2010届本科生毕业设计.docVIP

2010届本科生毕业设计（论文） 题目：自有品牌企业在危机中脱颖而出 学 生 姓 名： 丁鑫阳 院 系： 管理学院 专业、班级 ： 工商管理专业06级（3）班 学 号 ： 040320060229 指 导 教 师： 周涛 完 成 日 期： 2010.01 二 0 一0 年 一 月摘 要 在国际金融危机的冲击下，玩具、服装等我国传统优势行业面临重新洗牌，许多做贴牌生产（OEM）的企业纷纷落马，而一些拥有自主品牌和创新能力的企业却在风浪中脱颖而出。销量下滑、人流减少、促销不见效……尽管各大市场的销售报表上显示市场增长放缓正在继续上演，但一片“救市”声中，以品牌为首的企业并没有坐等形势回暖，而是纷纷采取各种策略增加品牌价值，练好内功，这种理性应对危机的表现让不少消费者瞪大眼睛好不“疑惑”。事实上，市场人士认为，从“危”中找“机”，借市场低迷让平日自鸣得意的“杂牌军”淘汰出局掉不失为行业的一件大好事儿。 关键词：金融危机；自有品牌；脱颖而出 Self-owned brands to stand out in a crisis In the international financial crisis, the toys, clothing and other advantages of Chinas traditional industries face re-shuffling, and many do OEM manufacturing (OEM) companies falling by the wayside, and some with their own brand and innovation capability of enterprises have come to the fore in the wind and waves.Sales decline in passenger traffic reduction, promotion is not successful ... ... despite the major sales slowdown in statements that the market is continuing to be staged, but a rescue sound in the brand-led businesses are not waiting for the situation to pick up, butThey have adopted various strategies to increase brand value, Enhancing internal strength, the performance of such a rational response to the crisis so that many consumers no better eyes wide open, puzzled.In fact, market participants believe that, from the dangerous and look for opportunities through the market downturn to normal complacency motley crew eliminate the industry may well be an excellent Shi Er. Key Words：Financial crisis; own brand; come to the fore 目 录 摘 要……………………………………………………………………………Ⅰ Abstract………………………………………………………………………………Ⅱ 引 言 ………………………………………………………………………………1 一、论述金融危机……………………………………………………………………2 （一）金融危机的概念………………………………………………………………2 （二）金融危机形成的原因…………………………………………………………2 （三）金融危机的影响………………………………………………………………3 二、危机中的自有品牌企业…………………………………………………………3 （一）例举我国自有品牌企业………………………………………………………4 （二）我国自有品牌企业在危机中的表现……………………………………