当代中国企业品牌经营策略

品牌经营是企业运营的一个至关重要的问题。在WTO的全球竞争态势之下,中国企业能否造就自己的名牌乃至世界名牌,关系到中国企业的生死存亡。因此必须从以品牌为纽带组建现代中国企业、品牌延伸与品牌开发并举、品牌感性经营与品牌理性经营并重及超越消费者需求四个方面出发,对中国企业的品牌经营策略作一些有益的探讨,以赢得企业的生存与发展。

On the Brand Strategies of Chinese Enterprises

Brand management is viral in business operation With the intense gslobal competition amang the WTO members , it will be related to the survival and development of Chinese enterprises that whether they can produce the unique brand of ther own. The paper aims at exploring brand management in the following aspects: 1) building modem eterprises based on famous brand; 2) focusing on brand marketing and extension; 3) emphasizing both perceptual and rational management; 4) surpassing customer demands, etc.