海宁ST太阳能企业的品牌战略分析【毕业论文+任务书+文献综述+开题报告】.doc

（2011届） 毕业论文（设计） 题 目：海宁ST太阳能企业的品牌战略分析 姓　　名：　　 　 　　　　　　　　　 专　　业：　　 工商管理 　 班　　级：　　　　 信 明 ?? 论文(设计)作者签名： 签名日期： 年 月 日 授 权 声 明学校有权保留送交论文（设计）的原件，允许论文（设计）被查阅和借阅，学校可以公布论文（设计）的全部或部分内容，可以影印、缩印或其他复制手段保存论文（设计），学校必须严格按照授权对论文进行处理，不得超越授权对论文（设计）进行任意处置。 签名日期： 年 月 日  摘 要 长期以来，中小企业困惑于资金实力与产业规模，一直在生产销售链的最低端徘徊，既不能左右市场，也无法享受附加利润值中的大部分份额。因此，当一个中小企业需要扩张，走向规模化大企业时，必然有对自己品牌的建设需求。  海宁太阳能热水器企业众多，产量巨大，每年销往国内和国外的太阳能热水器数不胜数。然而在自主品牌建设方面，却基本处于真空状态。没有大的有影响力的品牌，导致海宁的太阳能热水器产业在很多时候处于低利润运转状态。一旦市场风向变化，或者成本浮动变大，则极易导致产业灾难。  本文立足于海宁太阳能热水器品牌建设的可能性，联系太阳能热水器产业的热点及技术基础，联系其他省市在太阳能热水器产业方面的市场策略及品牌建设，来分析海宁太阳能热水器实施品牌战略的具体措施及产生的经济效应。 关键词：海宁太阳能热水器；品牌建设；品牌战略 Abstract Confused about the capital strength and industrial scale, most Medium-sized and small enterprises(long for MSEs) have been wandering around the low-end part of the industrial chain for a long period. Consequently, the MSEs can hardly influence the market, nor can they acquire the largest part of profit share in the added value. Therefore, when a MES needs to expand to a large scale enterprise, it will defenitely have the demand to establish its own brand. With a large number of businesses and considerate production, Haining has been putting numerous solar water heater products into both the domestic and foreign market every year. However, there is basically a vacuum in terms of boosting their own brands.Due to the absence of large scale and influential brands, the industry of solar water heater in Haining actully always stay in a low-profit status. Once the market trend changes, or the product costs fluctuate, it will be trapped in an industrial disaster easily. This paper is based on the possibility of brand building in Haining solar water heaters industry.It is combined with the hot issues and technical foundation of this sector, and is also integrated into the market strategy and brand-building experience of other Provinces and distircts, so as to analyze the specific measures