1企业品牌战略与价值创造——以海尔集团为例摘要品牌是企业发展的核心竞争力，是企业在激烈的市场竞争中获有一席之地、脱颖而出的关键，更是其强大的重要保证。拥有自主品牌，方能成就霸业，方能赢得其他竞争者的尊重。因而，本文以海尔集团为例，重点探讨了海尔集团当前实施品牌战略实施的现状，并深入研究品牌对于一个企业在价值创造上的重要意义，进而从其成功的经验中得到启示，为我国其他企业的发展提供范例。关键词：品牌战略；价值创造；海尔集团AbstractBrand is the core competitiveness of enterprise development, and it is the key to the company's success in the fierce market competition. It is also a strong and important guarantee. With a self-owned brand, you can achieve the hegemony in order to win the respect of other competitors. Therefore, this article takes Haier Group as an example, focusing on the current status of Haier Group's implementation of brand strategy, and in-depth study of the significance of brand for a company's value creation, and then from its successful experience, for other China Examples of corporate development provide examples.Keywords: brand strategy; value creation; Haier Group2目 录摘要................................................................................................................................1Abstract..........................................................................................................................1一、绪论........................................................................................................................3（一）研究背景及意义.........................................................................................3（二）研究内容及方法.........................................................................................3二、企业品牌战略与价值创造的相关理论................................................................4（一）企业品牌战略概述...........................................................
