工业品企业品牌构建的特征研究——以上海鸿盛鸿机电科技有限公司为例工商管理专业论文.docx

RESEARCH REPORT ON MANUFACTURING ENTERPRISE BRAND MANAGEMENT CHARACTERISTICS CASE STUDY OF BRAND MANAGEMENT IN HOSN ABSTRACT Brand has become an more and more important strategic tool in today’s competitve business enviroment. The implementation of brand strategy can improve the enterprises independent innovation ability．Therefore, to search for the relations among the brand building, brand strategy and growth of enterprises has become an important problem facing b many enterprises. Industrial goods,as a traditional product, is facing a big challeng in this rapid-changing economical environment. Only if the manufacturing enterprises could build a powerful brand, their industrial goods can yeild a high added value, which makes the manufacturing enterprises outdstanding in hot competition nowadays. This paper aims to find a effective way to build a powerful brand for manyfacturing enterprises, this paper describes three parts of the brand management: the understanding of brand, Core values for brand management and the promotion of brand strategy. This paper carries a case study to explain the manufacturing enterprise brand management characteristics．This paper chooses Shanghai Hosn to do the study work. KEY WORDS: Brand; Industrial Goods; Brand Management; Brand Strategy 目 录 第一章 绪论 1 HYPERLINK \l _bookmark0 1.1 研究背景与意义1 HYPERLINK \l _bookmark1 1.2 研究思路与内容2 HYPERLINK \l _bookmark2 1.3 研究框架2 HYPERLINK \l _bookmark3 第二章 文献综述3 HYPERLINK \l _bookmark4 2.1 品牌概述3 HYPERLINK \l _bookmark5 2.2 工业品品牌概述5 HYPERLINK \l _bookmark6 第三章 背景分析8 HYPERLINK \l _bookmark7 3.1 宏观环境 PEST 分析 8 HYPERLINK \l _bookmark8 3.2 鸿盛鸿所在行业竞争格局描述9 HYPERLINK \l _bookmark9 第四章 鸿盛鸿品牌基础15 HYPERLINK \l _bookmark10 4.1 鸿盛鸿简介 15 HYPERLINK \l _bookmark11 4.2 鸿盛鸿现状分析17 HYPERLINK \l _bookmark12 4.3 鸿盛鸿核心理念19 HYPERLINK \l _bookmark13 4.4 鸿盛鸿定位与发展战略20 HYPERLINK \l _bookmark14 第五章 鸿盛鸿品牌核心24 HYPERLINK \l _bookmark15 5.1 行业内企业和企业自身品牌现状分析24 HYPERLINK \l _bookmark16 5.2 结合公司战略确定品牌战略定位与发展目标25 HYPERLINK