摘要：品牌是一种标志，一种将企业与同类企业和同类产品区别开来的标志。品牌在某种程度上是企业信誉与质量的保证，它是消费者和经营者之间的联系所产生的结果。消费者对品牌的信任与否直接影响企业在市场竞争中的地位。实施品牌经营策略可以说一直是民营企业做大做强的必要手段,对于任何企业来说，只有通过建立品牌上的优势，企业才能在产品所在领域中立足，才能获得长久的利益，民营企业也不例外，我们都知道，大部分民营企业是中小型企业，从中小型企业自身的条件上来讲，民营企业应该选择适合自身品牌发展的经营之道，从而获得长久发展和壮大。本文通过分析如今民营企业的环境因素和发展空间，提出品牌经营战略对民营企业的重要性。在通过世界上几个大公司的品牌管理经验以及如今民营企业的失败经验来说明如今民营企业为何要实施和如何实施品牌经营战略。

关键词：品牌经营；民营企业；品牌创新；市场定位

Abstract：Brand is a mark of a company that will distinguish itself from many similar enterprises.To some extent ,brand is an assurance of a company's reputation and quality of its product.It is the result from the contact between consumer and operator. Whether consumers trust the brand will directly affect the status of a company in the market competition.The implementation of the brand management strategy is a necessary mean for the private enterprises to be strong.for many company including the private ones ,only to establish the advantage of its brand can it stand in the field it belongs to ,obtain long-term interests. We all know that the private enterprise is always a small and medium one and according to its own condition,the private enterprise should choose a suitable way to develop its own brand so that it can gain long-term develop and growth. In this article ,I will have an analysis of today's environmental factors and development space of the private enterprises to emphasis the importance of operation of brand strategy to private enterprises. And I will introduce some big companies' brand management experience and the private enterprises' failure experience to show why and how the private enterprises take the brand operation strategy.

Keywords：Brand Operation;Private Enterprise;Brand Innovation;Market Positioning

民营企业作为我们现代化市场经济里面一支举足轻重的力量，经过几十年的发展，在增加总体国民经济，扩大出口，增加就业，提高人民生活水平等方面发挥了重要的作用，但民营企业在发展中出现的问题是不可忽视的，很多中小企业一味的靠产品占有市场，忽视品牌的作用，民营企业要想做大做强就必须实施品牌战略，拥有市场比拥有产品更有竞争力，而占有市场的有效方法就是拥有自己的品牌。当然中小企业的品牌战略要符合自身的情况，不能一味的模仿大企业的品牌战略，要从这些成功的大企业的品牌战略中有所收获，从失败的例子中吸取教训，再根据自身情况，明确正确的品牌定位，走出一条自己的品牌战略。本文通过分析如今民营企业的环境因素和发展空间，提出品牌经营战略对民营企业的重要性。在通过几个大公司的品牌管理经验以及如今民营企业的失败经验来说明如今民营企业为何要实施和如何实施品牌经营战略。