市场营销专业毕业论文--中小企业品牌建设初探.docVIP

本科毕业设计（论文） 题 目 嘉兴钱乐KTV品牌建设对策研究 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 随着经济的发展和社会竞争的日益激烈，越来越多的人的选择了自己创业。在创业过程中，不可避免的就会遇到很多的问题，面对国内目前日益激烈的市场竞争，面对品牌整合营销时代的到来，着力品牌建设，投资品牌建设，是中小企业在市场竞争中生存的唯一出路。今天，即使是中小企业，其终极目标也不仅仅是为了获取短期的微利，而是渴望在未来能不断发展壮大，这样的期望必然会使品牌建设走人中小企业的视线。 现如今，随着人们生活水平的提高，KTV已经成为我们年轻一辈比较喜欢的娱乐场所之一，国内比较出名的KTV连锁有钱柜和麦乐迪。但是在嘉兴这个城市，另外一个KTV却占据着很大一部分的市场份额，那就是钱乐。 本文主要围绕中小企业品牌建设的重要性以及一些基本策略展开，以嘉兴钱乐KTV为研究对象，探究他的品牌建设现状，发掘其中存在的问题。文章最后还根据我所学到的理论知识以及嘉兴的市场环境，站在企业管理者的角度，有针对性的提出了一些改良措施，希望对企业的发展有所帮助。 关键词：“钱乐KTV”、中小企业、品牌建设、品牌战略 Abstract With economic development and social competition increasingly fierce, moreand more people chose to make their own business. In the entrepreneurialprocess ,Ievitably, they will encounter many problems, in the face of increasingly fierce domestic competition in the market is currently the face of the brand of integrated marketing era, the only way to survive is that focus on brand building, investment in brand building, small and medium enterprises in market competition. Today, even small and medium enterprises, its ultimate goal not just to obtain short-term profit, but the desire to continue to grow and develop in the future, so expect small and medium enterprises is bound to make brand-building leave the line of sight. Now, as peoples living standards growing fast, KTV has become our generation prefer..”QIAN GUI” and “MAI LE DI” are two of the most famous KTV in china. However, in Jiaxing, the other one occupies a large part of the market, Its name is “QIAN LE”. This paper focus on the importance of brand building for SMEs, and start with some basic strategies of Jiaxing Music KTV , for the study of the status of his brand-b