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在21世纪的今天,品牌战略是企业参与市场竞争强有力的武器。因此,企业需要着重进行品牌创新活动,打造属于自己的特色知名品牌,塑造良好的品牌形象,提高自身品牌价值,增强企业竞争力。本文从创新主体、创新要素、创新机制、创新环境四个方面大致勾勒出创新驱动下的企业品牌战略框架。最后采用理论联系实际的方法阐述了创新驱动下的具体的企业品牌策略。
In the 21st century, brand strategy is a powerful weapon for enterprises to participate in market competition. Therefore, companies need to focus on brand innovation activities, to create their own well-known brands, create a good brand image, improve their brand value and enhance their competitiveness. This article roughly outline the brand strategy framework driven by innovation from the four aspects of innovation subject, innovation elements, innovation mechanism and innovation environment. In the end, the specific corporate brand strategy driven by innovation is expounded by the method of combining theory with practice.