现代社会里,品牌是一种巨大的无形资产。而现代企业的营销,从某种程度上说就是打造品牌的过程。中国加入WTO以后,各行业都面对新的挑战,在不断融入国际市场的过程中,产品的竞争越来越多地表现为品牌的竞争。“塑造品牌”、“品牌化经营”、“品牌战略”是近几年企业界最流行的 In modern society, the brand is a huge intangible asset. The marketing of modern enterprises, to some extent, is the process of building a brand. After China’s accession to the WTO, all industries are facing new challenges. In the process of continuous integration into the international market, product competition is more and more manifested in brand competition. “Shaping the brand,” “brand management,” “brand strategy” is the most popular business in recent years