大学本科毕业论文市场营销专业.doc

第 PAGE 2 页 共 NUMPAGES 12 页 目 录 1简述································································2 2品牌的相关理论及苏宁电器的基本情况··································3 3贵州苏宁电器集团的市场地位··········································4 4贵阳苏宁电器集团品牌发展市场环境分析（SWOT）························4 4.1贵阳苏宁电器集团品牌发展具有的自身优势分析·························4 4.2贵阳苏宁电器集团品牌发展具有的自身劣势分析·························6 4.3贵阳苏宁电器集团品牌发展面临的外部机会·····························6 4.4贵阳苏宁电器集团品牌发展面临的威胁·································7 5制约贵阳苏宁电器集团品牌营销绩效的因素及存在的问题···················7 5.1制约贵阳苏宁集团品牌营销绩效的因素··································7 5.2贵阳苏宁集团集团品牌营销存在的问题··································8 5.2.1品牌定位重复······················································· 5.2.2多品牌管理缺乏规范化··············································· 5.2.3多品牌扩大规模但却消弱了自己的竞争优势····························· 6进一步提高贵阳苏宁电器集团品牌营销绩效的若干策略······················9 6.1加深消费者对贵阳苏宁集团的文化内涵···································9 6.2多品牌策略的重点应立于核心品牌·······································9 6.3实施多品牌策略必须加强品牌关系管理··································10 6.4提高服务质量························································10 6.5积极有效的渠道维护策略·············································10 6.5.1调整渠道内的价值链················································ 6.5.2建立有效的销售拜访················································ 7结束语································································12 参考文献·······························································12 论贵阳苏宁电器集团品牌营销策略 ? 随着国内经济的快速发展，国外跨国公司与知名品牌已大举进入我国市场，我国企业和产品与世界知名品牌的企业和产品在同一市场角逐，产品的竞争实际已过渡到品牌的竞争。因此，积极开展品牌营销，对于我国企业是当务之急。贵州苏宁电器集团要在激烈的市场竞争中继续保持行业领先地位，就必须进一步强化品牌意识、加强品牌管理、发挥品牌营销的竞争力。本文在对贵州苏宁电器集团的市场背景和竞争环境进行介绍的基础上，系统分析了制约贵州苏宁电器集团品牌营销绩效的因素及其存在的问题，进而提出了进一步提高贵州苏宁电器集团品牌营销绩效的若干策略。 关键字 品牌 品牌营销 策略 论贵阳苏宁电器集团品牌营销策略 随着科技的不断创新，企业都面临着来自于世界强劲对手的挑战。如果一个企业缺乏优秀的市场品牌，完全可能将面临被收购、兼并、重组、甚至淘汰，当然电器行业也不例外，面对这种情况贵州苏宁电器要继续保持行业领先地位，就必须在已实施的“多品牌”策略上加强品牌管理，进而充分发挥品牌营销的竞争作用。 品牌的相关理论及苏宁电器的基本情况 品牌，就是产品的牌子，通常由名称、标记、符号、图案和颜色等要素或者这些要素的组合构成，是用来辨认某一个组（产品）或服务使其与竞争者相区别，它代表着卖者对交付给买者的