企业的基本功能和目的在于市场盈利。因此,企业的一切经营管理活动一定都是需要服务于这个核心目的,包括本文所研究的品牌管理及品牌法律风险管控。由此可见,只有准确地评估和把握企业的经营管理目标,才能制定出符合经营管理需求的品牌管理策略,以及品牌法律风险管控策略。所以,第一步需要讨论的就是如何评价和分析企业的经营管理目标,在企业使命和企业功能定位的基础上,企业经营管理目标可以分为如下三个方面: The basic function and purpose of the enterprise is to make profits in the market. Therefore, all the business management activities of enterprises must be served for this core purpose, including the brand management and brand legal risk management in this article. Thus, only by accurately assess and grasp the business management objectives, in order to develop business management needs in line with the brand management strategy, as well as brand legal risk control strategy. Therefore, the first step that needs to be discussed is how to evaluate and analyze the management objectives of the enterprise. Based on the corporate mission and the positioning of the enterprise functions, the objectives of the enterprise management can be divided into the following three aspects: