略实施中断 7
3.6 商标意识薄弱、名牌缺乏保护 7
4 宿迁市企业实施名牌战略的实践 7
4.1 宿迁市企业实施名牌战略的现状 7
4.2 加快实施名牌战略对发展宿迁经济的重大意义 8
4.2.1 实施名牌战略是树立企业形象的手段 8
4.2.2 实施名牌战略是促进产品销售的手段 8
4.2.3 实施名牌战略是提高企业凝聚力的手段 8
4.2.4 实施名牌战略是提高企业经济效益的手段 9
4.3 宿迁市企业实施名牌战略的步骤 9
5 结论 11
参考文献 12
致 谢 14
商标是一个公司和一个产品的标志和标志，它在市场营销中起着举足轻重的作用。因此，对品牌策略的构建进行深入的探索，有着十分重要的实际作用。品牌战略是建立和维持品牌的中心，在产品开发、生产、销售和经营全过程中，为了获得较强的竞争优势和较大的利益，而制定的计划、计划和策略。企业要实现品牌化，就要从提升产品品质、强化技术革新、重视品牌保护等方面着手。但目前，我国的品牌策略总体上仍处于滞后状态，存在着技术创新、人力资源和品牌宣传等方面的问题，无法满足国内的国际市场的需求。文章结合宿迁这一已济落后地区的品牌战略，对内江苏省知名品牌和江苏省优质服务品牌的实地调研、走访市，从核心战略、辅助战略、维护策略、品牌建设途径等几个角度，详细阐述了品牌战略的重要作用，并对经济落后地区的企业如何立足现有条件，发挥主观能动性，在地方政府及其部门的有力支持下，发挥各方合力，打好名牌这张牌，促进企业不断发展壮大，促进区域经济发展提出了个人的见解。此外，文章还进一步论述了政府和有关方面应该采取切实有效的政策，加大对民营经济的支持，以推动经济快速、健康的发展。
关键词：名牌 名牌战略 核心战略
Abstract
Trademark is the symbol and symbol of a company and a product, which plays an important role in marketing. Therefore, it is of great practical significance to explore the construction of brand strategy. Brand strategy is the center of establishing and maintaining the brand. In the whole process of product development, production, sales and operation, it is the plan, plan and strategy formulated to obtain strong competitive advantage and greater benefits. In order to realize branding, enterprises should start from improving product quality, strengthening technological innovation, and paying attention to brand protection. However, at present, China's brand strategy is still lagging behind in general, with problems in technology innovation, human resources and brand promotion, which cannot meet the needs of domestic and international markets. Based on the brand strategy of Suqian, an economically backward area, the article makes a field survey and visits to the famous brands in Jiangsu Province and high-quality service brands in Jiangsu Province, and elaborates the important role of brand strategy from the perspectives of core strategy, auxiliary strategy, maintenance strategy, and brand construction approach, and how to base on the existing conditions and give full play to the subjective initiative of enterprises in economically backward areas, With the strong support of the local government and its departments, I put forward my personal views on how to play the role of famous brand, promote the continuous development of enterprises and promote regional economic development. In addition, the article further discusses that the government and relevant parties should take effective policies to increase support for the private economy in order to promote the rapid and healthy development of the economy.
Key words: Brand brand strategy core strategy
目 录
摘 要 I
Abstract II
1 前言 1
1.1 世界各国名牌产品对中国市场的冲击 1
1.2 国内名牌战略研究的现状和分析 1
2 名牌、名牌效应、名牌战略 2
2.1 名牌、名牌产品、名牌企业 2
2.1.1 名牌 2
2.1.2 名牌产品 2
2.1.3 名牌企业 3
2.2 名牌效应 3
2.2.1 聚合效应 4
2.2.2 光环效应 4
2.2.3 “核裂变”效应 4
2.3 名牌战略 5
2.3.1 名牌战略的含义 5
2.3.2 企业名牌战略的要素 5
2.3.3 实施名牌战略的基本原则 5
3 中国企业在实施名牌战略过程中存在的问题 6
3.1 区域性名牌多，品牌水准偏低 6
3.2 企业规模偏小，内耗现象严重 6
3.3 企业集团松散，各自为政难创名牌 6
3.4 缺乏长远整体战略，管理滞后，素质不高 7
3.5 资金不足导致企业名牌战略实施中断 7
3.6 商标意识薄弱、名牌缺乏保护 7
4 宿迁市企业实施名牌战略的实践 7
4.1 宿迁市企业实施名牌战略的现状 7
4.2 加快实施名牌战略对发展宿迁经济的重大意义 8
4.2.1 实施名牌战略是树立企业形象的手段 8
4.2.2 实施名牌战略是促进产品销售的手段 8
4.2.3 实施名牌战略是提高企业凝聚力的手段 8
4.2.4 实施名牌战略是提高企业经济效益的手段 9
4.3 宿迁市企业实施名牌战略的步骤 9
5 结论 11
参考文献 12
致 谢 14
