论品牌战略在企业营销中的地位

品牌是20世纪信息文明时代的产物。在没有硝烟的商战中,文化从边缘走向中心,品牌成为企业竞争力的核心。中国是一个世界大国,经济发展水平相对落后,在今后的发展中,将如何在世界经济舞台上定位,在很大程度上取决于我们的民族工业发展水平,依赖于各行各业各地区对于品牌文化的重视程度。分析了中国企业品牌现状,提出了实施品牌战略、并处理好品牌的民族性与国际化品牌管理关系的措施。

Talking about the Position of the Brand Strategy in the Marketing of the Enterprises

The brand is an outcome of 20th century's information civilization age.In company war having no nitric smoke,the culture heads for the center from the edge,the brand becomes the core of the business enterprise competitive ability.China is a big country in the world,however its economic development is still in a relative backward level,and in the future development,how to position in the international economic stage depends on the industrial developing level of our nation to a great extent,and also on the attention of each trade and each region to the brand culture.This paper analyzes on the present situation of the brand of Chinese enterprises,and puts forward some measures for carrying out the bran strategy and treating well the relationship between the nationality of the brand and the internationalized brand management.