【正文】 場經(jīng)濟的要求，消費者的心理還未完全成熟。很多企業(yè)沒有清醒地認識到這一點，妄圖在短時間內(nèi)創(chuàng)出一個名牌，而忽視 了長遠的規(guī)劃和戰(zhàn)略。市場是瞬息萬變的，任何品牌都面臨著隨時被淘汰的危險。 ”產(chǎn)品的物理屬性、數(shù)量、價格、質(zhì)量、服務(wù)等很容易被競爭對手模仿，而品牌除了產(chǎn)品本身，還包含了附加在產(chǎn)品上的文化背景、情感、消費者認知等無形的東西，使企業(yè)永遠立于市場競爭的不敗之地。產(chǎn)品的競爭力表現(xiàn)為品牌的競爭，而品牌競爭所依仗的則是產(chǎn)品的內(nèi)在質(zhì)量。企業(yè)要敢在新技術(shù)革命的挑戰(zhàn)中創(chuàng)造自己的品牌，提高產(chǎn)品的市場競爭能力，就必須在技術(shù)改造上下功夫。一個成功品牌 形象的塑造絕不僅僅是品牌自身的事情，涉及到企業(yè)經(jīng)營管理的所有重大戰(zhàn)略決策，這些重大戰(zhàn)略決策都要自覺地圍繞品牌來進行，來展開。 21 世紀的世界已進入品牌國際化的競爭時代，品牌已成為一種新的國際語言進入到千家萬戶。同時要加大品牌國際競爭的戰(zhàn)略 研究和策劃，從企業(yè)的組織結(jié)構(gòu)、管理效率、營銷策略等方面，全方位提高品牌的國際競爭力。 Brand Strategy Research Resource： Kapferer, J. H Strategic Brand Management[J]. Kogan Page， London. Economic globalization, how to adapt to international trends, establish a strong brand and enhance our petitiveness, have bee pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy, based on the content of brand strategy and its functional significance, to discuss the brand strategy in enterprise marketing role. Enterprise needs to use a variety of means of petition to increase brand awareness, improve brand positioning, and create a good brand image. First, Japanese brands across the board defeat November 22, 2020 morning, NEC announced that it would withdraw from 2G and mobile phone market, which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago, I think the biggest difference is that Japanese panies in China have been lopsided prosperity. The Japanese mobile phone in retreat, and even went to China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decisionmaking difficult, the reaction was slow, inpatible with the reality of the Chinese market, it is difficult to adapt to the rapidly changing Chinese market。s brand, not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. Here a typical case, the last century 80s to early 90s, he worked in air conditioning sector hit wonders of the Warburg in 1998, was acquired Kelon, the subsequent decline in brand image is repeated. Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support Since the 80s of last century reform and opening up, China39。s petitiveness has improved significantly, but with Europe and the United States, Japan and other countries pared to, brand awareness is still insufficient。 smallscale production and management, brand development lack of overall planning。s petition, the overwhelming majority of the modern world famous multinational panies, with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp weapon, is an important means to achieve capital expansion. Rome was not built in a day cold. Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the longterm planning and strategy. (2) Brand strategy is a systematic The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important ponent of petitive strategy. The implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quite a few brand planner in