论文部分内容阅读
品牌是企业经营发展的灵魂,其意义在于品牌背后代表的是企业的实力和核心价值。在我国,市场经济起步较晚,人们的品牌意识相对薄弱,同时又伴随着经济全球化带来的大量国外知名品牌的入侵,这就使得我国企业在中外品牌竞争中常常处于劣势。在市场经济蓬勃发展的今天,我国企业如何经营管理品牌成为迫切需要解决的问题。故本文从我国企业品牌经营角度出发,探究中国企业品牌所面临的问题并提出完善建议,以期为我国企业品牌经营建设作出贡献。
Brand is the soul of business development, the significance lies in the brand behind the representatives of the strength and core values. In our country, the market economy started relatively late, people’s brand awareness is relatively weak, meanwhile it is accompanied by the invasion of a large number of well-known foreign brands brought by the economic globalization, which makes our enterprises often at a disadvantage in the brand competition between China and foreign countries. Today, when the market economy flourishes, how to manage the brand in our country becomes an urgent problem to be solved. Therefore, from the point of view of brand management of Chinese enterprises, this paper explores the problems faced by Chinese brands and puts forward some suggestions to improve the brand management of Chinese enterprises.