目 录
名牌战略的意义·······································1
(一)名牌的含义········································1
(二）名牌战略在企业中的意义···························1 （三）名牌战略在企业发展中的重要性····················2
1、名牌战略可以树立良好的企业形象···············2
2、名牌战略可以促进产品销售·····················2
3、名牌战略可以提高员工向心力···················3
4、名牌战略有助于提高经济效益···················3
5、名牌战略是区域经济发展的龙头·················3
名牌战略的合理规划···································4 （一）选择目标市场·····································4
（二）设计具有特质产品，及其定位··············4 1、高价位战略···································5
2、中价位战略···································5
3、低价位战略···································5
（三）制定最佳宣传方案·································6
（四）确定销售方案····································6
1、分销·········································6
2、促销·········································7
(五)提供全套优质完善的服务···························7
三、如何有效持续的发展名牌战略···························8
（一）企业领导应树立正确的现代名牌战略意识···········8
（二）重视树立的名牌形象·····························8
（三）加强优化管理···································9
(四）懂得保护自己的名牌 ····························9
（五）不断强化自身名牌·······························9
1、企业领导应重视各种国际通行的质量体系认证·····10
2、把握好名牌升级的时机·························10
3、企业对品牌的延伸·····························10
名牌战略的实施······································11 （一）名牌实施的方针····························11 （二）名牌实施的原则································11
1、重点抓优势企业和优质产品··················12
2、要优先抓高新技术和高技术含量产品 ·········12
3、要把产品上水平与生产上规模结合起来········12
4、要起点高、目标大··························13
5、要着力抓好企业建设························13
6、要一切从实际出发··························14
参考文献·················································15
内 容 摘 要
实施名牌战略，对于保护和发展我们的民族工业，发展民族经济有着极其重要的作用，它已成为我国发展国民经济的战略决策和重大举措。尤其是在我国加入WTO后，国门全面打开、国内市场与世界市场连成一体的新形势下，实施名牌战略的意义就更加深远、更加迫切。名牌战略是企业利用知名品牌来推进产品销售的一种手段。也是企业追求长期利益，占领目标市场的有效手段。在新的环境下企业必须深刻理解名牌的意义及其作用，正确的制定和实施名牌战略，争取在激烈的市场中立于不败之地，因此探讨名牌战略及其构成便具有了重大的现实意义。
在经济飞速发展的时代，实施名牌战略的企业更应正确理解名牌战略的意义和正确有效的实施名牌战略，有计划有步骤地循序推进。从而使自己的名牌得以推广，产生强大的效益。
关键词：名牌 名牌战略 重要意义 创造构建 实施
