2821关于厦门银鹭集团品牌经营管理的探讨 本科毕业设计.docVIP

本科毕业设计（论文）关于厦门银鹭集团品牌经营管理的探讨 学 院 经济管理学院 专 业 工商管理 年级班别 学 号 学生姓名 指导教师 年 月 日 摘 要现代社会，人们对产品的需求已经不是简单的物质需求了，而更注重的是产品背后所代表的品牌文化。成功的品牌背后都有一套与之相对应的品牌经营管理方法，这样才能全面地发展自己的品牌，使品牌超脱于产品而成为能满足人们心中某种需求的代表。因此品牌经营管理是现代企业面临的一项影响深远的问题。成功的品牌经营管理能为企业带来巨大的经济效益，同时也能为企业注入无穷的发展动力。试想能在一个深入人心的名牌企业上班是多少人才的梦想，这无疑是为企业不断注入新鲜血液的好方法。如何在现今大型品牌林立，中小型品牌拔地而起的品牌现状中找到自己的品牌定位，趁机发展自身品牌是银鹭集团必须面对的一个重要的课题。首先，本文通过对国内外品牌现状的分析，了解到现阶段银鹭集团的品牌定位所在，做到纵览全局。其次，本文对成功品牌进行案例分析，在成功中吸取经验，在分析中找到自己的道路。再次，本文详细分析银鹭的一些品牌经营管理措施，并指出与成功案例相比其中的不足之处。最后，本文对银鹭现阶段的品牌经营管理的不足之处提出有效的建议，让银鹭更好地发展自己的品牌。关键词：品牌，品牌文化，品牌经营管理AbstractIn modern society, the demand of people to the production are not only the material demand. They pay great attention to the brand culture which is behind the product represents. Behind the successful brand all has a set the brand management which corresponds with it, like this can comprehensively develop own brand, causes the brand to be aloof to the product becomes can satisfy in the people heart some kind of demand representative. Therefore the brand management is an influence profound question which the modern enterprise faces. The successful brand management can bring huge economic efficiency for the enterprise, simultaneously also can pour into the infinite development power for the enterprise. Considers can strike root in hearts of the people in the name brand enterprise to go to work is talented persons dream, it can unceasingly pours the fresh blood into the company. How to stands in the great numbers large-scale brand and middle and the small scale brand does not stop appear, and from the ground in the brand present situation found your own brand localization, seizes the chance to develop your own brand is an important topic which the YINLU group must face. Firstly, this article through the domestic and foreign brands present situation analysis to understand in this present stage where YINLU group the brand localization