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二十一世纪是一个充满竞争的时代,其中品牌竞争更是企业之间相互竞争的关键。一个企业是否拥有较多的自主品牌,关系着企业的兴衰成败和在国际竞争中的地位。因此,各国都在积极的推进自主品牌的发展建设。本文在对自主品牌进行科学界定的基础上,论述了发展自主品牌的必要性和重大意义,并针对我国在自主品牌的建设中存在的问题提出了一系列可供参考的战略对策。
The 21st century is an era full of competition. Among them, brand competition is the key to mutual competition between companies. Whether a company owns more independent brands is related to the success or failure of the enterprise and its position in international competition. Therefore, all countries are actively promoting the development of their own brands. Based on the scientific definition of independent brands, this paper discusses the necessity and significance of developing independent brands, and proposes a series of strategic strategies for the problems existing in the construction of independent brands in China.