《厦门翰普电子公司品牌经营问题及对策研究》.docVIP

厦门翰普电子公司品牌经营问题及对策研究 ［摘i要］随着市场经济的不断发展，企业而临的市场竞争空前加大。品牌经营作为企业核心 竞争力提高的关键手段，越来越受到企业重视，但不少企业由于品牌经营经验欠缺，导致品 牌经营依旧存在着不少问题，严重制约着企业品牌声誉的提高。本文对厦门翰普电子公司为 例，对其品牌经营问题及对策进行了研宄，首先介绍了品牌经营的概念、品牌经营策略的作 用；然后介绍了当前翰普电子公司现有品牌经营策略；接着基于品牌行业市场定位、品牌创 新、品牌公关危机、品牌推广四个方面，着重分析了翰普电子公司品牌经营中存在的问题； 最后针对性地提出了解决品牌经营问题的对策。 ［关键词］品牌品牌经营对策 Study on the problems and Countermeasures of brand management of XiamenHanpu electronics company [Abstract] With the continuous development of the market economy，enterprises are facing an unprecedented increase in market competition. Key means of improving brand management as the core competitiveness of enterprises，more and more attention by enterprises, but many enterprises due to the brand management lack of experience，resulting in brand management still exist many problems, seriously restricts the enhancement of corporate brand reputation. Xiamen Hanpu electronics brand management problems and countermeasures are researched in this paper. Firstly, the paper introduces the role of brand concept, brand management strategy; then introduced the current Hanpu electronics company brand management to achieve results; then based brand position in the market, brand innovation，brand crisis public relations，brand promotion four aspects，analyzes Hanpu electronics company brand management in the existing problems. Finally，put forward suggestion to solve problems in brand management strategy. [Keywords]Brand Brand Management Countermeasure TOC \o 1-5 \h \z 弓唁 1 HYPERLINK \l bookmark2 \o Current Document \h 一、 品牌经营概述 1 HYPERLINK \l bookmark3 \o Current Document \h （一） 品牌的概念 1 HYPERLINK \l bookmark4 \o Current Document \h （二） 品牌经营的概念 1 HYPERLINK \l bookmark5 \o Current Document \h （三） 品牌经营策略的作用 2 HYPERLINK \l bookmark6 \o Current Document \h 二、 厦门翰普电子公司品牌经营现状分析 2 HYPERLINK \l bookmark7 \o Current Document \h （一） 厦门翰晋电子公司简介 2 HYPERLINK \l bookmark8 \o Current Document \h （二） 厦门翰普电子公司现有品牌经营策略 2 HYPERLINK \l bookmark13 \o Current Document \h 三、 廈门翰普电子公司品牌经营存在的问题 3 HYPERLINK