合肥美菱股份有限公司品牌规划现状分析.docVIP

本科生毕业论文（设计） 题目：合肥美菱股份有限公司品牌规划现状分析 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 0806211121 姓 名 邢凌云 指导教师 熊凤水、朱晓莉 2012 年 5 月 20 日 合肥美菱股份有限公司品牌规划现状分析 摘 要 品牌规划是建立以塑造强势品牌为核心的企业战略，将品牌建设提升到企经营战略的高度，其核心在于建立与众不同的品牌识别，为品牌建设设立目标、方向、原则与指导策略，为日后的具体品牌建设战术与行为制定宪法。Brand planning is to establish the brand as the core of the enterprise strategy, will promote the brand construction to management strategy, its core is the establishment of out of the ordinary brand recognition, brand construction goal setting, orientation, principles and strategies for the future, specific brand building tactics and behavior of the formulation the constitution.Along with the consumer self and personality pursuit to the growing market demand, subdivision and complicated, the competition between the enterprise also by the scale of quality competition, technology competition gradually turned to service competition, brand competition, Chinese consumer market has gradually from the consumer goods into brand consumption. In brand consumption era, enterprises can produce its own brand, and create famous brand, decided an enterprise in the market competition ability, strengthens the brand plan and operation has become the time the request, becomes the enterprise modernization and the mature degree important symbol. The present stage of brand planning research deepening, however, its analysis is not comprehensive enough. This article from the basic theory of corporate brand planning, combined with the industry characteristics of household electrical appliance industry, Hefei Meiling company brand planning and analyzes the current situation of research, so as to find out the company brand planning deficiencies and problems and to analyze the problem to find the perfect Meiling company in brand planning measures, for the company in the brand planning the next step in the development of clear direction. Keywords: Brand Brand planning Brand structure