摘 要：品牌战略在食品行业的产品营销中被普遍应用，品牌的重要性正在受到食品行业逐渐认可。本文通过研究品牌战略及我国食品行业发展所存在的问题的基础上，分析了企业行为对我国食品行业品牌战略的影响，提出了提升我国食品行业品牌的有效策略。研究表明，我国食品行业企业和政府品牌意识淡薄，技术核心创造力的缺乏以及国外食品“巨头”对我国食品行业的冲击是影响我国食品行业品牌竞争力的主要因素，而通过政府宏观环境的支持，以及企业明确品牌定位，加强质量管理，正确运用网络营销，以及积极的全球战略有助于我国食品行业的品牌提升。
关键词：品牌 品牌提升 品牌竞争力
Abstract:Brand strategy product marketing in the food industry, was widely used, the importance of brand food industry is being increasingly recognized. This brand strategy through research and development of food industry problems, based on the analysis of corporate behavior on brand strategy of the impact of the food industry, food industry in China is proposed to enhance the effective brand strategy. Studies show that China's food industry enterprises and government brand consciousness, lack of creativity and the technical core of foreign food "giants" on the impact of China's food industry is the impact of China's food industry, the main factors of brand competitiveness, and through the support of government's macro-environment , and corporate brand positioning, enhance quality control, for the use of network marketing, and actively contribute to the global strategy to enhance the brand of the food industry.
Key words: brand；brand to enhance；brand competitiveness
