波司登集团品牌战略管理研究.docx

 PAGE \* MERGEFORMAT III  PAGE \* MERGEFORMAT I 波司登集团品牌战略管理研究 摘 要 塑造企业品牌，树立企业形象已成为当代企业生存与生长的必由之路。本文是通过现场访谈（部分现代企业品牌战略研究方面的专家等）、咨询相关人士（部分波司登集团的管理人士等）等方式进行了实际调研，通过观察法、资料收集法、调查研究法、文献查阅法等研究方法对调研课题进行研究，运用定量分析和定性分析及多方对比等方法对调研内容进行分析，认真、全面统计、整理数据，求教专业老师而完成，全面介绍了品牌、品牌战略的相关概念，从国际化战略、四季化战略、创新化战略三个方面深入分析了波斯登集团在三十年发展历程中所凝聚成的质量战略及其所取得的巨大成就，并切实针对波司登集团品牌战略的部分不足提出了正确进行品牌定位、提升品牌忠诚度等建议。 关键词：??司登，品牌，品牌战略 The Bosideng Groups brand strategy management research Abstract Shape the corporate brand, and establish a corporate image has become the only way to contemporary corporate survival and growth. This article is through on-site interviews (part of modern corporate brand strategy research experts, etc.), the actual research consulting stakeholders (Bosideng Group executives, etc.), etc., through observation, data collection, research, law, literature access to other research methods to study the research topics, the use of quantitative and qualitative analysis and multi-contrast method of research content analysis, serious and comprehensive statistics, sorting data, ask for advice a professional teacher, a comprehensive introduction to the brand, brand strategy related concepts, from the three aspects of the internationalization strategy, Four Seasons strategy, innovation strategy, in-depth analysis in the course of three decades, the Group porceden condensed into quality strategy and the tremendous achievements, and practical for the Bosideng Group the partial failure of the brand strategy the correct brand positioning, enhance brand loyalty. Keywords: Bosideng, brand, brand strategy 目 录  TOC \o 1-3 \u 摘 要  PAGEREF _Toc346132889 \h I Abstract  PAGEREF _Toc346132890 \h II 目 录  PAGEREF _Toc346132891 \h III 一、引言  PAGEREF _Toc346132892 \h 1 二、波司登集团简介  PAGEREF _Toc346132893 \h 1 （一）总括  PAGEREF _Toc346132894 \h 1 （二）发展历程  PAGEREF _Toc346132895 \h 2 （三）集团荣誉  PAGEREF _Toc346132896 \h 2 三、品牌及品牌战略简介  PAGEREF _Toc346132897 \h 3 （一）定义与内容  PAGEREF _Toc3461328