浅谈品牌战略（毕业论文）.doc
约17页DOC格式手机打开展开
浅谈品牌战略（毕业论文）,浅谈品牌战略（此结业论文共9009字，适合工商管理，等相关管理专业参考） 摘要今天的世界已经进入国际化品牌竞争的时代，品牌已经成为一种新的国际语言进入千家万户。以品牌来建立产品在市场中的地位，树立企业形象，是企业有效的市场竞争手段，也成为企业市场竞争战略重要部分。品牌将成为企业成功与否的标志，新经济下的“品牌战略”已成...
内容介绍
此文档由会员 陈海峰 发布
浅谈品牌战略
（此结业论文共9009字，适合工商管理，等相关管理专业参考）
摘要
今天的世界已经进入国际化品牌竞争的时代，品牌已经成为一种新的国际语言进入千家万户。以品牌来建立产品在市场中的地位，树立企业形象，是企业有效的市场竞争手段，也成为企业市场竞争战略重要部分。品牌将成为企业成功与否的标志，新经济下的“品牌战略”已成为不可逆转的商战潮流。谁选择了正确的品牌战略，谁就掌握了主动权，才可先发制人。那么选择什么样的品牌战略，便成为企业决策者首要关心和考虑的问题。国外企业在推行品牌战略远远早于我国，有许多的经验值得借鉴。改革开放三十年以来，国际有一大批百年企业及品牌的跨国公司来到中国，国际品牌纷纷涌向中国市场，其中有汽车行业、银行业，电子行业，还有服装、手表、化妆品、箱包、黄金珠宝等奢侈品牌，30年来中国本土品牌通过学习优秀国际品牌的经验，涌现了一批知名的国际品牌如华为、中兴通信、海尔、联想、青岛啤酒等，使更多中国品牌走向国际积累了宝贵经验，同时在塑造全球化的国际品牌道路中还任重道远。
关键词： 品牌定位与维护 选择与实施品牌战略 误区 如何发展我们自己的品牌
abstract
Abstract: Today’s world has entered the era of competition in international brands. Brands have become a new international language into millions of families. Setting up the brand products in the market position and establishing a corporate image have become effective means of market competition and also become an important part of the strategy of market competition. The brand will be the symbol of a successful enterprise or not. The "brand strategy" of new economy has become an irreversible trend of commercial warfare. The one, who choose the correct brand strategy, takes the initiative. He will be proactive. Then to choose what kind of brand strategy has become the primary concern and consideration of the business decision makers. Foreign enterprises is much earlier than Chinese enterprise in the implementation of brand strategy. There are a lot of experience is worth learning for us. Since 30 years of reform and opening up, a large number of centennial multinational enterprises and brands have flocked to China market, incluing automotive, banking, electronics industry, as well as clothing, watches, cosmetics, bags, gold, jewelry and other luxury brands. Through learning the experience of excellent international brands for 30 years, local China emerges a number of renowned international brands such as Huawei, ZTE, Haier, Lenovo, Tsingtao beer, etc., which accumulate precious experience for more Chinese brands into the international market. In the mean time, in shaping the globalized international brands, we are also a long way to go.
