纳爱斯战略详解.docVIP

纳爱斯品牌战略研究 摘要 品牌，伴随着现代商业文明而生，如今已经成为衡量商业价值最重要的标志之一。随着中国经济的发展，全球化步伐的日益加快，国际品牌在中国落地、开花、结果，中国已经进入一个品牌经济的时代，品牌建设、品牌经营和管理已经成为当今中国社会的共识之一。 纳爱斯集团是中国日化行业的龙头企业，它旗下的“雕”牌、纳爱斯、超能、百年润发等品牌在国内市场上有一定的知名度，但相对于联合利华和宝洁来说，纳爱斯集团的品牌建设仍然很不成熟。本文以纳爱斯品牌战略为研究对象，首先介绍了中国日化行业发展的现状，然后在文献回顾的基础上，对纳爱斯集团的品牌进行了SWOT和竞品分析。发现纳爱斯的优势是大于劣势的。虽然存在日化市场竞争激烈，强弱分明、品牌管理不善，阻碍其长期发展等威胁，但是在日化市场需求稳定，需求量大这样一个市场大背景下，只要纳爱斯有系统的品牌管理战略，一定会有越来越好的前景。接着纳对爱斯品牌战略现状及原因进行了具体分析，最后对分析出的问题进行了战略方面的建议。 关键词：纳爱斯 品牌战略 研究 Research on Nice brand strategy Abstract Brand, born with the modern business culture , now has become a measure of commercial value of the most important symbols. With the development of Chinas economy, ever-accelerating pace of globalization, international brands is flowering, fruiting landing in China. China has entered an era of brand economy.Brand development,brand management, and management has become one of the consensus within the Chinese community. Nice group is the leading enterprise of Chinese daily chemical industry. Its Eagle brand, nice, Super, Centennial RT and other brands in the domestic market has a certain reputation.But relative to Unilever and Procter and Gamble, and Nice Groups brand-building is still very immature. This article use Nice brand strategy as the research object. First introduced the current situation of Chinese daily chemical industry, and on the basis of the literature review, Nice SWOT analysis of competing products, the Groups brand. Finding that nice’s advantages outweigh the disadvantages.Despite days of fierce market competition, strong or weak, poor management of brands, impede long-term development, such as threats. But during the market stability, high demand under the background of such a market, as long as the Nice system of brand management strategy will have a better future. Then satisfied that the ACE brand strategy analyzes the current situation and reasons, the last advice to analyze strategies for the problems. Key Words:Nice；Brand strategy；research  目录 摘要 I Abstract