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在我国流通产业自主创新品牌发展的过程中,普遍存在知名品牌少、品牌内涵不足、品牌管理落后以及政府扶持力度不大等问题。为了提高我国流通企业自主创新品牌的档次,流通企业应从五个方面入手:一是创新经营理念,树立大品牌思维;二是挖掘品牌内涵,发挥自主品牌价值;三是推进无形服务有形化建设,提升服务品牌档次;四是实施品牌战略,加强自主品牌建设;五是加强企业内部管理,发挥员工在自主创新品牌培育提档中的作用。
In the process of the development of China’s independent innovation brand of circulation industry, there are many problems such as few well-known brands, insufficient brand connotation, backward brand management and little government support. In order to improve the level of China’s independent innovation brand of circulation enterprises, circulation enterprises should start from five aspects: First, innovative business ideas, establish a big brand thinking; second is to tap the brand content, give play to their own brand value; third is to promote the tangible construction of intangible services, Enhance the brand of service brand; fourth, implement the brand strategy and strengthen the building of independent brands; and fifth, strengthen the internal management of enterprises and give full play to their role in cultivating and upgrading independent brands.