名牌战略

一、名牌战略的意义

1.1 名牌战略可以树立良好的企业形象···························3

1.2 名牌战略可以促进产品销售·································3

1.3 名牌战略可以提高员工向心力·······························4

1.4 名牌战略有助于提高经济效益·······························4

1.5 名牌战略是区域经济发展的龙头·····························4

二、企业名牌战略的构成

2.1 企业创立名牌的核心战略···································5

2.2 企业创立名牌的辅助战略···································8

2.3 企业名牌的维护战略·······································9

三、企业名牌战略的实施

3.1 树立正确的名牌观念维护战略三者之间的关系·················9

3.2 企业的全体员工应增强名牌战略意识·························9

3.3 企业对品牌的延伸要持谨慎态度·····························10

内 容 摘 要

品牌是企业和产品的象征和代表，品牌在企业的营销活动中发挥着重要作用。探讨名牌战略的构成具有重大的现实意义。核心战略，辅助战略、维护战略是名牌战略中不可或缺的三个组成部分。实施名牌战略的企业应正确理解名牌战略的意义和处理三者之间的关系，并需依照三者的关系，有计划有步骤地循序推进。对品牌的利用要树立战略思想观念，从企业长远发展的高度审视品牌延伸决策。

关键词：名牌；名牌战略；意义；核心战略；辅助战略；维护战略；实施；意识。