毕业论文钢铁企业品牌诊断及研究策略—以江苏沙钢为例.doc

钢铁企业品牌诊断及研究策略 —以江苏沙钢集团有限公司 目录 绪论················································································ 1.1选题背景及研究目的······························································ 1.1.1选题背景··········································································· 1.1.2研究目的·························································· 1.2 研究思路及主要内容····················································· 1.2.1 研究思路··········································································· 1.2.2 主要内容··········································································· 2 品牌的概念及其资产组成····················································· 品牌释义··························································································· 2.1对于品牌的理解······················································ 2.1.1 品牌构成的要数······················································ 2.2 品牌资产理论······················································ 2.3 品牌资产的定义······················································ 2.4 国外部分大集团公司品牌概况······································· 3 工业企业品牌建设的实践发展··········································· 3．1消费品品牌与钢铁企业品牌管理比较···································· 3．2钢铁企业品牌管理的特殊性······················································ 3．3钢铁企业品牌的隐形价值······················································ 3．4钢铁企业品牌建设的重要性······················································ 3.4.1获得更大的利润空间······················································ 3.4.2获得更多市场机会······················································ 3.4.3获得国际竞争优势······················································ 3.4.4提升钢铁企业产品的抗危机能力········································· 4. 沙钢股份品牌管理现状分析······················································ 4.1沙钢股份品牌标识的演化过程······················································ 4.2沙钢股份品牌建设历程·································································· 4.2.1已经开展的工作······················································ 4.2.2已经取得的成绩·························