大学本科工商管理毕业论文浅析企业的文化营销.docx

学海无涯苦作舟! 学海无涯苦作舟! 浅析企业的文化营销 摘 要 随着市场经济的发展和对外开放的扩大，零售行业逐渐进入了品牌竞争时代，市场 竞争越来越表现为品牌的竞争。四隆广场在竞争激烈的市场上如何赢得更大的市场份 额、提升品牌知名度是其当前所必须面临的现实问题。 本文在综述了品牌营销相关理论 的基础上，根据对四隆广场概况和品牌营销现状的分析，运用 SWO模型对四隆广场面 临的优势、劣势、机会和威胁进行细致的研究，发现四隆广场的品牌营销中存在不足。 并在以上研究的基础上提出了开展四隆广场品牌的宣传月、 设立客户服务窗口、建立强 有力的品牌管理部门和强化品牌营销的整合性的品牌营销策略和改进建议。 从而来完善 四隆广场的品牌营销。本文的研究旨在对鞍山本土企业的健康发展和四隆广场的品牌营 销具有一定的参考价值和指导意义。 关键词：品牌；四隆广场；品牌营销 The Marketi ng Research of Brand Developme nt ofAn sha n Sil ong Shopp ing Square Abstract With the developme nt of market economy and the enl argeme nt of ope ning to the outside world, the retail trade has entered the competitive era of brands gradually, and the market competiti on has displayed the competitio n for brand more and more. At prese nt, the realistic problem that Sil ong Shopp ing Square must face is how to gain greater market ing share and improve the brand popularity on fiercely competitive market. Based on the survey of the releva nt theory of brand marketi ng an dthe an alysis of the profiles and brand marketi ng status of Silong Shopping Square, this paper has made a painstaking research using the SWOT model on the advantages,disadvantages,chances and threatens which is Silong Shopping Square facing, the n has found out the deficie ncies of Silo ng Shopp ing Square brand market ing. Based on the research, this paper brings out the in tegrated brand strategy and related suggesti ons, in cludi ng hold ing the Silo ng Shopp ing Square public month man ageme nt departme nt to stre ngthe n the Sil ong brand. So as to perfect Sil ong Shopp ing Squares brand market ing. The research of this paper aims at hav ing certa in refere nee value and directive Signi fica nee to sound developme nt of An sha n local en terprises and brand market ing of Silo ng Shopp ing Square. Key Words : Brand; Silo ng Shoppi ng Square; Brand Market ing 目 录 TOC \o 1-5 \h \z \o Current Document 1绪论 1 \o Current Document 1.1选题背景 1 \o Current Document 1.2选题意义 1 \o Current Document 1.3国内外文献综述 2 \o C