浅析海尔集团品牌营销的问题及对策.doc

  摘    要      

随着经济的发展，市场竞争机制的完善，企业之间的竞争越来越激烈，产品竞争转化为品牌竞争，品牌竞争主要集中在如何系统的支持品牌赞誉度的长久维持与品牌扩展的良性循环上。本文通过对我国青岛海尔集团的品牌营销和品牌建设进行分析和研究将其在品牌营销、品牌建设中成功运用的操作方法、问题、措施等提出归纳，以期总结出品牌营销模式下厂商提高市场占有率的策略和方法。本文一开始是引言，介绍了现阶段厂商品牌营销策略的背景意义以及论文的研究目的和框架内容，并提出了创新点；其次回顾了品牌营销与管理的相关理论概述；然后是本论文的研究对象—海尔集团简介及品牌营销现状；接着介绍了海尔集团品牌营销存在的一些问题；针对海尔集团品牌营销所存在的问题进而提出解决措施；最后是全文的结束语。

    关键词：海尔集团 ， 品牌营销 ， 营销策略 ， 问题

                      Abstract
  With the development of economy, the market competition mechanism is perfect, the competition between enterprises is becoming more and more fierce, the product competition into brand competition, brand competition is mainly focused on how the system supports the brand praise degree of long-term maintenance and brand extension of the benign loop. This article through to our country Qingdao Haier Group's brand marketing and brand building to analyze and study the brand marketing, brand building of the successful application of the method of operation, problems, measures and other authors, in order to summarize the brand marketing mode manufacturers to improve market share strategies and methods. This paper begins with a preface, an introduction to the present brand marketing strategy background meaning and purpose of this research and framework, and puts forward some innovative points; secondly, review of brand marketing and management related theory; then is the research object of this thesis, Haier Group and brand marketing present situation; then introduced Haier Group brand marketing problems; for Haier Group brand marketing the existing problems and puts forward the solving measures; finally is the conclusion of the thesis.
Key words: Haier Group, brand marketing, marketing strategy, problem
 
 
                  

                     目  录
第1章 绪  论............................ ......................1
   1.1本文选题的背景及研究意义............... ..................1
   1.2研究思路及方法...........................................1
   1.3论文框架............... ..................................1
1.4主要创新之处............... ..............................1
第2章 品牌营销相关理论概述....................................8
2.1品牌营销内涵及概述.......................................8
2.2品牌营销策略概述.........................................8
2.3品牌营销的重要性........................................10
第3章 海尔集团品牌营销现状...................................11
3.1海尔集团简介及其概况....................................11
3.2海尔集团品牌营销策略现状................................11
3.3海尔集团品牌营销建设与管理现状..........................12
第4章 海尔集团品牌营销存在的问题及其原因分析.................15
4.1盲目品牌扩展阻碍了企业品牌的持续健康成长................15
4.2传播与公关技巧的综合能力不强影响品牌传播................16
4.3强势文化的副作用阻碍品牌创新............................17
4.4海尔放弃“中国造”主攻营销影响全球名牌战略进程..........17
4.5忽视了持续广告的作用不利于品牌巩固......................18
第5章 海尔集团品牌营销的完善措施.............................19
5.1整合品牌扩展策略，维护品牌优势..........................19
5.2完善信息传播渠道与技巧，重视与加强公关能力..............20
5.3注重企业内部的人本管理..................................21
5.4重视“中国造”理念加强品牌优势..........................22
5.5加强广告攻势，维护和提高品牌知名度......................23
结束语........................................................25
参考文献......................................................26
致谢..........................................................27