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哈尔滨工业大学工商管理硕士学位论文
哈尔滨工业大学工商管理硕士学位论文
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Abstract
Brand as the more high-end competition form than the channel, price war, has always been valued by the business. Discussed how to carry out the brand management and the depth of excavation of brand value, enhance the competitiveness of enterprises is the purpose of this article.
Based on the previous brand and brand management theory undertook retrospective with the analysis, through the brand management and brand related work content, put forward clearly to brand management is not the brand concept, clarify the problem easy to confuse the two. Previous research on brand management is put forward too one-sided, ignoring the brand management of the dynamic, comprehensive properties. After that, this paper takes Harbin Pepsi as the research object, through its brand management status of review and, pointing out the management, marketing, implementation and innovation from four aspects of the existing problems of brand management. Through to analysis the existing problems, not only find out the Harbin Pepsi brand management existing problems specific to more important is once again proved the brand management related properties. Finally, according to the above problem, in the analysis of Harbin Pepsi Cola companys existing brand management on the foundation of the advantage, put forward the management model should have the seven elements and the combination of Harbin Pepsi realistic working features from four aspects to build a suitable brand management model. On the management model under the guidance of the theory, combined with the actual work needs the Pepsi Cola company puts forward the current brand mana gement for the specific solutions and the implementation steps and researches.
Through the above analysis, the article thinks, brand management differs from the brand itself static result, but a dynamic process, the core value and the external environment and resources have a strong interaction needs, is the e
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