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品牌是企业外部形象与企业内在文化的载体,是企业的核心竞争力,品牌管理已成为企业获取强大竞争优势的关键,我国中小企业普遍存在着品牌认知不足,品牌管理经验匮乏,品牌形象混乱等问题,从根本上制约了企业的发展壮大。本文主要从品牌战略对企业发展的意义及我国中小企业发展困境出发,分析当前环境下企业发展自主品牌、实施品牌战略的机遇,并提出提高品牌意识,搞好品牌定位,塑造良好品牌形象等应对性建议。
Brand is the carrier of corporate external image and enterprise internal culture, which is the core competitiveness of enterprises. Brand management has become the key for enterprises to obtain strong competitive advantage. SMEs in our country are generally lack of brand awareness, lack of brand management experience and brand image chaos And other issues, fundamentally restricted the development and growth of enterprises. Based on the significance of brand strategy to the development of the enterprise and the predicament of the development of the SMEs in our country, this paper analyzes the opportunities for the enterprises to develop their own brand and implement the brand strategy in the current environment, and puts forward some countermeasures such as improving brand awareness, improving brand positioning and shaping good brand image Sexual advice.