《华帝品牌建设与发展研究》-毕业论文设计.docVIP

桂林理工大学本科毕业设计·论文 PAGE 19 毕 业 设 计（论文） 题目: 华帝品牌建设与发展研究 内容摘要 品牌是企业或产品个性化的字号，其无论是对企业还是消费者来说，都是重要的。品牌建设就是让企业品牌的良好形象深深刻在消费者心里面去，提升企业产品知名度。在当今国际国内市场竞争日趋激烈的情况下，品牌可以比众多竞争者夺得更大市场份额，获取超额利润，促进企业成长。然而有的企业对品牌概念认识不清，抱着短期功利思想匆忙投身于品牌建设，没有打造品牌应有的内涵和核心价值，以及对创建所耗费的企业资源估算不足，使品牌起不到应有的作用。本文就从品牌的概念出发，分析品牌建设，并以中山华帝燃具股份有限公司为例，研究其品牌建设过程、解决其现存问题并分析其未来发展的方向，为我国的企业品牌建设及发展提供了参考及借鉴意义。 关键词:华帝品牌建设 ；企业文化；核心竞争力 Abstract Study on the brand construction and development vatti Name: The brand is the enterprise or individual name, whether on business or consumers, are important. Let the good image of the company brand is engraved in the consumer heart is the brand construction, promote the enterprise product awareness. In the current international and domestic market competition is becoming increasingly fierce, brand than many competitors to win greater market share, access to excess profits, to promote enterprise development. However, some enterprises awareness of the brand concept is not clear, holding short-term utilitarian thoughts rushed into brand building, brand building should not the connotation and core value, and estimate the cost to create the enterprise resources, make the brand not play a role. This article embarks from the concept of brand, brand building and analysis, taking Zhongshan vatti appliance Limited by Share Ltd as an example, the process of brand building, to solve the existing problems and analyzes its future development direction, which provide the reference and reference for the enterprise brand construction and development in China Keywords: Vatti brand construction； HYPERLINK /s?wd=corporate%20culture \t _blank corporate culture； HYPERLINK /s?wd=core-competitiveness%20 \t _blank core-competitiveness 目录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc370624722 内容摘要 PAGEREF _Toc370624722 \h II HYPERLINK \l _Toc370624723 Abstract PAGEREF _Toc370624723 \h III HYPERLINK \l _Toc370624724 目录 PAGEREF _Toc370624724 \h IV HYPERLINK \l _Toc370624725 引言 PAGEREF _Toc3