关于TCL品牌策略研究的分析 毕业论文.docVIP

经济管理学院2012届毕业论文 论文题目 关于TCL品牌策略研究的分析 专 业 市场营销 班 级 08级2班 姓 名 学 号 指导教师 职 称 ２０1 2 年 6 月 8 日 [摘 要]近几年，家电行业的发展越来越迅速，行业内的品牌也日趋多样化，其竞争的激烈程度可想而知，但TCL品牌一直跃居国内家电行业的龙头地位。鉴于国内市场的需求度日趋饱和，TCL转战海外市场，其产品型号及功能也日趋多样化。目前，其在海外市场的发展也越来越成熟。 本文以在TCL彩电促销实践和调查分析为基础，结合SWOT分析了解企业的现状，了解机会、威胁、优势和劣势等，再通过分析TCL所进行的国际品牌策略，尤其是对国际品牌策略进行了初步了解，并分析了TCL品牌营销策略的现状及目前存在的一些问题，进而对其所存在的问题提出了一系列的解决方案,即实行品牌策略，明确产品定位；加强渠道管理，实施密集型分销策略；加强促销活动管理，采用促销动态组合策略；差别定价策略的国际管理策略来进行国际管理，以期待其更好地发展。 [关键词] TCL 品牌策略 国际化品牌策略 [Abstract] In recent years, the development of household appliance industry is growing rapidly, a brand within the industry has become more complex, the competitions intense degree one can imagine, but has been in domestic appliances TCL color television industry leading status.In view of the domestic market demand is saturated with each passing day, TCL color television in the overseas market, its product types and functions are becoming more and more diverse.At present, in the overseas market development is more and more mature. Based on TCL color television promotion practice and survey analysis as the basis, combined with SWOT analysis about the current situation of the enterprise, understand the opportunities, threats, strengths and weaknesses, and then through the analysis of TCL carried out by the international brand strategy, especially on international brand strategy undertook preliminary understanding, and analysis of TCL color television brand strategy and some of the current problems, then the existing problems are put forward a series of solutions, namely to implement brand strategy, a clear product positioning; strengthen channel management, implementation intensive distribution strategy; strengthen the promotion activity management, the promotion of dynamic portfolio strategy; differential pricing strategy for the international manage