家用电器品牌策略研究.docVIP

家用电器品牌营销策略研究——以苏宁公司为例 摘要 随着市场经济的不断变化，市场竞争不断激烈，如何在这样一种环境下，保持企业品牌的长足发展，，这就需要进行品牌营销，来进行品牌的优化与宣，重新审视其品牌管理策略，从而使得企业不断取得长足发展。 品牌是企业产品的标识，是消费者识别产品的手段，是企业夺取市场的工具。苏宁电器集团要在激烈的市场竞争中继续保持行业领先地位，就必须进一步强化品牌意识、加强品牌管理、发挥品牌营销的竞争力。本文在对苏宁电器集团的市场背景和竞争环境进行介绍的基础上，系统分析了制约苏宁电器集团品牌营销绩效的因素及其存在的问题，进而提出了进一步提高苏宁电器集团品牌营销绩效的若干策略，具体涉及发展核心品牌、品牌关系管理、品牌渠道维护等方面，同时指出只有科学的进行品牌化经营才能树立企业良好的形象。 关键字：市场经济，品牌，品牌营销，品牌策略 Abstract With the changing of the market economy, market competition has been fierce, and how to maintain the rapid development of the corporate brand in such an environment, which requires brand marketing, brand optimization and promotion, to re-examine its brand management strategy, so that enterprises continue to make leaps and bounds. The brand is the identity of the enterprise products, the consumers to identify products means companies to win market tools. Suning Appliance Group in the fierce competition in the market continue to maintain a leading position in the industry, we must further strengthen brand awareness, brand management, to play brand marketing competitiveness. Introduced on the basis of the background Suning Appliance Group, the market and competitive environment, the system analyzes the factors restricting the Suning Appliance Group brand marketing performance and its problems, and thus to further improve the performance of Suning Appliance Group brand marketing strategy in particular relates to the development of the core brand, brand relationship management, brand channel maintenance, noting that only the science of brand management in order to establish a good corporate image. Key words：market economy,brand,brand marketing,brand strategy 一、绪 论 V 二、品牌与品牌营销的概述 VI （一）有关品牌的几个术语 VI （二）品牌营销基本涵义 VI （三）品牌营销的性质 VI (四)品牌营销的内容 VII (五）企业品牌营销战略的作用 VIII 1、品牌营销战略有利于产品参与市场竞争 VIII 2、品牌营销战略有利于提高产品质量和企业形象 VIII 3、品牌营销战略有利于保护消费者利益 VIII 三、企业品牌营销的现状、存在的问题 VIII （一）企业品牌营销的现状 VIII （二）企业品牌营销存在的问题 IX 1、部分企业没有品牌意识 IX 2、企业商标法律意识淡薄 X 3、品牌运营意识淡薄 X 4、 X 四、苏宁电器集团基本情况 XI （一）苏宁电器集团的概况 XI