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随着市场经济的逐步发展和各种国际贸易协定的要求,国内也开始重视品牌问题,企业的品牌意识也日益俱增。在进行品牌化发展和建设的过程中,持续推进品牌营销战略一方面是企业发展和市场竞争的需要,另一方面也是提升消费者选择空间和选择余地的一个重要表现。本文以企业营销过程中的企业品牌营销为研究对象,这二者相辅相成协调发展,是提升企业核心竞争力的重要组成部分。加强企业的品牌营销一方面要从宏观角度的政策出发,为企业出谋划策或者是利用政策进行规范,另一方面则是具体化细微化的为企业提出营销步骤和环节,推动营销活动的具体开展落实。
With the gradual development of the market economy and the requirements of various international trade agreements, the domestic enterprises have also begun to attach importance to the brand issue and their brand awareness has also been increasing. In the process of brand development and construction, continuing to promote brand marketing strategy is not only the demand of enterprise development and market competition, but also an important manifestation of enhancing consumer choice and choice. In this paper, corporate marketing in the process of corporate brand marketing as the research object, the two complement each other coordinated development is to enhance the core competitiveness of enterprises an important part. On the one hand, to strengthen corporate brand marketing from a macro point of policy, advice or advice for the enterprise to use policies to regulate, on the other hand is the specific miniaturization of the marketing steps and links for enterprises to promote the specific implementation of marketing activities .