HY公司品牌建设的研究

发布时间：2018-06-29 01:05

本文选题：中小企业 + 品牌建设　；参考：《天津大学》2013年硕士论文

【摘要】：随着我国的改革开放及经济的快速发展，，很多知名的国外品牌登陆到了中国，使中国市场进入到品牌消费时代，各种品牌的竞争成为国内市场竞争的主要形式，使得以销售业绩为主要指标的企业受到品牌竞争的压力。大型的国有企业和股份制企业快速调整了战略，并加入到品牌的竞争中，同时数量众多的中小企业在这样的市场竞争中为了企业的生存及发展,也需要加强自身的品牌建设。首先，本篇论文的第一章和第二章阐述了中小企业需要进行品牌建设的背景。同时提出中小企业品牌建设的目的和方法以及研究的范围。提出了中小企业进行品牌建设的意义和对国民经济的作用，并具体列举我国中小企业目前的发展现状还有遇到的问题，以及因此会造成的负面结果。从而提出中小企业进行品牌建设的必要性。其次，本篇论文的第三章对于中小企业品牌建设的内外部环境进行了理论分析，为HY公司的品牌建设研究提供理论基础，同时指出HY公司进行品牌建设时需要注意的内容及方向。最后，本篇论文的第四章和第五章在对国内中小企业品牌建设的现状、品牌建设策略的梳理的基础之上，并以HY公司的品牌建设为例子来详细阐述品牌建设的环境分析、实施方案规划及实施过程。以期为我国中小企业的品牌建设提供现实的指导意义。
[Abstract]:With China's reform and opening up and the rapid development of the economy, many well-known foreign brands have landed in China, making the Chinese market enter the era of brand consumption, and the competition of various brands has become the main form of competition in the domestic market. So that sales performance as the main indicator of the enterprise brand competition pressure. Large state-owned enterprises and joint-stock enterprises quickly adjust their strategies and join in the competition of brands. At the same time a large number of small and medium-sized enterprises in such market competition for the survival and development of enterprises also need to strengthen their own brand construction. First, the first and second chapters of this paper expatiate on the background of brand building. At the same time, the purpose and method of brand construction and the scope of research are put forward. This paper puts forward the significance of brand building and its effect on the national economy, and lists the problems and negative results of the current development of SMEs in China. Therefore, the necessity of brand building for small and medium enterprises is put forward. Secondly, the third chapter of this paper makes a theoretical analysis on the internal and external environment of the brand construction of small and medium-sized enterprises, which provides the theoretical basis for the brand building research of HY Company. At the same time, it points out the content and direction that HY company should pay attention to when carrying on the brand construction. Finally, the fourth and fifth chapters of this paper, on the basis of the status quo of brand construction and brand construction strategy of domestic small and medium-sized enterprises, and taking the brand construction of HY company as an example, elaborate the environmental analysis of brand construction in detail. Implementation of program planning and implementation process. With a view to providing practical guidance for the brand building of small and medium enterprises in China.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F273.2

【参考文献】