【摘要】 在激烈的市场竞争中和消费需求不断变化的市场条件下,企业品牌战略对一个企业的生存和发展具有举足轻重的作用。在阐述品牌战略的概念与内涵的基础上,论述了品牌战略在企业营销中的重要作用和品牌名称设计的原则,最后提出企业营销中的三种品牌战略,并分析了它们的特点与适用条件。更多还原

【Abstract】 At the present time, the intensification of market competition with constant changes in the consumption and demands of the market brand strategy plays a vital role in the survival and development of an enterprise. This paper discusses the functions of brand strategy in enterprise marketing and the principles of brand naming and design on the basis of the elaboration of the conception and connotation of brand strategy. Finally, it puts forward three brand strategies in enterprise marketing, and analyzes their features and adaptable conditions respectively.更多还原