鱼峰产品品牌发展战略研究管理科学与工程专业论文.docxVIP

硕士论文 硕士论文 “鱼峰”产品品掉发展战略研究 摘 要 追求品牌就是追求卓越。市场经济营造的品牌是个超乎以往品牌产品的新概念。 品牌产品不是企业自封的，也不是政府命名的，要靠在长期积累、积极培育、刻意 创造市场竞争中确立起来。品牌还是个“全优”的概念，具有丰富的内涵和广阔的 外延，除了要搞好产品质量和服务质量这个主旋律，在款式、价格、信誉等方面全 面塑良好的公众形象以外，还要深层发掘内涵和积极创造外延。品牌产品的意义， 远远超出产：品本身，不仅是消费者对某个具体产品的评价，而是对企业整体评价。 尤其是物质因素经数番轮回很难有大的突破时，其信誉价值和权利价值能给企业带 来巨大的品牌效应。 本文从品牌发展战略的几个方面：产品质量管理战略、顾客满意度战略、创新战 略(观念创新、技术创新、管理创新)、知识产权保护战略和cI战略和战略实施方 案等进行了详细的阐述。最后结合柳泥集团的品牌经营战略设计与实施的实际经验， 说明实旌品牌战略的成功之处、通过品牌战略如何达到增强竞争力。 关键词：品牌竞争信誉评价战路 硕士论文 硕士论文 “鱼峰”产品品牌发展战略研究 ABSTRACT To seek theorand iS to seek the excellence．The brand created in the environment of market economy iS a new conception that exceeds all the brands of product．Neither named by enterprise itself nor nominated by the government，the brand Can only established for long time accumulate，active training．Sedulous creation and competition in the market．Because the brand is all entirely new conception with abundant meaning and wide extension．So we need not only offer the good quality ofproduct and services tO the client，but also train the good public impression in all aspects，Especially based on the price，design and credit．The meaning of product with good brand is far transcending the product itself,which embody the evaluation of the enterprise entirely more than the product than the product itself Especially,when the factor of matter Call not have the portend impression on people，the value of credit and right of the product Can bring the product or great domino offset． The main factors about building up the brand are discussed in the article in detail， such production quailty stratagem，customer satisfaction stratagem，initiative stratagem (including the conception initiation，technology initiation，management initiation)，and SO on．At last，、vith the experience gained by LIU NI CORPORATE．the article tells the benefit of brand stratagem，and how to build up the competitive ability of the corporate by applying the brand stratagem． Keyword： brand competition credit estimate stratagem 堕主垒查 堕主