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Question

在市场全球化，产品质量日益趋同的今天，品牌已经成为企业赖以生存和发展的钥匙。而在我国，占企业总数90%以上的中小企业由于产品缺少知名度，在激烈的市场竞争中往往处于劣势。随着我国经济体制的改革，市场经济得到发展，社会经济文化日益进步，经济运作方式也发生了质的变化。与之相适应，企业必须依照内外部经营环境发生的深刻变化，重新调整企业经营的指导思想、经营战略。商业企业在运用各种经营战略从事经营管理与市场营销中，也逐渐形成了一种新的经营指导思想，即品牌战略。本文从品牌战略的重要性出发，分析了中小企业实施品牌战略中存在的主要问题及其原因，针对某民营企业的分析研究，从而找出对策及解决方法，突出技术创新在品牌战略中的作用。

Answer 1

In the market globalization, the product quality hastened day by day with today, the brand already becomes the enterprise and the development key. But in our country, occupies total number of enterprises 90% above mid- and small-scale enterprise because the product lacks well-knownness, often is in the inferiority in the intense market competition. Along with our country economic system reform, the market economy obtains the development, the social economy culture progresses day by day, the economical operation way has also had the archery target change. Adapts with it, the enterprise must the profound change which occurs according to in exterior management environment, readjusts guiding ideology, management strategy which the enterprise manages. The commercial department in utilizes each kind of management strategy to be engaged in the management management and the market marketing, also gradually has formed one kind of new management guiding ideology, namely brand strategy. This article embarked from the brand strategy importance, analyzes mid- and small-scale enterprise to implement the main question and its the reason which in the brand strategy existed, in view of some privately operated enterprise's analysis research, thus discovered the countermeasure and the solution, prominent technical innovation in brand strategy function.