论品牌战略在我国企业发展中的作用内 容 摘 要改革开放四十多年来，我国企业如雨后春笋般不断发展壮大，推动了国民经济的发展。由于企业数量的不断增加，品牌的树立便在企业发展中充当了一个重要的角色。本文通过运用文献研究法与案例分析法，查阅了相关文献，以体育品牌企业为例，分析重视运行品牌战略和不重视运行品牌战略的不同效果，引起我国企业对有效运行品牌战略的高度重视，使其了解在运行品牌战略过程中可能会遇到的问题以及解决方法，并提出可供借鉴的成功运行品牌战略的建议，从而归纳出品牌战略在我国企业发展中起着重要作用的结论。可以说，品牌战略对于一间成功的企业而言是不可或缺的，能否树立起一个属于自己的品牌将影响该企业的竞争力与发展空间。关键词：品牌战略；企业；创新IResearch on the Role of Brand Strategy in the Development of Chinese EnterprisesAbstractIn the past more than 40 years of reform and opening up, Chinese enterprises have sprung up and grown like mushrooms, driving the development of the national economy. As the number of enterprises continues to increase, the establishment of brands has played an important role in the development of enterprises. By using the method of literature research and case analysis, the relevant literature was checked, and sports brand enterprises were taken as examples. This paper analyzes the different effects of paying attention to running brand strategy and not paying attention to running brand strategy, drawing great attention of Chinese enterprises to effectively run the brand strategy, so that they can understand that they may encounter problems in the process of running brand strategy and know the solutions, and suggestions for successful operation of the brand strategy are put forward. The paper concludes that the brand strategy plays an important role in the development of Chinese enterprises. Brand strategy is indispensable for a successful enterprise. Whether an en...
