國美電器公司品牌創(chuàng)建及提升研究.doc
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國美電器公司品牌創(chuàng)建及提升研究,目錄內(nèi)容摘要...........................................................Ⅰabstract............................................................Ⅱ1 導(dǎo)言........................


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目錄
內(nèi)容摘要...........................................................Ⅰ
Abstract............................................................Ⅱ
1 導(dǎo)言............................................................1
1.1 寫作目的........................................................1
1.2 相關(guān)研究現(xiàn)狀....................................................1
1.3 研究方法........................................................4
1.4 創(chuàng)新點(diǎn)與進(jìn)一步展開的研究........................................4
2 天津國美電器公司品牌創(chuàng)建及提升的發(fā)展背景和存在問題..............5
2.1 公司品牌創(chuàng)建及提升的基本情況.................................... 5
2.2 公司進(jìn)行品牌創(chuàng)建及提升的自身優(yōu)勢................................ 6
2.3 公司進(jìn)行品牌創(chuàng)建及提升中存在的問題.............................. 8
3品牌創(chuàng)建及提升的相關(guān)理論與分析................................. 10
3.1品牌創(chuàng)建及提升的相關(guān)理論背景................................... 10
3.2 品牌忠誠營銷理論內(nèi)涵........................................... 11
3.3 基于品牌忠誠營銷理論創(chuàng)建及提升公司品牌的策略分析............... 11
4天津國美電器公司品牌創(chuàng)建及提升的對(duì)策思考....................... 15
4.1 大力轉(zhuǎn)變公司原有的品牌定位——價(jià)格品牌轉(zhuǎn)向服務(wù)品牌............. 15
4.2 利用現(xiàn)有品牌加大品牌傳播力度................................... 16
4.3 建立消費(fèi)者數(shù)據(jù)庫,進(jìn)行有效的品牌溝通............................16
4.4 強(qiáng)力促進(jìn)會(huì)員制度的進(jìn)程,培養(yǎng)顧客忠誠度..........................17
4.5 制定相關(guān)規(guī)章制度,加強(qiáng)對(duì)門店人員的監(jiān)督和激勵(lì)力度................17
4.6 強(qiáng)化企業(yè)文化價(jià)值培訓(xùn),增強(qiáng)基層員工品牌內(nèi)部管理..................18
5結(jié)論........................................................... 18
參考文獻(xiàn)........................................................... 20
附錄:開題報(bào)告......................................................22
致謝............................................................... 29
內(nèi)容摘要:本文首先對(duì)天津國美電器公司目前在目標(biāo)市場上的品牌地位情況進(jìn)行了分析,發(fā)現(xiàn)該公司在利用其總公司的品牌效用和品牌創(chuàng)建方面已經(jīng)有一定成效,但品牌提升工作還有待提高。通過實(shí)際調(diào)查資料的收集和分析,作者認(rèn)為該公司在品牌創(chuàng)建及提升方面存在著一些問題,如品牌市場定位不適應(yīng),以及品牌傳播形式單一等。隨后,筆者參考品牌創(chuàng)建及提升方面的相關(guān)理論,并對(duì)公司問題的成因進(jìn)行探討,得出該公司在品牌創(chuàng)建及提升方面應(yīng)著眼于這樣的策略:一是實(shí)行“價(jià)格品牌向服務(wù)品牌轉(zhuǎn)化”的策略??紤]到公司目前所處的市場環(huán)境,應(yīng)降低“價(jià)格戰(zhàn)”的力度,同時(shí)積極采用 “服務(wù)領(lǐng)先”的品牌策略;二是注重建立中間商的品牌忠誠度,以此來有效控制老客戶的流失并吸引新客戶,從而達(dá)到品牌提升的目的。最后,還提出一些輔助性對(duì)策,如加快會(huì)員制的進(jìn)程,培養(yǎng)顧客忠誠度等,以此形成對(duì)品牌提升策略的支持。
關(guān)鍵詞:天津國美;品牌忠誠;品牌溝通;品牌創(chuàng)建
Abstract:The article firstly analyzes the situation of the brand status of Tianjin Gome Electronic Appliances Corporation in the present market, finding that the company is rising in making use of the brand effect of its head office and in itself brand creating of local market, but brand promotion still needs to improve. The author collects a lot of data through literature review and personal experience, and finds that the company still has some problems in terms of brand creating and brand promotion such that positioning does not match the demand of the market,and the form of the brand propaganda is single and so on. Subsequently, through referring to the relevant theory of brand creating and promotion and analyzing the reasons of the problems, the paper comes to the conclusion that the corporation should lay stress on the strategy of “transferring from price branding to service branding”. Considering the present market environment, Tianjin Gome should decrease the force in “price war”, at the same time adopt the brand creating and promoting strategy that is “l(fā)eading service”. On the one hand, in order to achieve the aim of brand promotion, the corporation should establish brand loyalty among the intermediums so as to keep the ..
