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淺析海爾集團(tuán)品牌營銷的問題及對策.doc

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淺析海爾集團(tuán)品牌營銷的問題及對策,摘 要 隨著經(jīng)濟(jì)的發(fā)展,市場競爭機(jī)制的完善,企業(yè)之間的競爭越來越激烈,產(chǎn)品競爭轉(zhuǎn)化為品牌競爭,品牌競爭主要集中在如何系統(tǒng)的支持品牌贊譽(yù)度的長久維持與品牌擴(kuò)展的良性循環(huán)上。本文通過對我國青島海爾集團(tuán)的品牌營銷和品牌建設(shè)進(jìn)行分析和研究將其在品牌營銷、品牌建設(shè)中成功運(yùn)用的操作方法、問題、措施等提出歸納,以期總結(jié)出品牌營銷模式...
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分類: 論文>經(jīng)濟(jì)學(xué)論文

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  摘    要      

隨著經(jīng)濟(jì)的發(fā)展,市場競爭機(jī)制的完善,企業(yè)之間的競爭越來越激烈,產(chǎn)品競爭轉(zhuǎn)化為品牌競爭,品牌競爭主要集中在如何系統(tǒng)的支持品牌贊譽(yù)度的長久維持與品牌擴(kuò)展的良性循環(huán)上。本文通過對我國青島海爾集團(tuán)的品牌營銷和品牌建設(shè)進(jìn)行分析和研究將其在品牌營銷、品牌建設(shè)中成功運(yùn)用的操作方法、問題、措施等提出歸納,以期總結(jié)出品牌營銷模式下廠商提高市場占有率的策略和方法。本文一開始是引言,介紹了現(xiàn)階段廠商品牌營銷策略的背景意義以及論文的研究目的和框架內(nèi)容,并提出了創(chuàng)新點(diǎn);其次回顧了品牌營銷與管理的相關(guān)理論概述;然后是本論文的研究對象—海爾集團(tuán)簡介及品牌營銷現(xiàn)狀;接著介紹了海爾集團(tuán)品牌營銷存在的一些問題;針對海爾集團(tuán)品牌營銷所存在的問題進(jìn)而提出解決措施;最后是全文的結(jié)束語。

    關(guān)鍵詞:海爾集團(tuán) , 品牌營銷 , 營銷策略 , 問題

 

 

 

 

 

 

 

 

 

 

 


                      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  錄
第1章 緒  論............................ ......................1
   1.1本文選題的背景及研究意義............... ..................1
   1.2研究思路及方法...........................................1
   1.3論文框架............... ..................................1
1.4主要創(chuàng)新之處............... ..............................1
第2章 品牌營銷相關(guān)理論概述....................................8
2.1品牌營銷內(nèi)涵及概述.......................................8
2.2品牌營銷策略概述.........................................8
2.3品牌營銷的重要性........................................10
第3章 海爾集團(tuán)品牌營銷現(xiàn)狀...................................11
3.1海爾集團(tuán)簡介及其概況....................................11
3.2海爾集團(tuán)品牌營銷策略現(xiàn)狀................................11
3.3海爾集團(tuán)品牌營銷建設(shè)與管理現(xiàn)狀..........................12
第4章 海爾集團(tuán)品牌營銷存在的問題及其原因分析.................15
4.1盲目品牌擴(kuò)展阻礙了企業(yè)品牌的持續(xù)健康成長................15
4.2傳播與公關(guān)技巧的綜合能力不強(qiáng)影響品牌傳播................16
4.3強(qiáng)勢文化的副作用阻礙品牌創(chuàng)新............................17
4.4海爾放棄“中國造”主攻營銷影響全球名牌戰(zhàn)略進(jìn)程..........17
4.5忽視了持續(xù)廣告的作用不利于品牌鞏固......................18
第5章 海爾集團(tuán)品牌營銷的完善措施.............................19
5.1整合品牌擴(kuò)展策略,維護(hù)品牌優(yōu)勢..........................19
5.2完善信息傳播渠道與技巧,重視與加強(qiáng)公關(guān)能力..............20
5.3注重企業(yè)內(nèi)部的人本管理..................................21
5.4重視“中國造”理念加強(qiáng)品牌優(yōu)勢..........................22
5.5加強(qiáng)廣告攻勢,維護(hù)和提高品牌知名度......................23
結(jié)束語........................................................25
參考文獻(xiàn)......................................................26
致謝..........................................................27