市场竞争是市场经济的必然,而品牌是企业参与市场竞争的有力武器,因为品牌涵盖了其所代表的产品及企业的综合信息,在产品销售和企业扩张上极具竞争力。改革开放以来,跨国公司纷纷登陆中国市场,跨国公司十分重视自己品牌在合资企业中的地位与利益,甚至不惜花重金购买、封杀中国企业的品牌,以利推出他们自己的品牌。但是,我国企业对品牌的认识还不够深入,对如何傲活、做大品牌还存在许多茫然。由经济科学出版社出版、中国 Market competition is inevitable for a market economy. Brand is a powerful weapon for enterprises to participate in market competition because the brand covers comprehensive information about the products and businesses they represent and is highly competitive in product sales and business expansion. Since the reform and opening up, multinational corporations have landed in the Chinese market one after another. Multinational corporations attach great importance to the status and interests of their brands in the joint ventures. They even spend heavily to buy and block Chinese enterprises' brands in order to launch their own brands. However, our understanding of the brand business is not deep enough, there is still a lot of loss on how to arrogant, bigger brand. Published by Economic Science Press, China