新千年木业品牌建设策略研究毕业论文.docVIP

毕业论文 （2011届） 新千年木业品牌建设策略研究 摘 要 品牌建设是一个系统全面的过程、是企业战略发展中重要组成部分，是企业对自身资源、社会资源和产业链资源整合的持续发展，是企业综合实力的表现。新千年木业虽然在嘉善地区小有名气，但是与其他著名的品牌，诸如“兔宝宝”、“莫干山”等相比，还是有很大的差距。新千年要想在板材行业生存下去，就必须加强品牌建设。 目前，新千年木业有限公司的人员品牌意识薄弱，没有稳定的品牌建设队伍，在提高品牌知名度和美誉度方面有着错误的认知。他们认为做品牌就是做销量，没有正确的认识到品牌对于企业的重要性。 综上所诉，我觉得本文具有研究的必要性，本文在国内外品牌建设理论文献的基础上，对新千年品牌建设的外部环境、市场竞争环境及新千年品牌建设的内部条件进行了分析，并进一步分析了新千年品牌建设存在的问题及其影响，最后从品牌创立、拓展和维护等方面提出了新千年品牌建设策略。全文分为四部分，第一部分对现有的营销理论进行分析，以助于运用理论解决实际问题，第二部分主要介绍公司的基本现状和现有策略，第三部分分析嘉善新千年木业有限公司有限公司Abstract The brand construction is a systematic process, is the enterprise strategic development is an important part of enterprise for its resources, social resources and the sustainable development of industrial chain resources integration, is the enterprise comprehensive strength performance. The new millennium timber although in jiashan region, but a little famous with other famous brand, such as baby rabbit, moganshan, still have greatly compared gap. The new millennium in plank industry to survive, we must strengthen the brand construction. Summing up the appeal, I think this has need for the study, this brand-building at home and abroad on the basis of theoretical literature on the construction of the new millennium brand of the external environment, market comeptition and brand building of the new millennium analysis of the internal conditions, and further analysis of the new millennium problems in brand building and influence,and finally from brand creation. Dvelopment and mainthe enance and other aspects of brand building strategy for the new millennium. Paper is divided into four parts, the first part of the existing marketing theory to analyze, to help apply theory to solve practical problems, the second part introduces the basic status of the company and the existing strategy, the third part of the new millennium Jiashan Wood Industry Co. in brand building problems, the fourth part of the new millennium, Jiashan Wood Industry Co. Ltd for brand building strategies to solve exist