大运摩托车制造有限公司品牌竞争力的分析.docVIP

广东白云学院 佛斯弟摩托制造公司品牌竞争力探析 PAGE 毕业设计（论文） 题目： 大运摩托制造公司品牌竞争力探析 大运摩托车制造有限公司品牌竞争力的分析 摘 要 品牌竞争力是企业核心竞争力的外在表现。在经济全球化进程中，我国企业必须重视企业品牌竞争力的战略选择，必须善于整合品牌，以此提升企业竞争力。本论文首先从理论上阐述品牌竞争力的涵义，特征，评价指标体系，其次主要将摩托车行业内各品牌的竞争力进行比对，并以精确的数据和实例阐明品牌竞争力塑造的重要性，做到理论与实际相结合。最后在参考大量文献资料的基础上，本论文提出了解决佛山市大运摩托车制造有限公司品牌竞争力问题的相应的对策。本文作者希望其研究结论能对该公司塑造和提升自身的品牌竞争力有一定的参考价值。 关键词：摩托车；品牌；品牌竞争力；塑造 STUDY ON BRAND COMPETITIVENESS OF FOSTI CPMPANY ABSTRACT Brand competitiveness is the external performance of enterprise’s core competitiveness. In the process of economic globalization, Chinese enterprises must attach importance to the strategy of enhancing the competitiveness of corporate brand. Therefore, we must integrate the brand to enhance our competitiveness. This paper first theoretically defines the meaning of brand competitiveness, characteristics and evaluation index system. Secondly, it compares the brand competiveness among main companies in the motorcycle industry, and clarifies the the importance of brand competitiveness shaping with accurate data and examples collected. Finally, in reference to a large number of documents, the thesis puts forward suggestions to solve the FOSTI CO.’s problem of enhancing brand competitiveness. The authors hope this research can enhance the competitiveness of the company’s brand with a certain reference value. Key words: motorcycle； brand； brand competitiveness； establishment 目 录 1 绪论 ……………………………………………………………………………………….1 1.1 研究的背景……………………………………………………………………………. 1 1.2 研究的目的和意义……………………………………………………………………. 1 1.3 研究方法及主要创新…………………………………………………………………. 2 1.4 论文构成………………………………………………………………………………. 2 2 企业品牌竞争力的相关理论……………………………………………………………….4 2.1 企业品牌竞争力的涵义………………………………………………………………. 4 2.2 企业品牌竞争力的特征……………………………………………………………….4 2.3 品牌竞争力评价指标体系的构建…………………………………………………….5 3 我国摩托车企业品牌竞争力现状分析…………………………………………………….6 3.1 当前经济形势下国内摩托车行业现状及未来预测…………………………………. 6 3.1.1 国内摩托车行业基本情况……………………………………………………….6 3.1.2 国内摩托车消费需求分析………………………………………………………. 3.1.3