毕业设计（论文）-论中小企业品牌形象的塑造.docVIP

提供各专业全套毕业设计，球球 153893706 辽宁科技大学本科毕业论文 论中小企业品牌形象的塑造 摘 要 企业形象是社会公众和企业员工对企业的整体映象和评价，是企业的表现与特征在公众心目中的反映。任何企业都有一个属于自己的独特的形象。或卓越优异，或平凡普通；或美名远扬，或默默无闻。良好的企业形象可以使企业在市场竞争中处于有利地位，受益无穷；而平庸乃至恶劣的企业形象无疑会使企业在生产经营中举步维艰，贻害无穷。在产品同质化日趋严重的当今市场，许多中小企业的产品在激烈的竞争中屡屡败下阵来，其原因莫过于中小企业缺乏品牌形象，在消费者的存疑与不屑的心态作用下，产品难以得到消费者的认同，产品销售也就自然步履艰。而有些中小企业却能在产品上市即刻获得消费者的追捧，企业也就得以快速壮大。通过对成功与失败者的对比，我们不难发现两者的区别在于失败者只做产品，而成功者则是在做产品的同时塑造了良好的企业品牌形象。 关键词：中小企业；品牌形象现状；形象塑造 ABSTRACT Corporate image is the overall impression and evaluation of who will be public and employees of enterprises,is a reflection of corporate performance to feature in the eyes of the public.Any enterprise has one to belong to own unique image.Excellent or outstanding or ordinary ,unknown to the public or a high reputation .Good corporate image can make the enterprise be in a favorable position in the market competition ,to benefit from the infinite,the mediocre and poor corporate image will undoubtedly make the enterprise is difficult in the production and management ,leave endless troubles.Product homogenization in more serious in the current market,many small and medium enterprises in the fierce competition in the product repeatedly defeated,the reason is that small and medium-sized enterprises lack of brand image,in the consumer’s doubt in the mind of disdain ,the product is difficult to get consumer recognition ,product sales has been said of an aged person.Some small and medium-sized enterprises can get consumers in the market immediately ,will be the rapid growth of the enterprise.Through the comparison of success and failure,it is not difficult to find the difference between the two is that the only product failure ,and success is doing the products shaping a good corporate brand image. Key Words：medium-sized and small enterprises, current situation of brand image, image 目 录 摘 要 II ABSTRACT III 1 绪论 1 1.1研究背景 1 1.2研究目的及意义 1 2 对品牌，品牌形象与品牌形象塑造的理解 4 2.1品牌 4 2.1.1品牌的定义 4 2.1.2品牌定位概述 4 2.1.3品牌定位策略 5 2.1.4品牌定位下的品牌命名