名牌是一个企业经济实力和市场信誉的集中体现，实施名牌战略则是提高企业竞争力，实现可持续发展的重要举措。在经济全球化的今天，特别是在日益激烈的市场竞争背景下，实施名牌战略已成为企业获得竞争优势和主导地位的必然选择。任何一家企业要想在激烈的市场竞争中生存和发展，就必须创立名牌，特别是创出一批具有国际竞争力的名牌。阐述了名牌战略的内涵，分析了实施名牌战略对石油物探企业的重要意义，并结合企业实践，探讨了如何创建石油物探企业自己的名牌。%Famous brand reflects the economic strength and the market reputation of an enterprise. Implementing famous brand strategy is an important measures for enhancing the competitiveness of an enterprise and realizing its sustainable development. In the environment of today economic globalization, especially in the stormier and stormier market competition, implementing famous brand strategy has become an inevitable choice of an enterprise for obtaining competitive advantage and leading position. For existence and development in the stormy market competition, any enterprise must construct famous brand, especially international famous brand. The connotation of the famous brand strategy is discussed. The importance of implementing famous brand strategy to petroleum enter- prises is analyzed. It is discussed how to construct the famous brand of a petroleum geophysics enterprise according itself actual situation.
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