內(nèi)容摘要...........................................................Ⅰ
Abstract............................................................Ⅱ
1 導(dǎo)言............................................................1
1.1 寫作目的........................................................1
1.2 相關(guān)研究現(xiàn)狀....................................................1
1.3 研究方法........................................................4
1.4 創(chuàng)新點(diǎn)與進(jìn)一步展開的研究........................................4
2 天津國美電器公司品牌創(chuàng)建及提升的發(fā)展背景和存在問題..............5
2.1 公司品牌創(chuàng)建及提升的基本情況.................................... 5
2.2 公司進(jìn)行品牌創(chuàng)建及提升的自身優(yōu)勢................................ 6
2.3 公司進(jìn)行品牌創(chuàng)建及提升中存在的問題.............................. 8
3品牌創(chuàng)建及提升的相關(guān)理論與分析................................. 10
3.1品牌創(chuàng)建及提升的相關(guān)理論背景................................... 10
3.2 品牌忠誠營銷理論內(nèi)涵........................................... 11
3.3 基于品牌忠誠營銷理論創(chuàng)建及提升公司品牌的策略分析............... 11
4天津國美電器公司品牌創(chuàng)建及提升的對(duì)策思考....................... 15
4.1 大力轉(zhuǎn)變公司原有的品牌定位——價(jià)格品牌轉(zhuǎn)向服務(wù)品牌............. 15
4.2 利用現(xiàn)有品牌加大品牌傳播力度................................... 16
4.3 建立消費(fèi)者數(shù)據(jù)庫,進(jìn)行有效的品牌溝通............................16
4.4 強(qiáng)力促進(jìn)會(huì)員制度的進(jìn)程,培養(yǎng)顧客忠誠度..........................17
4.5 制定相關(guān)規(guī)章制度,加強(qiáng)對(duì)門店人員的監(jiān)督和激勵(lì)力度................17
4.6 強(qiáng)化企業(yè)文化價(jià)值培訓(xùn),增強(qiáng)基層員工品牌內(nèi)部管理..................18
5結(jié)論........................................................... 18
參考文獻(xiàn)........................................................... 20
附錄:開題報(bào)告......................................................22
致謝............................................................... 29
內(nèi)容摘要:本文首先對(duì)天津國美電器公司目前在目標(biāo)市場上的品牌地位情況進(jìn)行了分析,發(fā)現(xiàn)該公司在利用其總公司的品牌效用和品牌創(chuàng)建方面已經(jīng)有一定成效,但品牌提升工作還有待提高。通過實(shí)際調(diào)查資料的收集和分析,作者認(rèn)為該公司在品牌創(chuàng)建及提升方面存在著一些問題,如品牌市場定位不適應(yīng),以及品牌傳播形式單一等。隨后,筆者參考品牌創(chuàng)建及提升方面的相關(guān)理論,并對(duì)公司問題的成因進(jìn)行探討,得出該公司在品牌創(chuàng)建及提升方面應(yīng)著眼于這樣的策略:一是實(shí)行“價(jià)格品牌向服務(wù)品牌轉(zhuǎn)化”的策略??紤]到公司目前所處的市場環(huán)境,應(yīng)降低“價(jià)格戰(zhàn)”的力度,同時(shí)積極采用 “服務(wù)領(lǐng)先”的品牌策略;二是注重建立中間商的品牌忠誠度,以此來有效控制老客戶的流失并吸引新客戶,從而達(dá)到品牌提升的目的。最后,還提出一些輔助性對(duì)策,如加快會(huì)員制的進(jìn)程,培養(yǎng)顧客忠誠度等,以此形成對(duì)品牌提升策略的支持。
關(guān)鍵詞:天津國美;品牌忠誠;品牌溝通;品牌創(chuàng)建
Abstract:The article firstly analyzes the situation of the brand status of Tianjin Gome Electronic Appliances Corporation in the present market, finding that the company is rising in making use of the brand effect of its head office and in itself brand creating of local market, but brand promotion still needs to improve. The author collects a lot of data through literature review and personal experience, and finds that the company still has some problems in terms of brand creating and brand promotion such that positioning does not match the demand of the market,and the form of the brand propaganda is single and so on. Subsequently, through referring to the relevant theory of brand creating and promotion and analyzing the reasons of the problems, the paper comes to the conclusion that the corporation should lay stress on the strategy of “transferring from price branding to service branding”. Considering the present market environment, Tianjin Gome should decrease the force in “price war”, at the same time adopt the brand creating and promoting strategy that is “l(fā)eading service”. On the one hand, in order to achieve the aim of brand promotion, the corporation should establish brand loyalty among the intermediums so as to keep the ..
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