一、导言内蒙古鹿王羊绒（集团）公司（下称‘鹿王集团’）８５年创业以来，把品牌战略视为企业的整体战略，通过品牌战略的成功实施，提高企业竞争力，又以较强的竞争力，推动品牌战略的实施。仅仅１５年，鹿王品牌就成为享誉国内外市场的著名品牌，具备了较强的盈利竞争能力 I. INTRODUCTION Inner Mongolia Deer Cashmere Group Co., Ltd. (hereinafter referred to as 'Deer Wang Group') since its establishment in 1985, has regarded the brand strategy as the overall strategy of the enterprise. Through the successful implementation of the brand strategy, it improves the competitiveness of the enterprise, Strong competitiveness, promote the implementation of brand strategy. In just 15 years, the deer king brand has become well-known domestic and foreign markets famous brand, with a strong profitability