我国企业已进入品牌竞争的时代。品牌运作较之于产品经营具有高层次性、垄断性、高回报率 ,品牌对资本具有“属性标示”作用 ,因目标市场的不同 ,品牌经营在内涵上也具一定程度的不稳定性。品牌运作需要企业熟谙多种营销策略并加以正确运用。 Chinese enterprises have entered the era of brand competition. Brand operation has higher level, monopoly and higher rate of return than product management. Brand has the function of “attribute identification” to capital. Because of different target markets, brand management also has a certain degree of instability in connotation. Brand operation requires companies to be familiar with a variety of marketing strategies and to be used correctly.