海尔集团内部审计地定位与发展.docVIP

PAGE PAGE II 中 文 摘 要 班尼路是一个意大利品牌，但它进入我们国内市场之后，却发展得很迅速。在进口品牌当中也算得上是能够做得起大量平民的生意，也称得上是平民品牌。身边几乎每个人都起码有一两件班尼路的衣服，由此引起我对这个品牌的经营战略有了一定的兴趣。然而渐渐发现但它并非就此停止对高档产品的发展，它抓住高消费者不愿意与平民用同一品牌的心理，另起一高档品牌给高消费群体消费，从而获得另一消费群体的市场。这又让我觉得这种战略方式很有趣。 所以通过本次对论文的研究，我对班尼路进行一次透彻的探讨和分析，我可以进一步了解到该企业的市场销路和战略方向。也对这个既能得到大众民心，又能抓住高消费群体的品牌在两个消费群体中如何相互兼顾经营有深一层的理解。从中得到一些管理方面的借鉴知识。下面让我们一起来了解班尼路公司的品牌经营战略吧！ 关键字:班尼路 品牌 经营战略 探讨 Abstract Baleno is a Italy brand, but it into our domestic market, but develops very rapidly. In the import brands can be considered to be a large number of civilian business, also be civilian brand. Side almost everyone at least one or two Baleno clothes, resulting in the brand management strategy has some interest in. However, gradually found but it is not a stop on high-end product development, it captures the high consumer is not willing to use the same brand and common psychological, another luxury brand to the high consumption, thereby obtaining a consumer market. It makes me feel that this strategy is very interesting. So by the time on study, I on Baleno conduct a thorough discussion and analysis, I can understand further the enterprise market and strategic direction. Also on this can get public support, but also to seize the high consumption group brand in two consumer groups are both operators have a deeper understanding of. Get some reference in the knowledge management. Let us get a better understanding of the company s brand management strategy, baleno! Keywords: Baleno Brand Business strategy Discuss 目 录 TOC \h \z \t 华工1,1,华工2,2 HYPERLINK \l _Toc318620569 1 绪论 PAGEREF _Toc318620569 \h 1 HYPERLINK \l _Toc318620570 1.1 本文的研究背景及意义 PAGEREF _Toc318620570 \h 1 HYPERLINK \l _Toc318620571 1.2 班尼路公司面临的当今市场经济 PAGEREF _Toc318620571 \h 1 HYPERLINK \l _Toc318620572 1.3 班尼路公司能够发展到今天的原因 PAGEREF _Toc318620572 \h 1 HYPERLINK \l _Toc318620573 2 公司简介 PAGEREF _Toc318620573 \h 2 HYPERLINK \l _Toc318620574 3 品牌对企业的重要性 PAGEREF _Toc318620574 \h 4 HYPERLINK \l _Toc