跨国公司在华品牌策略研究-产业经济学专业论文.docxVIP

s2s。8譬内容提要 s2s。8譬 内容提要 品牌问题一直是市场营销学中的一个露要领域，并逐渐发展成为市 场营蘩的焦点和核心溺题。农当代，品辟锋秀舞展营镑活动曲重要手段， 已成为企业争夺舜口占领市场的重要冀具。一个企业只有产品，没有品牌， 那就是一个十分脆弱的企业，甚至适一个长不大的企业。从百年不衰的 企业发展史，到富可敬国的跨国公霹，无不是握撵独特的品牌。谁抓住 了企业的根本，谁就抓住了市场竞夺的关键。 申演已加入WiO，蘑际跨国知名品牌可以更加鸯由地进入我麓事场。 面对实力雄厚地跨国茹牌的强大竞争，本土弱势品牌的企业将会受到致命 褥冲击，市场也必将发挥蠢强势品牌吞摔弱势品牌镌一般撬律。蓠诧，了 解国际著名品牌经营法则，提高本土品牌缀营水乎，增强品牌竞争力，从 而打遣斑真正能与跨圆品牌相抗衡的本土强势品牌，已成为中国企业界的 当务之急。 本奠：正是从以上角度出发，在对品牌的内涵、特征、功能、理论发 展等穰荚缸识进行详缎鬻述惫，重点辞跨辫公霉农我国品牌经营褥成功 浆略进行了综含分析岛归纳，并在岛跨国公司品牌经营对比的基础上， 黼述了本土企娩在品牌经营过程中存在的问题，提出了提升本土品牌竞 争力、爨造自已真正意义上强势品牌的相美对策与建议。 美捷词：品牌铃值跨嚣品肄品牌定往品牌管理 AbstractAs Abstract As we all know,brand is very important in the field of marketing．It has been growing the COre question in the marketing．As an important means， brand has been the key factor for company to succeed in the market．A company only has products will not grow strong．It must have strong brand． With the China entry into the WTO，intemational brand wilt accelerate to invade Chinese market．Face to the strong brand，domestic brand will be influenced fatally．Market will also present the objective law that strong brand devour feeble brand．Therefore，it’S very necessary for domestic brand to take general understanding about operating of international brand协build own strong brand。 Based the above，the first part of this paper elabomtes the theory of brand such the definition and function of the brand。镌e second part of this paper emphasizes the brand management of international company in China． This part is the most important of this thesis．硅e third part of this paper explains the of the brand management of the domestic company compared with the international company．瓢e last part of this paper put forward some suggestions to strengthen competitive ability of the domestic brand． Key Words：Brand value， l珏糖rnational brand Brand management， Positioning of brand 颤{：学垃}杂支 颤{：学垃}杂支 跨黧公司在肇晶肄策略辑究 芬|言 藏赘攘入WTO，熬令孛黧