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随着中国经济的不断发展,民营企业在国民经济中所占的地位越来越重要,中国经济中各行各业均已出现民营企业的身影,并且新兴行业民营企业如雨后春笋般涌现。2015年底,民营企业数量占国民企业的数量已达到80%以上,但在人们的消费观念中,民营企业的品牌效应还抵不上国企或央企。现我国居民的收入和消费水平得到了很大提高,人们对品牌的需求度也越来越高。市场己进入了品牌竞争时代,品牌竞争力是企业的可控因素,民营企业自主品牌的竞争力缺乏已成为制约我国产业结构优化升级及国际竞争力提高的重要因素。本文探讨了民营企业品牌战略的发展需要及具体实施措施。
With the constant development of China’s economy, the status of private-owned enterprises in the national economy is becoming more and more important. The private-owned enterprises have emerged in all walks of life in the Chinese economy, and emerging private-sector enterprises have sprung up. By the end of 2015, the number of private-owned enterprises accounted for more than 80% of the total number of state-owned enterprises. However, among the people’s consumption concepts, the brand effect of private-owned enterprises still falls short of that of state-owned enterprises or state-owned enterprises. Now our residents’ income and consumption levels have been greatly improved, people’s demand for the brand is also getting higher and higher. The market has entered the era of brand competition. Brand competitiveness is a controllable factor for enterprises. The lack of competitiveness of private-owned brands has become an important factor that restricts the optimization and upgrading of China’s industrial structure and international competitiveness. This article explores the development needs and specific implementation measures of private-owned brand strategy.