摘  要

随着全球经济的一体化进程，无论是内销或者是外销，企业都要面临着强大的竞争压力。要想与那些跨国企业的品牌向竞争，企业则必须要建设与发展自己的品牌，通过建立适合自身企业的品牌策略，构筑强大的品牌竞争优势，才能与那些国际知名品牌一教高下。首先要抵抗住跨国企业对于企业的冲击和打压，然后积蓄力量，出击国际市场，坚持“走出去”战略，企业才能得到更加广阔的发展空间。

本文通过对企业品牌意识的研究，分析企业品牌意识现状，着重分析在实施品牌意识中存在的主要问题，制定实施品牌意识的原则，最后提出解决企业品牌意识问题的措施。明确品牌在市场竞争中的重要地位，企业的品牌存在的问题，品牌建设中存在的相关问题，如何进行品牌定位，如何进行品牌形象的建设以及进行品牌文化的建设，提出相对应的对策措施，解决品牌问题。

关键词：企业品牌；品牌意识；品牌策略；品牌营销

Abstract

With the integration of the global economy, both domestic and export, enterprises are facing strong competitive pressure. In order to compete with the brands of those multinational enterprises, enterprises must build and develop their own brands, through the establishment of brand strategies suitable for their own enterprises, to build a strong brand competitive advantage, In order to teach with those international well-known brands. First of all, we must resist the impact and pressure of multinational enterprises on enterprises, then accumulate strength, attack the international market, adhere to the “go out” strategy, enterprises can get a broader space for development.

Through the research of enterprise brand consciousness, this paper analyzes the present situation of enterprise brand consciousness, analyzes the main problems existing in the implementation of brand consciousness, formulates the principle of implementing brand consciousness, and finally puts forward the measures to solve the problem of enterprise brand consciousness. Make clear the important position of brand in market competition, the problems existing in enterprise brand, the related problems in brand construction, how to position brand, how to build brand image and brand culture, Put forward the corresponding countermeasures to solve the brand problem.

Keywords: enterprise brand; brand awareness; brand strategy; brand marketing

目  录

摘  要 I

Abstract II

一、品牌营销的相关理论 1

二、我国企业的品牌营销现状 3

（一）品牌意识不强 3

（二）品牌定位不明确 4

（三）品牌营销策划管理人员的缺失 5

（四）缺乏品牌文化 5

（五）品牌营销受制于企业规模 6

三、我国企业实施品牌营销原则 7

（一）品牌定位要清晰 7

（二）切忌品牌形象的朝令夕改 7

（三）品牌塑造要诚信 8

（四）以品牌建设为中心 8

四、解决我国企业品牌营销问题的措施 10

（一）科学的进行品牌定位 10

（二）建立专门的品牌管理体制 11

（三）培育品牌文化 12

（四）提升品牌影响力 14

五、实证分析 15

六、结束语 17

参考文献 18