论文模版(仅供参考格式).docVIP

高等教育自学考试质量技术监督管理专业 毕 业 设 计 题 目： 联想品牌战略研究 专 业： 质量技术监督管理专业 考 号： 400109200220 考生姓名： 刘艳妮 指导教师： 李煜华 哈 尔 滨 理 工 大 学 2010年9月1日 哈尔滨理工大学高等教育自学考试毕业（设计）论文  PAGE \* MERGEFORMAT III 联想品牌战略研究 摘 要 随着新 HYPERLINK /thesis/List_1.html 经济时代的来临， HYPERLINK /thesis/List_51.html 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。随着人民生活水平的提高，品牌的重要性越来越大。企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。品牌既是企业产品和服务的特有标志，在某种程度上又是一种标准和承诺。它既是企业进入市场的通行证和消费者之间的桥梁，又是企业定位市场的依托。联想集团在收购IBM PC业务后，一跃成为全球第三大个人电脑供应商，同时也拥有了大量的品牌。联想集团通过其成功的品牌战略，推动公司业务的开展，在惨烈的市场竞争中脱颖而出，并逐步扩大市场份额，获得了良好的盈利能力。 本文首先分析了企业实施品牌战略的重要性，揭示了我国品牌战略的现状和存在的问题。其次针对联想集团的现状和品牌发展历程，总结出了联想集团的品牌战略实施对策。本文的研究成果，对于企业制定品牌战略具有一定的参考价值和指导意义。 关键词 品牌战略；品牌建设；品牌文化 Research of Lenovo Brand Strategy Abstract With the coming of the New Economic period, the market environment takes place extremely change.Brand has became the important tool which the enterprises occupy the markets.With the improving of the people’s living standard, the importance of the brand becomes more and more strong.The enterprises management has transferred from the product producing and service competition to the higher period of the brand competition. The brand is not only the peculiar symbol of the enterprise products and services. But also, in a certain level, it is standardization and promisation.Brand is both the permission which the enterprises enter the markets and the bridge of consumers.Besrides, it is the relying of the enterprises locate in the markets. After the Lenovo purchases the IBM PC, it jumps to the third PC suppliers of the globel.Besides, it is also possesses a great deal of brands.Lenovo, which through the successed brand strategy, has pushed the company business ahead. In the tragic marketing competition, it stands out. And it expands the market share step by step.Therefore, it has acquired fine profitability. First, the passage analysises the importance of the present situation and the existing sta