【正文】 畢 業(yè) 設 計題 目： 品牌戰(zhàn)略研究 專 業(yè)： 質量技術監(jiān)督管理 品牌戰(zhàn)略研究摘要隨著我國市場經(jīng)濟的發(fā)展和改革開放的不斷深入,我國的企業(yè)面臨著更加激烈的競爭和挑戰(zhàn)。企業(yè)的競爭已不僅僅是產(chǎn)品質量、服務、信息的競爭了,實施企業(yè)品牌戰(zhàn)略已是企業(yè)必然的選擇。本文就企業(yè)品牌、品牌戰(zhàn)略的意義和作用以及我國企業(yè)品牌戰(zhàn)略的現(xiàn)狀做了一些簡要的分析。并提出了實施品牌戰(zhàn)略的一些對策建議。品牌是 21 世紀企業(yè)管理中非常重要的內(nèi)容之一。隨著我國經(jīng)濟體制的改革，市場經(jīng)濟得到發(fā)展，社會經(jīng)濟文化日益進步，經(jīng)濟運作方式也發(fā)生了質的變化。商業(yè)企業(yè)經(jīng)營觀念、經(jīng)營目的也隨之發(fā)生了相應的變化。與之相適應，企業(yè)必須依照內(nèi)外部經(jīng)營環(huán)境發(fā)生的深刻變化，重新高速企業(yè)經(jīng)營的指導思想、經(jīng)營戰(zhàn)略。商業(yè)企業(yè)在運用各種經(jīng)營戰(zhàn)略從事經(jīng)營管理與市場營銷中，也逐漸形成了一種新的經(jīng)營指導思想，即品牌戰(zhàn)略。本文論述了品牌戰(zhàn)略與企業(yè)品牌，品牌的作用、品牌戰(zhàn)略的要領及特點，品牌戰(zhàn)略與其他經(jīng)營戰(zhàn)略的差異，品牌相對壟斷策略， 實施品牌戰(zhàn)略的作用與意見， 企業(yè)品牌戰(zhàn)略的作用與意見， 企業(yè)品牌戰(zhàn)略在我國企業(yè)動作中的現(xiàn)太，企業(yè)運作中品牌戰(zhàn)略對策的靈活作用。 【關鍵詞】 品牌； 品牌戰(zhàn)略； 品牌規(guī)劃； 企業(yè)；對策　　 Study On The Brand StrategyAbstractWith the development of our market economy and the deepening of reform and opening up, China39。s enterprises are faced with more fierce petition and challenges. The petition of the enterprise is not only the quality of products, services, information petition, the implementation of brand strategy is the enterprise inevitable choice. The enterprise brand, brand strategy significance and the function as well as our country enterprise brand strategy present situation has made some brief analysis. And put forward some countermeasures and suggestions of implementing brand strategy.Brand is the twentyfirst Century enterprise management one of the very important contents. Along with the reform of our country economic system, market economic development, socioeconomic and cultural progress, economic operation has also undergone a qualitative change. Commercial business concepts, business purpose also produced corresponding change subsequently. Accordingly, the enterprise must in accordance with the internal and external operating environment of profound change, high speed business guiding ideology, management strategy. Commercial enterprises in the use of various operating strategies in management and marketing, also gradually has formed one kind of new management guiding ideology, namely brand strategy. This paper discusses the strategy of the brand and enterprise brand, brand effect, the method and the characteristics of brand strategy, brand strategy and other strategic difference, relative Monopoly brand strategy, the implementation of brand strategy and the role of opinion, enterprise brand strategy and the role of opinion, the enterprise brand strategy in our country enterprise action in the show too, enterprise operation of the brand strategy of flexible role. Key words: Brand。 Brand strategy。 Brand planning。 Enterprise。 Countermeasure　　 目 錄摘 要 ..................................................................................錯誤！未定義書簽。Abstract..............................................................................................................3第 1 章 關于企業(yè)品 牌概述 ....................................................錯誤！未定義書簽。 品牌的概述 ..............................................................................錯誤！未定義書簽。 企業(yè)如何創(chuàng)立自己的品牌 ...................................錯誤！未定義書簽。 如何推廣自己企業(yè)的品牌 1 品牌戰(zhàn)略對企業(yè)的影響 2第 2 章 企業(yè)品牌形成的背景及作用 ...............................................................2 企業(yè)品牌形成的背景 ..........................................................................................2 品牌的作用 ...............................................................................................................2第 3 章 企業(yè)品牌戰(zhàn)略意義 ................................................................................3 品牌戰(zhàn)略的定義 ...................................................................................3 企業(yè)實施品牌戰(zhàn)略的意義 ................................................................................4第 4 章 企業(yè) 品牌戰(zhàn)略在我國目前的現(xiàn)狀分析 ................................................5 國內(nèi)企業(yè)目前的現(xiàn)狀 ...........................................