我国企业品牌建设问题探讨

本文认为,近年来我国本土品牌发展较快,但与世界著名品牌相比,还有相当大的差距,品牌的重要作用还没有凸显出来;产业规模还比较小;品牌出口能力弱。因此面对国际竞争,必须明确品牌定位,选准目标市场,打好品牌根基;制定可持续发展战略,使品牌的培育、发展、管理与企业的整体战略相统一;视质量为品牌的生命,严把品牌建设质量关;加快新产品开发,不断为品牌注入新的活力;注重营销整合,为品牌成长提供保障。

The Problem of Brand Construction in China''''s Enterprises

With the market competition entering a new stage of brand competition, the consumers increasingly have trust in famous brand.Brand can provide the cust omers with more value and benefit,provide the enterprises with comparatively hig her economic returns and enduring competitiveness. In recent years, China's local brands have achieved rapid development.But,comparing with those world famous brands,there are still lots of problems with these local brands. So,in the face of international competition,we should,first,clarify brand positioning,select pro per target market and lay the foundation of brand;second,formulate sustainabled evelopment strategy; third, rigidly adhere to quality standard;forth,accelerate new product development;fifth,pay attention to marketing integration. Only thus will our local brands survive and develop in international brand competition.