XX公司品牌营销策略分析
摘要:
现在业内外对品牌的定义可谓林林总总，没有形成共识，其各自有着不同的侧重点，也有着各自的优缺点；把传统及现今业界对品牌的定义进行了一番梳理和分析，笔者把品牌作如下定义：品牌是在营销或传播过程中形成的，用以将产品与消费者等关系利益团体联系起来，并带来新价值的一种媒介。“战略”一词，原来是军事方面的术语，指的是将帅的智谋、筹划以及军事力量的运用。我国古代著名军事著作《孙子兵法》既是一本有关战略战术思想的集大成之作。普鲁士军事理论家塞维茨认为，战略是为了达到战争的目的而对战斗的运用，这一定义后被广泛采纳。20世纪60年代，美国管理学家H.I.安索夫就将战略运用于企业管理中，针对日益复杂的企业进行统筹规划和协调指导。随后，经济生活的频繁导致市场竞争空前激烈，许多企业家纷纷从兵书上寻求治理方略，一股战略潮迅速在全世界范围内蔓延开来。
关键词：品牌；品牌概念；品牌战略
Abstract:
Brand, 20 occurred in China since the 1990s the frequency of one of the highest terms, the phenomenon is one of our top concern. In the "hot brand" tide, government agencies at all levels have set up strategic brand promotion
agencies, and enterprises of all types to create "Chinese famous brand" and "Chinese brand name," but what is the brand?1950s, the United States David. Aogewei first proposed brand concept; In China until the 1990s was the emergence of this concept. Now, the definition of brand is different, there is no consensus, their different emphases, and have their own advantages and disadvantages;The traditional and modern industries to the definition of a brand screen and analyze, and the author of brand as follows : brand marketing or dissemination in the course of formation for the products and consumer interest groups and other relations link, and bring new value of a vehicle."strategy", the original military terminology, is commanding the resourcefulness, planning and the use of military force. My famous ancient military book "Sun Tzu" is a combination of the strategic and tactical thinking for.German military theorist ad that strategy in order to achieve the purpose of fighting the war on the use of this definition was widely accepted. During the 1960's, American scientists H management. Ansuofu strategy will be applied to the management of enterprises, enterprises with increasingly complex integrated planning and coordination guidance. Subsequently, the economic life of the unprecedented fierce
market competition led to frequent, and many entrepreneurs have to seek treatment from a book on the art of war strategy, a strategy of rapid flows in the world-wide spread.
Keyword : brand; Brand concept; Brand strategy
在广泛流传的营销神话中，品牌是由美国西部的庄园主和畜牧业者最早开始使用的。当时的美国西部还处于蛮荒阶段，庄园主和畜牧业者在自己的牲畜上印上一些标记，以表明自己的所有权，警告他人：“不要动，它是我的。”但到了现在，品牌作为一种营销工作，其使用目的已完全不同，它表示“请接受，这是为您准备的。”但是，品牌最基本的含义，并没有随其目标的改变而变动。不管是过去的庄园主还是现在的消费品制造商，品牌最基本的含义是：声明一种特殊的权益或资产。区别在于：过去的品牌在主张所有权时只是采取一种单纯的防御性方式，只是为了使敌人难以偷走庄园主的东西；而现在的品牌则既具有防御性又具有进攻性，防御性是指一个稳固的品牌可以制止竞争对手试图抢占品牌所有者的市场；进攻性的是指一个稳固的品牌可以积极地沟通各种层次上的潜在顾客中，为他们提供各种各样充足的理由来购买其产品。由此，“品牌”这个词的确切含义也变得更广更复杂了。
一、企业品牌与品牌战略
1、品牌的含义
品牌是生产者、经营者为了标识其产品，以区别于竞争对手，
