随着国内经济的迅猛发展,许多优秀的民族企业已初具规模。在企业发展初期,一般都是单一产品,要再上一级台阶,除了提高现有产品的销量和市场占有率之外,更需要增加产品品种来实现企业的扩张。随之而来的便是品牌战略选择上的难题。因为在原先单一产品的格局下,企业名、品牌名、产品名三位一体,广告公关活动都是围绕提升同一个品牌名的知名度和美誉度而 With the rapid development of the domestic economy, many outstanding ethnic enterprises have begun to take shape. In the early stage of business development, they are generally single-products. To achieve a higher level, in addition to increasing sales and market share of existing products, it is necessary to increase product variety to achieve business expansion. What follows is the difficulty of brand strategy choice. Because in the context of the original single product, the corporate name, brand name, and product name are all in one, and the advertising public relations activities are centered on raising the popularity and reputation of the same brand name.