基于我国品牌价值的企业战略管理研究

随着新世纪的到来,我国企业面临的环境发生了翻天覆地的变化。面对日益复杂、动荡的环境,我国品牌企业只有实施基于核心能力的战略管理新模式,建立和培育核心能力的品牌价值,实现以市场需求为导向的、核心能力为基础的发展战略,才能获得持续竞争优势。品牌企业正确的战略管理思路应是制定以品牌价值为基础的企业战略,通过分析我国品牌企业制定战略中存在的问题,提出了制定品牌企业战略的具体对策,从而使品牌企业在激烈的国际竞争中运筹帷幄、稳操胜券。

Research of the Strategic Management Based on the Brand Value of the Enterprises in China

In the 21st century, the environment of China's enterprises has changed a lot. In the face of the complicated, turbulent environment, competitive enterprises of China can obtain the sustainable advantage of competition only by realizing their strategy aim guided by the market and based on the core ability, and setting up and fostering their own brand value, and actualizing the new mode of strategic management based on the core ability. The correct strategic management idea of a competitive enterprise should be working out an enterprise strategy based on brand value, and putting forward concrete measures in response to the existing problems in the strategies of China's competitive enterprises. Only in this way can an enterprise be sure of success in the competition worldwide.