目 录
一、品牌战略重要性··············································1
（一）选题的背景和意义········································1
（二）品牌的作用··············································2
二、我国品牌战略发展的现状······································6
（一）国内企业目前的状况······································6
（二）对国内企业目前实施品牌战略现状的分析·····················7
（三）我国当前企业品牌管理中存在的问题·························8
1、 对品牌的认识程度不够··································8
2、 缺乏强有力的质量、技术支持···························9
3 、盲目品牌延伸·········································9
4 、品牌缺乏核心价值·····································9
5 、品牌形象朝令夕改·····································10
（四）企业实施品牌战略存在的问题······························10
三、企业品牌战略的对策········································11
(一)树立强烈的品牌经营和战略观念 ···························12
(二)选准市场定位，确定战略品牌·······························12
（三） 运用资本经营，加快开发速度·····························12
（四）利用信息网实施组合经营 ·······························13
（五） 实行规模化、集约化、标准化经营管理····················13
（六） 营造良好的企业文化氛围和开发环境······················14
（七）实施品牌战略离不开高效、优秀的团队支持·················14
四、 结 论······················································14
参考文献·······················································16
内 容 摘 要
摘要：从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。在分析我国企业营销品牌战略发展状况的基础上，认为，提高品牌意识，搞好品牌定位，塑造良好品牌形象，综合运用多种竞争手段，是企业品牌营销的必然选择。
