博美装饰城品牌管理之研究

发布时间：2018-08-02 09:06

【摘要】： 如何在激烈的市场竞争环境下，企业取得发展和辉煌，品牌是决定商战成败的关键因素。现代经济竞争，从某种意义上说，就是品牌竞争。品牌是企业的生命和核心。是企业综合素质的表现。要在市场上求得可持续的发展，办法之一是要创建一个强有力的品牌。国外许多公司已成功地创建了国际知名品牌，国内企业也开始对品牌建设产生浓厚兴趣。这种兴趣的产生原因，部分是因为我们已经看到世界最有实力的品牌如何威力四射：部分是因为我们正开始更为严重战略性的思考，以长远目光来看待企业的发展。本篇论文首先介绍了中外品牌的发展情况，分析了我国品牌管理的现状和一些问题，从大量的强势品牌的创建和发展中探求适应我国企业适合的品牌建立策略，借别人的先进经验和理论：如科特勒的市场营销理论，现代整合营销，和目前我国的一些成功的企业品牌建设案例，再针对博美公司目前的状况，提出了企业要发展壮大，和外国企业进行竞争，必须走品牌建设之路，对其提出了一些建议。根据分析结果，本论文独特看到，目前那种占优势的格局，如果企业不加强品牌建设，面对中外强势品牌的冲击，这市场将会在不久的某一天，会重新洗牌，强者胜，，弱者将消失。此外，结合博美公司目前的经营情况提出了一些改进品牌建设的办法：(1)抓住品牌定位不放，满足顾客的变化了的需求，(2)品牌设计扬名等方面，以满足顾客高层次需求为诉求重点：(3)品牌维护和扩张也要有新的思维等。
[Abstract]:How to achieve development and brilliance in the fierce market competition environment, the brand is the key factor to determine the success or failure of the business war. Modern economic competition, in a sense, is brand competition. Brand is the life and core of an enterprise. Is the enterprise comprehensive quality performance. One way to achieve sustainable development in the market is to create a strong brand. Many foreign companies have successfully established international famous brands, and domestic enterprises have begun to have a strong interest in brand building. Part of the reason for this interest is that we have seen how powerful the world's most powerful brands are: in part because we are starting to think more strategically about what companies are doing in the long run. This paper first introduces the development of Chinese and foreign brands, analyzes the current situation and some problems of brand management in China, and explores the suitable brand establishment strategies for Chinese enterprises from the establishment and development of a large number of strong brands. Borrowing from other people's advanced experience and theories, such as Kotler's marketing theory, modern integrated marketing, and some successful enterprise brand building cases in our country, and then aiming at the current situation of Bome, the author puts forward that the enterprise should develop and grow. To compete with foreign enterprises, we must take the road of brand building, and put forward some suggestions to it. According to the results of the analysis, this paper uniquely sees that if enterprises do not strengthen brand building and face the impact of strong brands at home and abroad, the market will one day be reshuffled, and the strong will win. The weak will disappear. In addition, some methods to improve brand construction are put forward according to the company's current operating situation: (1) hold on to brand positioning to meet the changing needs of customers, (2) brand design, etc. To meet the needs of high-level customers as the focus: (3) brand maintenance and expansion should also have new thinking.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F426.8;F273.2

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