摘要
从品牌战略的内涵与其功能意义入手 ,探讨了品牌战略在企业营销中的作用。在分析我国企业营销品牌战略发展状况的基础上 ,认为 ,提高品牌意识 ,搞好品牌定位 ,塑造良好品牌形象 ,综合运用多种竞争手段 ,是企业品牌营销的必然选择。
In this paper, we have discussed the roles of brand strategy in the enterprise's marketing starling from the meaning and function of brand strategy. We think opinion that it is necessary measures for the enterprise to have more ideas, emphasize the position, creat the good image of brand, or synthetically adopt all kinds of ways of competition, on the bases of analyzing the brand strategy conditions of our enterprises' marketing.
出处
《武汉工业学院学报》
CAS
2003年第1期89-92,共4页
Journal of Wuhan Polytechnic University
关键词
品牌战略
企业
品牌策略
品牌定位
Brand strategy
enterprise
measures of brand
Brand position
