【毕业论文】关于威龙食品公司的营销管理和品牌传播问题的研究.docVIP

毕业设计（论文） 题目：关于威龙食品公司的营销管理和 品牌传播问题的研究  关于威龙食品公司的营销管理和品牌传播问题的研究 摘 要 营销管理是企业管理和经营中的重要职能，企业在竞争中开拓市场，获得理想的经济效益，关键在于提高营销管理水平，而品牌则是现代企业获取竞争优势，提升企业竞争力的关键手段。本文通过对清远威龙食品有限责任公司的研究，对威龙公司出现的营销管理和品牌传播问题进行分析，并对其出现的企业营销组织不健全、对市场缺乏系统的分析和未建立有效的信息反馈机制、没有制定明确的营销策略、分销结构的比较单一、区域市场管理不健全、企业内部品牌意识淡薄、认为商标就是品牌等问题提出相应的解决策略和方案，例如：加强企业的销售网络推广、提高对销售人员的管理、准确的进行市场定位、做好广告传播和公共关系传播、开展多种灵活的促销形式等。以帮助企业解决存在的问题，实现扩大销售水平，提高市场占有率，扩大企业知名度，并在新的竞争环境中获得优势，从而促进其发展壮大的目标。 关键词：营销管理 分销渠道 品牌传播 About Veyron food companys marketing management and brand communication Problem Abstract Marketing management is the management and operation of important functions, enterprises in the competition to develop new markets, achieve an ideal cost-effective, the key is to raise the level of marketing management, and the brand is a modern enterprise to obtain competitive advantages, enhance the competitiveness of the key means. This article about the source of Qingyuan WEILONG food company, the company appears to think of its source marketing management and brand communication problem analysis and problem resolution of the corresponding strategies and programs to help businesses solve problems, achieve the expansion of sales levels, improve market share, expanding visibility, and in the new competitive environment to gain advantages, thereby contributing to its development and growth objectives. Key words: Marketing Management Distribution channels Brand communication 目 录 1、 绪论····························································································· 1 1.1课题研究的背景·············································································· 1 1.2文献综述························································································ 1 2、 威龙食品公司营销管理和品牌传播的基本情况···································· 4 2.1 威龙食品公司的背景简介································································ 4 2.2 威龙食品公司营销管理及品牌传播的现状······································