Bloves品牌建设的策略研究.docxVIP

Bloves品牌建设的策略研究摘要随着全球经济的一体化进程，不论是以内销或以外销为主的企业，均面临强大的竞争压力。某些行业已经通过量的扩张获得了规模增长的优势，但是随着产品同质化、技术同质化、服务同质化、渠道同质化的发展，企业之间的竞争差异化越来越小，如何保持企业的核心竞争优势，惟有进行品牌的建设与发展，建立起强大的品牌竞争优势，通过建立品牌形成差异化。经济全球化时代，中国企业最宝贵的财富不是厂房和设备，而是强大的品牌。未来的竞争会越来越集中在品牌之间的竞争，尤其是在丧失了以往的成本与制造优势之后，必须朝高附加价值、高科技及高研发的方向发展，而品牌就是建立高附加价值的一个重要途径，品牌建设的重要性则不言而喻。现有的一些营销理论与模型多是针对大型企业发展而设计，不适用于Bloves，并且两者在企业特性上也存在着许多差异性，因此有必要针对Bloves的特性与发展需要设计出适合的品牌建设策略。关键词:Bloves；品牌建设；品牌策略AbstractWith the integration of the global economy, both domestic and export-oriented enterprises are facing strong competitive pressures. Some industries have been obtained by expanding the amount of growth in the size of the advantage, but with the development of product homogenization, technology homogenization, homogenization, channels homogenization, the competition between enterprises is becoming more and more small, how to maintain the core competitive advantage, only for brand building and development, build a strong the brand competitive advantage, through the establishment of brand differentiation. In the era of economic globalization, Chinese enterprises are not the most precious wealth of plant and equipment, but a strong brand. The future competition will be increasingly focused on brand competition, especially in the loss of the previous cost and manufacturing advantages, must move towards higher value-added, high-tech and high research and development direction, and the brand is an important way to establish a high added value, the importance of brand building is self-evident. Some of the marketing theory and the existing models is designed for large-scale enterprise development, does not apply to Bloves, and they also have many differences in the characteristics of enterprises, so it is necessary for the characteristics and development of Bloves to design a strategy for brand construction.Key words: Bloves; brand building; brand strategy目 录1绪论11.1研究背景和意义11.1.1选题背景11.1.2选题意义21.2研究目的21.3研究内容、思路及方法31.3.1研究内容、思路31.3.2 研究方法32 品牌建设的相关理论综述32.1 B