【毕业论文】浅论广东民营中小企业品牌策划.docVIP

浅论广东民营中小企业品牌策划 摘 要 本文根据策划学和品牌学的理论，分析了广东民营中小企业品牌策划的相关问题。主要内容包括以下几个部分： 第一部分是绪论，介绍了本课题的研究背景与意义以及本文的主要研究内容。 第二部分主要介绍广东民营中小企业品牌的特点、发展现状及存在问题，并通过与长三角民营中小企业品牌策划进行比较分析，提出广东民营中小企业品牌 的优势与劣势，威胁与机遇。 第三部分主要是对广东民营中小企业品牌进行定位。品牌定位以功能诉求的品牌定位为主，辅以情感诉求的品牌定位，品牌定位就是要寻求差异，不论功能诉求还是情感诉求定位，品牌位必须保持阶段性的一致。 第四部分是针对广东民营中小企业发展现状及存在的问题，提出通过实行强化品牌意识、建立全面的品牌战略规划、选择合适的目标市场、提炼品牌的价值、自主品牌的创新以及建立民营中小企业危机管理模式来提高广东民营中小企业的竞争力。 最后，对本课题研究内容进行总结和展望。 关键词：民营中小企业；品牌定位；品牌策划 BRAND PLANNING ON MDEIUM-SIZED AND SMALL ENTERPRISES IN GUANGDONG ABSTRACT According to the brand planning and marketing theory，this article analyzes the brand planning on medium-sized and small private enterprises in Guangdong. The main contents include the following sections: The first part is the introduction，which describes the significance and background of the research爋n medium-sized and small private enterprises in Guangdong, and the main contents of this thesis. The second part describes the characteristics of the brand of medium-sized and small private enterprises in Guangdong, current situation and problems, and analyzes the brand of medium-sized and small enterprises in Yangtze River Delta and the brand of medium-sized and small private enterprises in Guangdong about the strengths and weaknesses, threats and opportunities from the comparative way. The third part is the brand positioning of medium-sized and small private enterprises in Guangdong. Brand positioning is the primarily function-oriented, supplemented by emotional appeal of the brand positioning, brand positioning is to find differences, whether functional or emotional appeal, appeals positioning, brand position must remain the same stage. The fourth part is about the medium-sized and small enterprises development in Guangdong situation and existing problems, and proposes the implementation of the establishment of a comprehensive brand strategy planning, and chooses the right target market, refining the brand value, independent brands and the establishment of private