论品牌价值与品牌战略

在市场经济发展日趋深化的今天,品牌对于企业生存和发展的重要性已众所周知,品牌战略已成为众多知名企业在市场竞争中立于不败之地的法宝。本文指出了品牌的作用,也就找到了品牌价值的来源,探讨了我国企业品牌发展中存在的问题,提出了实施品牌战略的策略。

On brand value and brand strategy

It is well-known that brand is very important to the existence and development of an enterprise,especially under the current environment of intensification of market economy.The brand strategy becomes a magic weapon for many famous enterprises to compete successfully in the market.In this paper the functions of brands are pointed out,and the source of the brand value is presented,also the problems existing in the development of many brands in China are analyzed,and some tactics carried out in the brand strategies are put forward.