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论文编号:GM054 包括:开题报告及任务书,论文字数:10399,页数:15
摘 要
市场经济的发展,把世界带入品牌竞争时代。而品牌作为企业开展营销活动的手段，是使自己的产品在竞争中与众不同，在经营过程中长期获利并保持其在市场中的地位所采用的一种方式，已成为企业争夺和占领市场的重要工具。在产品差异化越来越小的今天，未在近乎残酷的市场生死展中谋得一席之地，国内企业的经营管理者也逐渐意识到品牌战略的重要性，本文通过分析海尔品牌国际化塑造的成功之处，对海尔的品牌阶段性战略、品牌多元提升战略、品牌自主创新战略、品牌内涵延伸战略等做了详尽的分析，同时，本文也对海尔品牌国际化战略的困局详加分析，提出自己的看法与对策。总之，本文认为，海尔品牌在未来应该以竞争为导向，在新的层次上发展营销新框架。根据市场的形势，主动地创造需求，运用优化和系统的思想去整合营销，
【关键词】品牌 品牌战略 品牌资产
Abstract
The development of market economy takes world into brands competitive times. As the means that enterprise develops sale campaign, brands differentiate the product of enterprise from that of competitors. It is also the method that keeps the market place of enterprise and makes the enterprise gain profit in the process of sale campaign. For a long period, it has become an important tool that enterprises fight for and occupy market. In president, when the product discrepancy become more and more unobvious. In order to gain a position in the cruel market life and death war, the domestic management of enterprise also gradually realizes the importance of brands strategy, especially after fighting against the strong brands abroad. At the same time, all kinds of enterprises push out the big flag of brands in succession, challenging the international strong brands. But after tens of years fight between domestic brands and strong brands abroad, few enterprises can leave their brands in the memory of masses of customers. So why so many domestic brands died young? How domestic enterprise to change this situation? Perhaps, after having analyzed the mistake district of some domestic industries and having summarizing the experience of success and fail on their brands.
【Keywords】Brands; Brands strategic; Brands asset
目 录
1 海尔品牌国际化塑造的成功之处 .................3
1．1 海尔品牌阶段性战略 ...........................3
1.2 海尔品牌多元提升战略 .........................4
1.3 海尔品牌自主创新战略 ..........................4
1.4 海尔品牌内涵延伸战略 .........................5
2 海尔品牌国际化战略的困局与对策 ................6
2．1 海尔品牌国际化战略遭遇的困局 .................6
2. 2 海尔品牌国际化战略发展对策 ..................8
参考文献 ..........................................14
致 谢 ...........................................15
