【毕业论文】广东银饰制品集团有限公司品牌战略研究.docVIP

毕 业 论 文 广东银饰制品集团有限公司品牌战略研究  中 文 摘 要 本文以现代品牌战略理论及相关理论为指导，从相关环境入手，在了解宏观环境的大背景下，通过对行业内五种竞争力量进行比较，探寻出面临的机遇与挑战，并结合其自身优势与劣势，运用品牌战略应用模型制定了战略方案：首先提炼的核心价值，并规划识别系统，突出品牌差异性与个性；其次进行市场细分和目标选择，明确品牌的中高档定位，实现品牌核心价值由“抽象的理念”向“消费者认知”的转化；再次进行整合，重点通过主副品牌架构模式的选择丰富与强化品牌的个性与内涵。同时，对在实施品牌战略过程需要注意的问题进行分析研究，强调了强化产品的竞争能力、实现技术创新、加强品牌的市场传播是品牌战略成功实现的三大“支点”。最后，对品牌战略实施过程中存在的风险进行了防范控制。希望本文得出的结果能为品牌战略实施提供理论和实践上的指导，并为我国的品牌建设提供有价值的参考意见。 品牌战略品牌核心价值Abstract This article takes the modern brand strategic theory and related theories as a guide, from a stainless steel products group related environment, in the understanding of macroscopical environment under the big background, the industry in the five competitive forces were compared, the company is facing opportunities and challenges, combined with its own advantages and disadvantages, using brand strategy application model formulation the strategic plan of the company: first refine the core value of the company, and plan recognition system, outstanding brand differences and personality； secondly, market segmentation and target selection, clear company in the luxury brand positioning, brand core value from abstract concept to consumer transformation； again the brand integration, focus through the Deputy brand architecture pattern selection of rich and strengthening of corporate brand personality and connotation. At the same time, the company in the process of implementation of the brand strategy to need to pay attention to the question to conduct the analytical study, emphasizes that the product competition ability, implementation technology innovation, strengthen brand marketing communications is the brand strategy successfully realize three major fulcrum . Finally, the company brand strategy implementation process exists for the risk prevention and control. I hope this result for the implementation of brand strategy to provide theoretical and practical guidance, and for our country small and medium-sized enterp