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题目 企业名牌战略的实施与对策__以我国啤酒行业为例

目 次
摘 要………………………………………………………………………………………… I
Abstract ……………………………………………………………………………………II

引言……………………………………………………………………………………………1
一、名牌战略的理论基础……………………………………………………………………2
（一）名牌战略的概念…………………………………………………………………2
（二）名牌战略的构成…………………………………………………………………2
（三）名牌战略的作用…………………………………………………………………2
二、我国啤酒企业实施名牌战略的竞争形势分析…………………………………………4
（一）市场态势的转变…………………………………………………………………4
（二）竞争主体的转变…………………………………………………………………4
（三）市场形势的变化…………………………………………………………………4
三、企业实施名牌战略应注意的几个问题…………………………………………………5
（一）树立名牌意识……………………………………………………………………5
（二）加强深化改革……………………………………………………………………5
（三）合理地制定名牌的目标…………………………………………………………6
（四）积极参与国际竞争………………………………………………………………6
四、企业实施名牌战略的对策………………………………………………………………7
（一）质量是企业实施名牌战略的基础………………………………………………7
（二）创新是企业实施名牌战略的主题………………………………………………7
（三）文化是企业实施名牌战略的灵魂………………………………………………8
（四）服务是企业实施名牌战略的重要保证…………………………………………8
（五）人才是企业实施名牌战略重要依托……………………………………………9

结论 …………………………………………………………………………………………10

致谢 …………………………………………………………………………………………11
参考文献 ……………………………………………………………………………………12

摘 要

当今国内外市场的竞争明显地表现于品牌的竞争，许多公司和企业把争创名牌作为企业重要的战略目标。品牌是企业和产品的象征和代表，品牌在企业的营销活动中发挥着重要作用。探讨企业实施名牌战略具有重大的现实意义。实施名牌战略的企业应正确理解名牌战略并且要有计划有步骤地循序推进。伴随着经济的全球一体化的发展，全球正在进行一场新的“世界大战”,这不是使用枪炮的战争，而是一场规模宏大、铺天盖地的商战，其主要武器就是名牌。我国的企业只有适应市场竞争环境，实施名牌战略，创出名牌，保护名牌，发挥名牌效应，才能占领市场，扩大市场，并获得可观的经济效益。名牌战略是培育企业核心竞争力的重要支撑,是一个企业重要的生命源泉,对于哪些还没实施或将要名牌战略的企业来讲更是如此。名牌战略不仅要成为中国企业发展和中国经济跃上新台阶的着力点，而且也将是增强民族自豪感和自信心的着力点。本文通过探讨啤酒业的品牌战略的实施方案以及在实施过程中的对策，提出了我国啤酒行业实施品牌战略的有效途径。

关键词： 企业；实施；名牌战略

Discussion enterprise name brand strategy implementation and
countermeasure
--Take the beer profession as the example
Student:LING yuan rui Teacher:CHEN jun
Abstract: Competition in domestic and international market today clearly expressed in the brand's competition, many companies and enterprises to create famous brand as an important strategic business objectives. Drand enterprises the products and the symbol, brand enterprises in the marketing activities, play an important role. On enterprises to implement a brand strategy in the form of great realistic significance. The implementation of brand strategy, corporate brand strategy should be properly understood and a plan for progressive step by step forward. Accompanied by economic globalization, the world is under going a new “the world war”, it is not using guns of the war，but an unprecedented scale, extensive commercial war, its main weapons are brand names. The enterprises only with the market competition, the name brand strategy to create famous brands, protecting brand names, play a famous brand effect, to occupy markets, expand the market, and substantial economic benefits. Name brand strategy is to develop enterprises core competitiveness support, is an enterprise important source of life, for he has not been implemented or will name brand strategy of enterprises. Brand strategy not only to become the economic development of Chinese enterprises and China to a new level of focus, but also will enhance national pride and confidence of focus. In this paper, the beer industry's brand strategy of the specific implementation plan as well as in the implementation process should pay attention to the problem, proposed the implementation of China's beer industry, an effective way to brand strategy.

Key words: enterprises; implement; name brand strategy

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