《论区域性品牌扩张策略》【毕业设计论文】.docxVIP

武汉科技大学本科毕业论文 PAGE I 本科毕业论文 题目： 论区域性品牌的扩张策略 学 院: 管理学院 专 业: 市场营销 学 号: 学生姓名: 指导教师: 日 期: 二○一二年五月 PAGE II 摘 要 企业从创立再到成长，规模越来越大，市场辐射范围也越来越大。众多区域性品牌市场扩张成为经济领域的普遍现象。但区域性扩张风险伴随而生，区域性品牌扩张的成功率偏低。这就需要区域性品牌企业拥有科学的扩张策略，使区域性企业自身实力得到提高的同时，不断发展壮大。 本文首先阐述了区域性品牌扩张的内涵和特点，以及扩张的益处。其次，通过数据及现实观察，归纳分析了我国区域性品牌扩张的现状,进而提出扩张过程中产生的企业内部经济和外部经济问题。然后，综合运用相关理论，分析区域性品牌扩张中，各类影响因素对扩张的影响作用过程和结果。论文选择近年来我国区域性品牌扩张中具有代表性的例子，辅助说明各影响因素在现实中的体现。最后，运过SWOT分析，认清区域性品牌扩张企业的优劣势及面临的机会和威胁，综合各影响因素，及现实中的案例参考，从4P的角度提出区域性品牌扩张策略的路径选择，为区域性品牌扩张企业提供系统的策略支持。 关键词： 区域性品牌； 扩张策略； 路径选择  ABSTRACT From the creation to the growth，enterprise，s increasing scale of the market range of radiation is also growing. Many market expansion of regional brands is become a common phenomenon in the economic field. However, the risk of regional expansion is accompaning with it to be low success rate of expansion by the regional brand. So regional brands need scientific expansion strategy,in order to the regional enterprises strength has been increased at the same time, continue to grow and develop. Firstly, the article describes the content and features of the expansion of the regional brand, as well as the benefits of expansion。Secondly，by the data and realistic observation, inductive analysis status of Chinas regional brand expansion, and then put forward the question witch internal and external economies in expansion. Then, author use of the integrated theory to analysis all influencing factors that influence the process and results of expansion. Article select representative examples about Chinas regional brand of expansion in recent years in order to help to explain each factor to the embodiment in reality. Finally, by the SWOT analysis to clearly understand of the regional enterprises strengths and weaknesses , opportunities and threats. Facing various comprehensive influencing factors, and referencing reality case , path selection of the regional brand expansion strategy by 4P, in order to provide systematic expansion s