论企业名牌战略

名牌战略是企业参与现代市场竞争的一项重要战略。名牌产品是在市场竞争的环境中,由消费者公认的,品质卓越,具有超群的市场表现的产品。名牌战略是指以名牌的创立与维护为中心,以赢得企业竞争力和高额利润为目标,在企业产品的开发、生产、销售、经营全过程中围绕创立名牌产品,发挥名牌效应而做出的规划、谋划及策略。实施名牌战略必须注意开发卓越的产品本体,研究和实行以“名”为中心的营销策略,重视研究和实施名牌商标的保护与使用策略。

On Name Brand Strategy of Enterprises

The brand strategy is an important approach by which an enterprise participates in modern market competition. A name brand product is one that is high extraordinary in quality, universally recognized by consumers and perfect in performance of the market. The brand strategy is a plan or a maneuver which is plotted by an enterprise centering around establishing and defending the name brand products to exert their brand effect, with achieving competitiveness and high profits, in the whole course of research and development, sales and operation of the products. To execute the brand strategy must be focused on developing the excellent product itself, studying and carrying out marketing strategy concerned with "reputation" and tactics of the protection and application of the famous brands.