东软集团品牌营销策略研究.doc

中文题目：东软集团品牌营销策略 外文题目：NEUSOFT GROUP BRAND MARKETING STRATEGY 毕业设计（论文）共 25 页（其中：外文文献及译文2页） 完成日期 2011年11月 答辩日期 2011年12月 摘要 目前，国内企业主要面向国内市场需求，向国内买家以低于外国企30%-50%的价格提供与外国企业差不多的优质产品中国民族是最聪明最有智慧的民族，在很短的时间内就可以学到国外的技术来提高产品的品质，从而达到同国际企业竞争的核心力，但是却怎么也卖不了同国际品牌同等的价值。而只能获取低于外国企业30%-50%的价值利润。由此中国企业家们是不是应该深思？依靠技术保证产品质量，树立品牌形象Abstract At present, domestic enterprises are mainly for the domestic market demand to domestic buyers outside the state-owned enterprises with less than 30% -50% of the price and foreign companies about the quality products, the Chinese nation is the most intelligent and wise people, in a very short time can learn foreign technology to improve product quality, so as to achieve the core of the international competitive power, but also how not to sell the same value with the international brand. Foreign companies can only get less than 30% -50% of the value of the profits. Chinese entrepreneurs are not the result should ponder? In this paper, the vast majority of Chinese companies there this problem by a specific brand strategy company Neusoft Group to the description of the system, mainly about how the companys consumer brand, brand strategy in the problem how to establish a big business image, in-depth analysis of Neusoft Group, the brand issue in detail and the lack of certainty as oriented, further research company Neusoft Group and various other common brand and study issues in depth. Found that the majority of Chinese enterprises are the existence a common problem, brand awareness is weak, so the need to rely on technology to ensure product quality, enhance brand image. Range in the world market place. Key words: Brand; brand; Neusoft Group; marketing; corporate image; to enhance the value of 目录 前言 5 1 品牌策略发展的现状 7 1.1　国外品牌策略的发展 7 1.2国内品牌策略的发展 9 1.3东软集团品牌策略的发展 10 2 东软集团品牌营销策略分析 12 2.1　懂得品牌营销的东软 13 2.2　东软的品牌营销三步走 14 3 东软集团品牌营销存在的问题 16 3.1　东软的品牌营销问题所在 16 3.2　国内品牌营销问题所在 18 4品牌营销的认识 19 4.1　树立品牌化经营意识 19 4.2　进行品牌经营的科学设计 20 4.3 选准市场定位，确定战略品牌 20 4.4 运用资本经营，加