品牌资产管理研究 毕业论文.docVIP

毕业论文 香港LA注会集团品牌资产管理研究  内容摘要 品牌资产早在20世纪80年代早期，首先出现在美国广告界，日益成为流传的概念。品牌资产作为企业最有价值的资产，引起了学术界的广泛兴趣和关注。品牌资产作为一种可以比在没有品牌的条件下获得更多销售额和利润的附加值，同样受到咨询公司和市场研究机构及具体企业的重视。本文研究了香港LA集团的品牌资产建设。首先，本文在对品牌资产深度分析的基础上，深入了解了注册会计行业的市场竞争情况；其次，通过调查研究的方式，从品牌资产的五个维度，对LA品牌资产的现状、特点和问题进行了分析。最后，对企业品牌资产建设提出了建议，其中包括完善员工内部营销体系、CEO品牌以及品牌机构的建立等。 关键词：香港LA注会集团，品牌资产，品牌忠诚  Abstract brand assets early in the early 1980 s, first appeared in the advertising industry is increasingly becoming the spread of concept. The brand assets as enterprise most valuable assets, cause the academic interest and concern widely. The brand assets as a can in no brand than under the conditions of the gain more the added value of sales and profits, also be consulting company and market research institutions and the enterprise value. This paper studies the brand assets of Hong Kong LA group construction. First, in this paper the brand assets depth on the basis of analysis, in-depth understanding of the registered accountant industry market competition; Second, through the investigation and study of the way from the brand assets in five dimensions, LA brand assets to the present situation, characteristics and problems are analyzed. Finally, the enterprise brand assets construction made Suggestions, including perfecting marketing system, CEO of internal staff brand and brand establishment, etc. Key words: Hong Kong LA note will group,brand equity,brand loyalty  目录 一、香港LA注会集团的品牌资产管理综述···························································1（一）公司介绍··························································································1（二）市场状况和竞争情况············································································1 （三）品牌资产管理的现实意义·······································································2 二、LA公司企业品牌资产管理的现状·································································2 （一）公司声誉··························································································2（二）知觉品质和品牌忠诚度············