我国企业品牌战略与可持续发展的研究毕设论文.doc

PAGE  PAGE 23 XX大学 本科生毕业论文（设计） 题 目 我国企业品牌战略 与可持续发展的研究 学生姓名 指导教师 学 院 专业班级 完成时间 摘 要 21世纪是品牌角逐的世纪，品牌已经超越了管理、人力、技术、资金等，成为企业的核心资源。知名品牌是信誉、质量等的代名词，它本身具有很高的经济价值，是企业经营资产的重要组成部分，是面对激烈的市场竞争，获取竞争优势的最强武器。品牌战略的竞争是市场竞争的重要形式，一个企业没有品牌战略，就缺乏竞争能力，没有市场准入资格;一个国家没有名牌产品，没有竞争力强的优势企业，就无法形成国家经济竞争力。品牌的作用越来越明显，重要性也越来越强，这要求我们必须加快企业品牌化的进程，只有以品牌对抗品牌，才能生存下来。 关键词：品牌，品牌定位，品牌核心价值 Abstract The 21st century is the century, competing brands, brand management has gone beyond the human, technical, financial and so on, become the core of enterprise resources. Well-known brand is the credibility and quality synonymous with its high economic value of business assets is an important part of the face of fierce market competition, access to the most powerful weapon of competitive advantage. Brand strategy of competition is an important form of competition in the market, NOT a business brand strategy, on the lack of competitiveness, market access is not eligible; a country NOT branded products, there is no competitive advantage of companies, will not be able to form a national economic competitiveness. The role of the brand more and more obvious that more and more importance, and this demands that we must speed up the process of corporate brand, and only brand to brand of confrontation in order to survive. Keywords：Brand，Brand positioning，Core value of brand 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc296696710 一、绪论  PAGEREF _Toc296696710 \h 1  HYPERLINK \l _Toc296696711 （一）背景  PAGEREF _Toc296696711 \h 1  HYPERLINK \l _Toc296696712 （二）品牌的内涵  PAGEREF _Toc296696712 \h 2  HYPERLINK \l _Toc296696713 1、品牌是一种名称  PAGEREF _Toc296696713 \h 2  HYPERLINK \l _Toc296696714 2、品牌是一种无形资产  PAGEREF _Toc296696714 \h 2  HYPERLINK \l _Toc296696715 3、品牌就是产品和消费者的关系  PAGEREF _Toc296696715 \h 2  HYPERLINK \l _Toc296696716 （三）我国企业实施品牌战略的意义  PAGEREF