在变化莫测的E时代,伴随着消费者强调自我和个性需求的追求,市场日益转向多样化、个性化、细分化和复杂化,企业间的竞争也由规模实力竞争、质量竞争、技术竞争逐步转向销售手段竞争、服务竞争、品牌竞争,中国的消费市场已逐步从“商品消费”进入“品牌消费”。在“品牌消费”时代,企业能否培育出自有品牌,并塑造成知名品牌,将决定一个企业在市场上的竞争力,加强品牌规划管理与运营已成为时代的要求,成为企业现代化和成熟程度的重要标志。 In the unpredictable era of E, with the pursuit of consumers' emphasis on the needs of self and individuality, the market is increasingly diversified, individualized, subdivided and complicated. Competition among enterprises is also dominated by scale competition, quality competition, technology Competition gradually shifted to means of competition in sales, competition in services and brand competition. The consumer market in China has gradually entered the “brand consumption” from “consumption of goods”. In the era of “brand consumption”, whether enterprises can breed their own brands and mold them into well-known brands will determine the competitiveness of an enterprise in the market. Strengthening the management and operation of brand planning has become a requirement of the times and has become the enterprise's modernization and maturity The important symbol.