一、引言 随着市场经济的发展,企业面临着国内国际市场的激烈竞争,特别是目前国外名牌产品强烈冲击国内市场,正威胁着我国民族工业的发展。 面对严峻的挑战,各地、各企业纷纷把争创名牌、追求名牌效应作为自己跻身市场经济大舞台的战略方向。自1992年中国成立驰名商标保护组织以来,名牌热席卷中国大地,名牌事业从名牌意识、理论探索、法制建设、战略规划和实施运作等各方面逐步推进。然而,名牌产品乃至名牌企业的创立、维护与发展是一项系统工程,名牌战略的实施必须以科技进步为基础、管理强化与创新为核心。从目前企业具体操作来看,虽然名牌意识有所增强,但还存在着许多问题,尤其是忽视了企业管理这个核心,使得“向管理要效益”成为空话,大大阻碍了我国名牌事业的发展、名牌产品的诞生和名牌企业的创建。本文针对这种现象提出:实施名牌战略,必须加强企业管理。 I. Introduction With the development of the market economy, companies are facing fierce competition in the domestic and international markets. In particular, foreign brand-name products have a strong impact on the domestic market and are threatening the development of our national industry. In the face of severe challenges, all localities and companies have regarded the creation of brand names and the pursuit of brand-name effects as their strategic direction in the market economy. Since the establishment of a well-known trademark protection organization in China in 1992, brand-name fever has spread across China, and the brand-name business has gradually advanced from various aspects such as brand awareness, theoretical exploration, legal construction, strategic planning, and implementation operations. However, the establishment, maintenance and development of brand-name products and even brand-name companies is a systematic project. The implementation of the brand-name strategy must be based on scientific and technological advancement, management enhancement and innovation as the core. Judging from the current specific operations of the enterprises, although brand awareness has been enhanced, there are still many problems, especially the neglect of the core of enterprise management, which makes “managing benefits to management” become empty words, which has greatly hindered the development of China’s brand-name business. The birth of brand-name products and the creation of brand-name companies. This paper proposes to address this phenomenon: To implement a brand strategy, it is necessary to strengthen corporate management.