市场营销专业毕业论文--中小企业的品牌建设.docVIP

本 科 毕 业 设 计（论 文） 题 目 中小企业品牌建设——以OPPO为例 学 院 商学院 专 业 市场营销 班 级 　 学 号 　　 学生姓名 指导教师 摘 要 品牌最基本意思是各种符号的集合，用于区别于竞争者。本文首先对品牌的内涵，包括品牌的定义和构成要素进行了阐述，和对中小企业品牌建设的一般方法，即品牌定位—品牌推广—品牌延伸，做了相关概述。其次，对中小企业品牌建设的现状做了相关分析，指出了中小企业品牌建设存在的问题和其品牌建设的市场机会。再次，本文以广东欧珀电子工业有限公司（简称OPPO）成功的品牌建设为案例，概述了其发展历程，对OPPO品牌优势劣势进行了深入地分析，同时指出了OPPO公司品牌建设成功之关键是新颖的品牌设计，独特的品牌定位，强势的品牌推广和品牌延伸的成功运用。最后，以OPPO的成功案例为借鉴，指出了中小企业进行品牌建设的具体策略，包括产品特点导向定位策略、情感导向定位策略，广告推广策略、代言人推广策略，以及产品延伸策略和主副品牌、多品牌策略等一系列策略和方法，还有品牌延伸策略运用的成功要素。 关键词： 品牌；中小企业；品牌建设；OPPO Abstract The brand basic meaning is the combination of some signs to differentiate other competitor. Firstly, the paper explain the connotation of the brand that include brand’definition and elements., and summarize the ways of the SME brand building, which are brand prositioning, promotion and extension. Secondly, this paper make the relevant analysis to the status of SME brand building, point out the problems of SME brand building and find out its market opportunities. Thirdly, Guangdong OPPO Electronics Industry CO., LTD(for short OPPO) is been as an successful example of branding in SME to summarise its development process. The example make a in-depth analysis of the brand strengths and weaknesses of OPPO, while noting that the keys to success of the OPPO brand building are novel brand design and unique brand positioning, strong brand promotion and the seccessful application of the brand extension. Fanilly, OPPO success stories for reference, this paper point out specific stratagies of brand building of SME, including product features oriented positioning stratagy, emotion-oriented positioning stratagy, and advertising promotional stratagy, spokesperson stratagy, and product extension, main sub-brand, multi-brand stratagy, as well as the use to su