Keywords
Brand sitioning and maintenance, Selection and implementation of brand strategy, Mistakes, How to develop our own brand
目 录
摘要……………………………………………………………………………………1
英文摘要………………………………………………………………………………2
前言……………………………………………………………………………………5
第一章 品牌战略对企业的影响与意义 …………………………………………6
第二章 品牌的塑造 ……………………………………………………………6
2．1品牌定位 …………………………………………………………………6
2．2增加投入，扩大影响 ……………………………………………………7
2．3品牌维护 …………………………………………………………………7
2．4商标注册，合法保护 ……………………………………………………8
2．5提升品质，形成壁垒 ……………………………………………………8
2. 6加大力度，服务营销 ……………………………………………………8
第三章 实施品牌战略…………………………………………………………………8
3．1选择品牌战略………………………………………………………………8
3．2品牌实施中的误区……………………………………………… ………12
第四章 国内企业与国外企业在品牌管理中的差距…………………… …………13
第五章 如何发展我们自己的品牌 …………………………………………………14第六章 中国企业的前景…………………………………………………………16
参考文献 ………………………………………………………………………………………16
（此结业论文共9009字，适合工商管理，等相关管理专业参考）
摘要
今天的世界已经进入国际化品牌竞争的时代，品牌已经成为一种新的国际语言进入千家万户。以品牌来建立产品在市场中的地位，树立企业形象，是企业有效的市场竞争手段，也成为企业市场竞争战略重要部分。品牌将成为企业成功与否的标志，新经济下的“品牌战略”已成为不可逆转的商战潮流。谁选择了正确的品牌战略，谁就掌握了主动权，才可先发制人。那么选择什么样的品牌战略，便成为企业决策者首要关心和考虑的问题。国外企业在推行品牌战略远远早于我国，有许多的经验值得借鉴。改革开放三十年以来，国际有一大批百年企业及品牌的跨国公司来到中国，国际品牌纷纷涌向中国市场，其中有汽车行业、银行业，电子行业，还有服装、手表、化妆品、箱包、黄金珠宝等奢侈品牌，30年来中国本土品牌通过学习优秀国际品牌的经验，涌现了一批知名的国际品牌如华为、中兴通信、海尔、联想、青岛啤酒等，使更多中国品牌走向国际积累了宝贵经验，同时在塑造全球化的国际品牌道路中还任重道远。
关键词： 品牌定位与维护 选择与实施品牌战略 误区 如何发展我们自己的品牌
abstract
Abstract: Today’s world has entered the era of competition in international brands. Brands have become a new international language into millions of families. Setting up the brand products in the market position and establishing a corporate image have become effective means of market competition and also become an important part of the strategy of market competition. The brand will be the symbol of a successful enterprise or not. The "brand strategy" of new economy has become an irreversible trend of commercial warfare. The one, who choose the correct brand strategy, takes the initiative. He will be proactive. Then to choose what kind of brand strategy has become the primary concern and consideration of the business decision makers. Foreign enterprises is much earlier than Chinese enterprise in the implementation of brand strategy. There are a lot of experience is worth learning for us. Since 30 years of reform and opening up, a large number of centennial multinational enterprises and brands have flocked to China market, incluing automotive, banking, electronics industry, as well as clothing, watches, cosmetics, bags, gold, jewelry and other luxury brands. Through learning the experience of excellent international brands for 30 years, local China emerges a number of renowned international brands such as Huawei, ZTE, Haier, Lenovo, Tsingtao beer, etc., which accumulate precious experience for more Chinese brands into the international market. In the mean time, in shaping the globalized international brands, we are also a long way to go.
Keywords
Brand sitioning and maintenance, Selection and implementation of brand strategy, Mistakes, How to develop our own brand
目 录
摘要……………………………………………………………………………………1
英文摘要………………………………………………………………………………2
前言……………………………………………………………………………………5
第一章 品牌战略对企业的影响与意义 …………………………………………6
第二章 品牌的塑造 ……………………………………………………………6
2．1品牌定位 …………………………………………………………………6
2．2增加投入，扩大影响 ……………………………………………………7
2．3品牌维护 …………………………………………………………………7
2．4商标注册，合法保护 ……………………………………………………8
2．5提升品质，形成壁垒 ……………………………………………………8
2. 6加大力度，服务营销 ……………………………………………………8
第三章 实施品牌战略…………………………………………………………………8
3．1选择品牌战略………………………………………………………………8
3．2品牌实施中的误区……………………………………………… ………12
第四章 国内企业与国外企业在品牌管理中的差距…………………… …………13
第五章 如何发展我们自己的品牌 …………………………………………………14第六章 中国企业的前景…………………………………………………………16
参考文献 ………………………………………………………………………………………16
