长春市家政服务企业的品牌营销策略doc.doc

吉 林 工 商 学 院毕 业 论 文 毕业论文原创性声明 本人郑重声明：所呈交毕业论文，是本人在指导教师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。 论文作者签名： 年 月 日 摘 要： 关键词：  Brand marketing strategy of domestic service enterprise Changchun City Abstract: Changchun city domestic industry is developing rapidly, and the market has become increasingly prosperous. But the development time of Changchun city domestic industry is short, so in the development process will inevitably exist many problems and contradictions, these problems and contradictions, seriously hindered the development of Changchun city domestic industry, this paper will base on the analysis of the present situation of domestic industry in Changchun City, to solve the existing problems of Changchun city domestic industry through the various links, including brand marketing, brand personality, service strategy, advertising, public relations and team building aspects, fully tap the Changchun city domestic industry market potential, let the Changchun city domestic enterprises to establish their own brand image, enhance the consumer loyalty, Changchun City, the domestic industry toward standardization and professional of the road. This research will change the current situation of domestic enterprise Changchun City, to break the bottleneck of development, have very important realistic meanings to the development of Changchun city domestic industry. Keywords: Housekeeping service; Brand marking; Changchun  目录 一、前言 (01) （一）家政服务的含义 (01) （二）品牌营销的含义 (01) （三）课题研究的意义 (01) 二、国内外研究动态 (01) 三、长春市家政服务企业的现状分析 (02) （一）长春市家政服务企业的机遇 (02) （二）长春市家政服务企业目前存在的问题 (03) （三）长春市家政服务企业面临的威胁 (04) 四、长春市家政服务企业品牌营销建议 (04) （一）品牌个性策略 (04) （二）服务策略 (05) （三）广告策略 (06) （四）公共关系策略 (07) （五）团队建设 (07) 五、总结 (08) 参考文献 (09) 一、前言 （）（） 所谓品牌营销是指企业通过利用消费者的品牌需求,创造品牌价值,以巩固、提高品牌的竞争力和以价值为核心内容的营销活动是通过市场营销运用各种营销策略使目标客户形成对企业品牌和产品、服务的认过程。最终形成品牌效益的营销策略品牌营销从高层次上就是把企业的形象、知名度