关于我国企业品牌战略的研究-以好百年家居为例大学本科毕业论文.docVIP

关于我国企业品牌战略的研究 — 以好百年家居为例 摘 要 随着社会经济的发展，特别是全球化时代的到来，品牌在企业发展中起着越来越重要的作用，品牌化是中国企业发展的方向，品牌经营应受到企业的重视。良好的企业品牌有助于企业吸引人才，激励士气，增加销售，强化融资的能力。品牌战略关系企业的长期生存和发展，已成为企业长期策略规划中不可或缺的一部分, 实施企业品牌战略已是企业必然的选择。 文章首先对品牌战略的基本理论知识进行阐述，具体内容包括品牌的义作用SWOT分析方法，对好百年基于企业竞争优势的品牌战略形成进行了具体的研究；再次，文章对好百年基于竞争优势的品牌战略的具体内容进行了解析,解析内容包括好百年的品牌定位、品牌个性、品牌形象、品牌策略几个方面；最后，文章对品牌战略 ABSTRACT With the social and economic development, in particular the arrival of the era of globalization, brand enterprises are playing an increasingly important role in the brand development of Chinese enterprises is the direction of corporate brand management should be attention. Good brand will help companies to attract talent, boost morale and increase sales, strengthen the financing capacity. Relationship between brand strategy and development of long-term survival of enterprises, have become an integral long-term strategic planning as part of the implementation of corporate brand strategy is the inevitable choice. This article first brand strategy elaborates the basic theoretical knowledge of the specific details, including the definition of brand, brand essence and function of the content and brand strategy and role; Secondly, the paper applies the SWOT analysis method, HOBA of brand-based competitive advantage strategic shaping of the specific research; again, HOBA articles on brand strategy based on competitive advantages of specific contents of the resolution, analytical content, including HOBA the brand positioning, brand personality, brand image, brand positioning aspects; Finally, Good article for HOBA the implementation of brand strategy research; the same time, the article on the HOBA of brand strategy business success has brought inspiration to other companies studied, the hope that other companies can play brand strategy to implement the use of a reference effect Key word: furniture； brand； brand strategy 目录 摘 要 1 ABSTRACT 2 目录 3 引 言 5 第1章 品牌战略的基本理论 6 1.1 品牌概述 6 1.1.1 品牌的定义 6 1.1.2 品牌的本质和功能 6