在中国Tesco乐购超市品牌销售战略.docVIP

PAGE 毕 业 设 计 (论 文) 设计题目:在中国Tesco乐购超市品牌销售战略 摘 要 “品牌”是一种无形资产；“品牌”就是知名度，有了知名度就具有凝聚力与扩散力，就成为发展的动力。企业品牌是城市经济的细胞，企业品牌是带动城市经济的动力。而企业品牌的建设，首先要以诚信为先。其次，企业品牌的建设，要以诚信为基础，产品质量和产品特色为核心，才能培育消费者的信誉认知度，企业的产品才有市场占有率和经济效益。? 一个强而有力的品牌可以为企业带来更高的消费者忠诚度，排除竞争对手价格下降或新品上市带来的压力，以此带来更高的利润，支持产品延伸，同时使产品占据市场优势。只有当品牌具备一定的“资产”时，企业才有可能保持长期的增长和赢得顾客忠诚，所以创建品牌是实现企业可持续发展的必要手段。? 本文首先从品牌定位的含义说起，然后阐述其重要内容，表现形式，研究方法，影响因素，再通过科学分析Tesco乐购超市在品牌定位中遇到的问题总结出的丰富经验，最后总结品牌战略应遵从有益启示。 【关键词】 创建品牌 无形资产 品牌战略 Abstract Brand is a kind of intangible assets; Brand is popularity, the popularity is a cohesive force and diffusion, become the driving force of development. The enterprise brand is the city economy cells, enterprise brand is promote urban economic power. And the enterprise brand construction, must first by the good faith first. Second, the enterprise brand construction, to take the good faith as the foundation, the quality of the products and product a powerful brand can for enterprise to bring higher consumer loyalty, eliminate their competitors down prices or new products on the market with the pressure of this, bring higher. This paper from the brand positioning, then explain the meaning of the speaking of its important content, form, research methods, influence factors, again through the scientific analysis of the Tesco supermarket Tesco brand positioning in the problems in the sums up the rich experience, and finally summarizes brand strategy should follow beneficial enlightenment. 【Key words】Brand Sales Brand strategy 目 录 TOC \o 1-2 \h \z HYPERLINK \l _Toc274331785 摘 要 PAGEREF _Toc274331785 \h I HYPERLINK \l _Toc274331786 Abstract PAGEREF _Toc274331786 \h II HYPERLINK \l _Toc274331787 第一章 引言 PAGEREF _Toc274331787 \h 1 HYPERLINK \l _Toc274331788 1.1研究背景 1 HYPERLINK \l _Toc274331789 1.2研究目的 2 HYPERLINK \l _Toc274331791 第二章 品牌销售战略的相关理论综述 PAGEREF _Toc274331791 \h 3 HYPERLINK \l _Toc274331792 2.1品牌的定义 PAGEREF _Toc274331792 \h 3 HYPERLINK \l _Toc274331793 2.2品牌战略的含义及其内