论我国企业品牌管理

论我国企业品牌管理
摘    要

在目前复杂多变的国际市场里，很多国外知名品牌企业已加速进入我国市场，相对而言，我国企业最主要的竞争优势是低廉的劳动力和资源,而不是品牌优势，因此我国被称为“制造大国，品牌小国”，所以我国企业的品牌竞争力需要不断增强，要改善这种不妙的状况，企业必须树立品牌管理的观念，企业的当务之急是走品牌化道路，正确、全面地实行品牌管理，通过有效的品牌管理来真正强大企业的实力，振兴我国经济。
本文简单介绍了品牌及品牌管理一些知识，详细讲解品牌管理的重要性，重点讲述和研究我国企业在品牌管理方面存在的问题，结合我国企业自身的特点，借鉴知名品牌的成功经验，参考其品牌管理模式，针对我国企业在品牌管理上存在的问题来提出一些建议和对策。

关键词  品牌；品牌管理；对策
Abstract

In the present complicated and diversified international market, many overseas well-known brand enterprises have accelerated to enter our market. Relatively speaking, the main competitive advantage of our enterprises is inexpensive labor force and resources, not the brand superiority ,therefore, our country is called “nation of mass production, but of small brand ”. Our country enterprise's brand competitiveness needs to strengthen unceasingly. In order to improve this kind of condition, the enterprise must set up the brand management idea, take the brand path and implement the brand management correctly and comprehensively to develop our national economy .
This article introduces simply the brand and the brand management , explains the importance of the brand management in details, narrates and studies with emphasis the question which exists in the brand management of our country’s enterprises, integrates our country’s enterprises’ own characteristic and takes the well-known brand successful experience, and its brand management as reference to put forward some proposals and the countermeasure to the question which exists in the brand management of our enterprise.

key words   Brand  Brand management  Countermeasure

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