【導(dǎo)讀】從品牌戰(zhàn)略的內(nèi)涵與其功能意義入手,探討了品牌戰(zhàn)略在企業(yè)營(yíng)銷中的作用。牌形象,綜合運(yùn)用多種競(jìng)爭(zhēng)手段,是企業(yè)品牌營(yíng)銷的必然選擇。來(lái)開(kāi)拓市場(chǎng),吸引顧客,擴(kuò)大市場(chǎng)占有率,取得豐厚利潤(rùn)回報(bào),培養(yǎng)忠誠(chéng)品牌消費(fèi)者的一種戰(zhàn)略選擇。從品牌戰(zhàn)略的功能來(lái)看,一個(gè)品牌不僅僅是一個(gè)產(chǎn)品的標(biāo)志,更多的是產(chǎn)品的質(zhì)量、性能、滿足消費(fèi)者效用的可靠程度的綜合體現(xiàn)。的科學(xué)管理、市場(chǎng)信譽(yù)、追求完美的精神文化內(nèi)涵,決定和影響著產(chǎn)品市場(chǎng)結(jié)構(gòu)與服務(wù)定位。給予消費(fèi)者以物質(zhì)和精神的享受正是品牌戰(zhàn)略的基本功能所在。實(shí)踐證明,良好品牌。往往能給人以特別印象,在同等質(zhì)量下可以索取較高價(jià)格。有些公司擁有良好的品牌甚至還可以在不同國(guó)家逆。以支持,確保企業(yè)長(zhǎng)期發(fā)展。在品牌競(jìng)爭(zhēng)意識(shí)方面普遍不強(qiáng),因此吃了不少苦頭。牌的鞏固是以保護(hù)產(chǎn)品質(zhì)量和聲譽(yù)為觀念。與消費(fèi)者之間溝通困難,從而導(dǎo)致消費(fèi)者困惑和不滿,喪失了品牌競(jìng)爭(zhēng)力。力度,嚴(yán)重影響了品牌地位的提升。

　　

【正文】 the Pepsi is a kind of carbonated beverages, This brand extension of up to the food industry, and then extend out, and its value can not transfer. Brand is the petitiveness of the overall performance. Brand preference and brand loyalty is established brand to establish the premise that this is not an easy thing, It enterprises need a good market credibility and ethics as a guarantee, while maintaining the right of consumers AAU (consumer to the brand famous Awareness, Attitude attitude, the use of state Usage, the initials) tracking adjustment capability. Therefore, the establishment of customer information feedback system, continuing to collect changes in consumer preferences, customer brand. to provide consumers with personalized service, it bees a very necessary. Enterprise customers on the brand loyalty is a longterm cumulative result is not a short time. CocaCola brands establish a hundred years of history, the image of the Marlboro swept the globe for more than 40 years. Enterprises have benefited from the implementation of the longterm marketing strategy results. Consumer brands to the profound impression only after long line marketing activities, create a satisfactory and acceptable. Design brand follow the law, pay attention to brand image Brand design is an art. Not only in the eyes of consumers was impressed, but also stimulate consumer spending desires, in addition to product function, quality, packaging, Design is the key, trademark design is also very important. Usually, with beauty, culture and rich contents, simple catchy and easy to recite idea of fine craftsmanship, can transcend time and space and the lips of the brand most likely to be accepted by consumers. Brand designs often to show business purpose and core values, but its foothold most rooted in the corporate advantages, Consumer characteristics, peer paring 3D coordinates. If three M brand strengths lie in the machinery, power and management, and services to meet the needs of the pany office and factories manufacturing needs, In counterparts highlight is small but excellent personality and Digital technology leader39。s charisma. Indeed, brand design must conform to the changes in the market has been continuously enriched and innovation, which is brand petition to win the weapon. multibrand petition means Most of China39。s enterprises in the current stage of development, brand strength is weak, in the petition at a disadvantage, it is beyond doubt the fact that, but according to industry, markets and enterprise resource situation, situations, elimination of adverse effects can be regarded as the wise choice. First, with wellknown brands outside production panies, set up shell listed. If my production of leather jacket shipped to Italy for final processing. E 畢業(yè)論文 論文網(wǎng) xport of finished leather jacket when tagging Italy brand, will be high profits. When the time is ripe, we will introduce their own brand names. Second, the acquisition of foreign influence on the brand or pany to eliminate its local brand or pany threats. Such as perfume industry over the past decade has been wellreceived by the French of all brands, in order to eliminate them. strength of capital of panies or enterprises of the French cosmetics pany for the acquisition. Third, linked to the use of strategy. If market, CocaCola and Pepsi is a major beverage brands, has very good taste and image China39。s enterprises launched very cola to keep their products associated with foreign cola, in the eyes of consumers associate create impulse purchase and establish a good image. Fourth, to redefine brand image, to avoid petition between similar products conflict. If we can draw on Japan39。s largest cosmetics pany Keys to Shiseido39。s business model, emphasized that it is the skin care products in order to avoid the French cosmetics (perfume) of the siege. Fifth, the use of celebrities to brand as a guarantee and strengthen the brand publicity. Nike can refer to the United States pany employs Basketball star Michael Jordan wearing their movement in the European market and publicize the marketing mode. Sixth, the joint brand. Use two or more brands (such as Jianlibao and the Chinese women39。s volleyball team) effectively constituted collaboration Union, enhance their brand of social acceptance, the effect than going out alone was much better. Seventh, the importance of creative brand marketing, and aftersale services to achieve brand sensation and powerful impact. Barker black pill marketing creativity, Haier of the Group attached great importance to the aftersales service, are establishing successful examples of wellknown brands. 8th through diversification of operations, multibrand strategy. Foods such as top panies in the highine level of the target market Master Kang brand, in lowlevel target market Fumanlou more brand. Effectively meet the needs of different consumers, increasing the brand awareness. 9th, the fact publicity creating a momentum strategy. Guangdong Shedan Liquid manufacturers, to eliminate consumers of health products, distrust, Consumer products led to the production process and production methods entire tour, and invited the experts advice, Results excellent reputation and brand reputation is growing rapidly.