品牌战略与现代企业

品牌战略是企业为了提高产品竞争力而进行的围绕着企业及其产品而开展的形象塑造活动,它是企业整体发展战略的重要内容。本文着重从品牌的研究和开发、品牌名称、品牌的营销、品牌的创新以及品牌的国际化和人力资源等方面全方位地介绍了现代企业实施品牌战略的必要性,并结合国产品牌手机的现状,提出实施品牌战略的方案。

The brand strategy and modern enterprise

The brand strategy is an activity that the enterprise creates the image of the enterprise and its products in order to improve its product competition capability. The brand strategy is also the important content of the strategy of the enterprise development. This present paper introduces the necessity of implementing the brand strategy in the aspects of the brand study and development, brand name, brand management and sales, brand innovation and internationalization. This paper also produces the concrete project of the brand strategy combining with the domestic brand mobile phone.