新疆企业品牌运营中存在的问题透视

改革开放以来，新疆企业经过不懈努力，涌现出一批在国内市场上享有盛誉的知名品牌，一些企业还占据着行业的龙头地位。但从总体上看，新疆企业知名品牌少、实力弱、区域经济品牌化程度还不高。具体表现为：品牌命名和设计不尽合理；知名品牌少，影响力有限；在品牌运营中存在着缺乏规划、定位不清的问题；一些企业品牌宣传力度小，营销手段单一；企业管理失误或违规经营导致企业形象受损，品牌价值下降等。

Problems in Brands Management of Enterprises in Xinjiang

Since the reform and open policy has been practiced,a lot of enterprises in Xinjiang have been successful in developing well-known brands through hard work.Some enterprises,such as TBEA,XZH and JFKJ,even become the leading ones in their own industry.However,problems are found in the quantity of well-known brands,the strength and the branding of regional economy,which are embodied in different aspects.The paper discusses these aspects in detail.