电子商务环境下我国不干胶标签企业的品牌建立

电子商务环境下我国不干胶标签企业的品牌建立策略

摘要：我国市场经济日趋完善，国际间的经济技术合作进1步加强，形成世界经济1体化，在合作中国家间、地区间、企业间竞争更加激烈，要想在竞争中立足就必须积极发展品牌、提升品牌，勇敢地面对全球化经济的挑战，积极参与竞争，在自强不息中发展自己。本文首先对在电子商务环境下企业品牌建立的意义和我国企业品牌的特点进行了概述，再对我国不干胶标签企业的品牌现状和特征进行了分析。全文总体运用理论研究与案例分析相结合的方法，最后通过UPM和昌茂两家企业品牌建立的案例分析提出了我国不干胶企业品牌建立的具体策略。

关键词：电子商务环境；企业品牌；不干胶标签企业；品牌建立策略

The Strategy of Quality Brand for Adhesive Label industries in China under E-commerce Circumstance

Abstract: In China market economy tends to become perfect. International economic and technical cooperation are going to be further enhanced. Economic globalization is being formed. The competitions among countries, regions and enterprises are becoming increasingly fierce. An enterprise has to develop and upgrade its own quality brand, bravely face the challenges from globally economy and experience the competitions if it intends to constantly strive to become more powerful. This text briefly summarizes the meanings of the establishment of quality brand of enterprises under E-commerce circumstance and the characteristics of Chinese enterprise quality brand in the first part, and then analyzes the status and characteristics of quality brand for adhesive label industries in China. The whole text puts forward the definite strategies of the establishment of adhesive label enterprises in China by both academic studying and analyzing the examples how to establish quality brand of the two enterprises named UMP and changmao.

Keywords: E-commerce circumstances; quality brand ;adhesive label ; quality brand strategy