CAJ | 학술논문

在以竞争求生存的市场经济条件下，谁拥有了名牌，谁就掌握了市场竞争的主动权，就能立于不败之地。当今的市场竞争，往往就是牌子的直接竞争。中国企业实施名牌战略、提升核心竞争力已成当务之急。企业实施名牌战略主要包括创造名牌、宣传名牌、保护名牌、发展名牌四个环节，必须采取相应的措施才能在品牌竞争中取胜。
재이경쟁구생존적시장경제조건하，수옹유료명패，수취장악료시장경쟁적주동권，취능립우불패지지。당금적시장경쟁，왕왕취시패자적직접경쟁。중국기업실시명패전략、제승핵심경쟁력이성당무지급。기업실시명패전략주요포괄창조명패、선전명패、보호명패、발전명패사개배절，필수채취상응적조시재능재품패경쟁중취성。
In the condition of the market economy, whoever has possessed famous brand, who will grasp the active right of market competi- tion and can be in an impregnable position. The market competition tends to be the direct competition of brands at present. The famous brands of the developed countries have already entered Chinese market turbulently and even have taken possession of half market. It has be- come urgent matter that Chinese enterprises implement the strategy of famous brand and promote the key competition ability, which mainly includes creating, propagating, protecting and developing famous brands. The article has made countermeasure suggestions for the four links.