企业形象策划对日用（家电）消费品品牌创建的影响与研究

发布时间：2018-04-05 10:49

本文选题：日用(家电)消费品　切入点：企业形象策划　出处：《长春工业大学》2013年硕士论文

【摘要】：日用(家电)消费品在我们的生活中无处不在,我们每天都要和各种各样的日用(家电)消费品打交道。在科技高速发展的时代,市场竞争日趋激烈,各种日用(家电)消费品品牌也层出不穷,近年来国家对家电下乡补贴政策,使日用(家电)消费品有了更为广阔的消费人群。消费者如何选择一个好的品牌放心使用,企业如何创建一个好的品牌为消费者服务,成为值得研究的课题。在这种背景下,企业比以往任何时候都需要创建一个令消费者信赖的品牌来提高企业的知名度。如何创建一个好的日用(家电)消费品品牌,己成为衡量一个日用(家电)消费品企业好坏的计量衡。本课题对日用(家电)消费品品牌创建进行研究,以使其能发挥重要的作用,为企业和消费者服务。当前产品品牌的创建及研究比较广泛,深刻揭示当今社会,创建品牌己成为提升企业形象最有效的手段,一个好的品牌不仅可以提高企业的知名度,也可以提高企业的市场竞争力,为企业赢得更多的消费者,从而推动企业的发展,所以创建日用(家电)消费品品牌已经成为吸引投资、促进企业发展的一种重要手段。本课题研究的侧重点主要是围绕日用(家电)消费品品牌如何创建,其作用与影响有哪些等展开,从企业文化和企业形象策划入手,从理论层面阐述了企业形象策划对日用(家电)消费品品牌创建的影响及其作用,同时认为品牌创建的根本应是以企业文化和企业的总体形象为基础,为日用(家电)消费品企业创建品牌提供具有借鉴意义的理论与实践的参考。
[Abstract]:Consumer goods are everywhere in our life. We deal with all kinds of consumer goods every day.In the era of rapid development of science and technology, the market competition is becoming more and more fierce, and various consumer goods brands are emerging in endlessly. In recent years, the national subsidy policy for household appliances in rural areas has made the consumer goods for daily use (household appliances) have a broader consumer population.How to choose a good brand to use and how to create a good brand to serve consumers is worth studying.In this context, more than ever, companies need to create a brand that consumers trust to increase their visibility.How to create a good consumer goods brand has become a measuring scale to measure the quality of a consumer goods enterprise.This paper studies the establishment of consumer goods brand in order to play an important role in the service of enterprises and consumers.The current product brand establishment and research is quite extensive, deeply reveals the present society, creates the brand has become the most effective means to enhance the enterprise image, a good brand can not only enhance the enterprise's popularity,It can also improve the market competitiveness of enterprises, win more consumers for enterprises, and promote the development of enterprises. Therefore, the establishment of consumer goods brands has become an important means to attract investment and promote the development of enterprises.The focus of this research is mainly focused on how to establish the consumer goods brand, what is its role and influence, starting with corporate culture and corporate image planning.This paper expounds the influence and function of enterprise image planning on the establishment of consumer goods brand in daily use (household appliances) from the theoretical level, and holds that the foundation of brand establishment should be based on corporate culture and overall image of enterprise.This paper provides reference for the establishment of consumer goods brand in daily use (household appliances) enterprises in theory and practice.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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