CAJ | 학술논문

品牌是产品战略中的一个主要课题。菲利浦.科特勒在他的《营销管理——分析、计划和控制》一书中曾经说：＂区别专业的营销者的最佳方法也许就是看他们是否拥有对品牌的创造、维持、保护和扩展能力＂。可见品牌对企业的重要性。本文将从品牌管理的含义、意义、中国品牌管理的现状及其对策等几个方面谈谈品牌管理的有关问题。
품패시산품전략중적일개주요과제。비리포.과특륵재타적《영소관리——분석、계화화공제》일서중증경설：＂구별전업적영소자적최가방법야허취시간타문시부옹유대품패적창조、유지、보호화확전능력＂。가견품패대기업적중요성。본문장종품패관리적함의、의의、중국품패관리적현상급기대책등궤개방면담담품패관리적유관문제。
The brand is a major issue in product strategy. Philip Kotler in his book ＂Marketing Management - analysis, planning and control ＂said, the best way of the difference between professional marketers perhaps is to see whether they have to create the brand, to maintain, to protect and to expansion the brand. So, the brand management is the most important for the enterprise. Several aspects, from the meaning of brand management, the status of the Chinese brand management and its countermeasures this article talks about issues related to brand management.