2014市场营销专业毕业论文移动公司的多品牌战略研究.docVIP

? ?XX学院高等职业技术学院 本科毕业论文 题 目 中国移动公司的多品牌战略研究 高职 院（系） 市场营销 专业 学 号 学生姓名 张涛 指导教师 张涛 起讫日期 2009.12~2010.04 设计地点 XX学院 （本论文字数11319字） 摘 要 当前，随着新经济时代的来临，市场环境发生了极大的变化，品牌己成为企业占领市场的重要工具。品牌是一个企业的整体形象体现，是一个企业区别于其他企业的识别系统。品牌化经营是近代商品经济发展的必然产物，品牌也在商品经济以及经济全球化的发展过程中成为企业的一种能够参与竞争的特定资本，一种无形的资本。在经济全球化的今天，中国的企业要在全球范围的竞争中生存下去，必须在战略的高度上重视品牌战略。 同样，通信业品牌建设无论是对于企业、区域经济，还是对于消费者而言都具有重要的实践意义。它在满足消费需求的多元化、个性化，提高企业竞争力，突破通信业的发展瓶颈以及帮助企业寻求发展途径方面都将发挥举足轻重的作用。因此，研究通信品牌，建设通信品牌都具有重要的实践意义。本文关键词：多品牌战略 ? ? ? ? ? Abstract Presently, along with new economical times oncoming, the market environment had the enormous change, brand oneself has become the enterprise to seize the market the important tool. The brand is an enterprises overall image manifests, is an enterprise distinguishes between other enterprises recognition system. The brand management is the modern times commodity economy development inevitable product, the brand also becomes enterprises one kind in the commodity economy as well as in the economic globalization developing process to be able to participate in the competition the specific capital, one kind of invisible capital. In economic globalizations today, Chinas enterprise needs to survive in the global scale competition gets down, must take the brand strategy in the strategic altitude. Similarly, correspondence profession brand construction, regardless of regarding enterprise, regional economies, speaking of the consumer has the important practice significance. It is satisfying the consumer demand the multiplication, the personalization, will enhance the enterprise competitive power, the breakthrough communication industry development bottleneck as well as the help enterprise seeks the development approach aspect to play the pivotal role. Therefore,