摘要:在当今时代,品牌作为一种无形资产,在国际市场竞争中的巨大价值不言而喻。因此,企业要想在激烈的市场竞争中拥有一席之地,不仅需要有强烈的创品牌意识,而且也需要有强烈的品牌经营意识。在激烈的市场竞争中,企业要想立于不败之地就必须加强品牌管理,以树立企业的核心竞争力。本文探讨了国内企业品牌经营的重要性和及如何树立国有品牌及提升企业核心竞争力的有效品牌战略,同时指出只有科学的进行品牌化经营才能树立企业良好的形象。

关键词：品牌战略，战略分析，创新，国外借鉴

Abstract:In this day and age, the brand as a kind of intangible assets in their competition in the global market in tremendous value is self-evident. Therefore, they must want to the fierce competition in the market, not only have a place to have a strong brand awareness, but also need to have strong brand consciousness. In the fierce competition in the market, the enterprises should want to stand in an invincible position on brand management must be strengthened in order to establish their core competitiveness. This article explores the importance of domestic enterprises and brand management and how to establish a state-owned brand and enhance the core competitiveness of enterprises, and at the same time pointed out that only an effective brand strategy for a brand of science in business enterprises can establish a good image.

Key Words：Brand Strategy，Strategic Analysis，Innovation，Foreign experience

　　　一个有效地品牌经营战略对于国有企业的品牌发展是有着非常重要的作用及必要的。许多的国有企业就是缺乏品牌意识及规划，才造成企业的品牌没有竞争力，使许多消费者只知产品而不知道品牌，造成企业经营失败。因此国有企业品牌需要十分的重视品牌的经营，树立品牌经营意识，进行科学的品牌设计，选准正确的市场定位，营造良好的开发环境，注重创新等，方能使品牌深入人心，才能有助于国有企业品牌在国际市场占有一定地位，得到充分发展。