毕业论文--家电制造业品牌运营研究.docVIP

家电制造业品牌运营研究 摘要 在经济不断发展，市场扩大化的这个时代，同时，又是在竞争激烈的市场中的角逐，品牌的较量显得尤为重要；随着经济全球化的进一步发展，我国经济正在以前所未有的速度融入世界经济循环当中，全球市场的竞争格局已经转变为品牌竞争格局，我国家电制造业在国际市场上直接面对欧美发达国家的强势品牌的竞争，品牌运营战略是家电制造业企业强大的必由之路！随着经济的快速发展，我国大城市消费者已经有了很强的品牌消费意识，中小城市及农村市场品牌意识也在快速增强。强化品牌，尤其对家电制造业领域的企业，将是非常重要的工作，其带来的收益将是巨大的和长远的。运用列举实例，对比分析，图表数据分析等相结合的方法，以我国三大品牌家电制造业企业：海尔，TCL，格兰仕为例，来讨论我国品牌家电制造业企业选择的品牌运营策略，指出家电制造业在品牌运营上存在的问题，并在此基础上借鉴国外家电制造业品 牌运营成功经验，提出从产品本身质量服务的水平实施准确的品牌市场定位加强品牌的推广加强品牌的维护和创新It is a era that economic keep developing fast and market keep expanding. In a highly competitive market, the brand competition is particularly important. With the further developing of economic globalization, Chinas economy is joining into the cycle of the world economy at an unprecedented rate. The global competitive structure has been transformed into brand competition structure. Chinas home appliance manufacturers are directly facing to the competition of developed preponderant brand from European and American in the international market. The brand strategy is the only way to strong for home appliances manufacturing enterprises in China. With the rapid economic development, consumers in megapolis of China already hold a very strong brand awareness. Brand awareness are also rapidly increasing in the consumers from medium and small cities and rural markets. It is a very important work to strengthen the brand, particularly for the manufacturing enterprises in the field of home appliance. The benefits from the work will be enormous and long-term. Cited the use of examples, comparative analysis, charts, combination of data analysis methods to the three major brand home appliances manufacturing enterprises in China: Haier, TCL, Galanz, this paper is to discuss the choice of which hold strong brand in brand operation strategy, to point out the problems exist in home appliance manufacturing enterprises’ brand management. And based above, consulted the successful experiences of brand operating abroad, this paper suggested to upgrade Brand