世纪之交的中国,企业进入了品牌竞争的时代,以品牌为核心成为企业重组和资源重新配置的重要机制,市场营销战略的制定转向品牌策划和推广。有专家预言,一批具有向世界名牌挑战能力的中国名牌将脱颖而出。品牌竞争已跨越了民族文化的障碍,成为无国界、无终结的竞争。美国广告研究专家莱瑞·莱特曾说过:“拥有市场比拥有工厂更重要,而拥有市场的唯一方法是拥有具有市场优势的品牌。” At the turn of the century, enterprises in China entered the era of brand competition. With brand as the core, they became an important mechanism for corporate restructuring and resource reallocation. The formulation of marketing strategies turned to brand planning and promotion. Some experts predict that a group of Chinese famous brands that have the ability to challenge the world famous brands will stand out. Brand competition has crossed the barrier of national culture, becoming borderless, endless competition. As Lare Wright, an American advertising research expert, once said: “Having a market is more important than owning a factory, and the only way to own a market is to have a brand that has a market advantage.”