海尔品牌营销策略分析.docxVIP

广东东软学院本科生毕业设计（论文） PAGE II PAGE PAGE 16 内容摘要 随着改革开放的不断深入发展，经济技术和市场竞争机制的不断完善，企业之间的竞争愈演愈热，从产品竞争转化为品牌竞争，这几年来，特别是家电行业可谓是激烈，海尔，国美，美的，格力等家电企业不仅加强产品的质量，更注重品牌营销和品牌形象，都希望能通过品牌的效应获得消费者，保持和维护品牌形象，同时扩展品牌延伸。本文分析了海尔集团在中国的品牌营销策略，解释和研究了海尔品牌的实施和发展，并对海尔集团成功地总结了海尔集团品牌营销所采用的做法，问题和行动进行了分类，通过优点和缺点，加以借鉴和学习。本文首先是描述品牌营销的相关理论，海尔集团品牌营销的现代形势与理论与实践相结合，解决海尔集团品牌营销的问题，特别是通过整合品牌扩展策略，改善信息和传播渠道，增强广告功能等手段来提高海尔集团品牌的营销水平，提出了一些实用可行的建议，重点关注以人为本的管理，“中国制造”的好处，实施营销理念以及当前的广告活动。最后是全文的结束语。 关键词： 海尔集团 品牌营销 营销策略 营销建议 Abstract With the continuous deepening of reform and opening up, the continuous improvement of economic technology and market competition mechanisms, the competition between enterprises has become more and more heated, and the transformation from product competition to brand competition has been fierce in recent years, especially in the home appliance industry. Haier , Gome, Midea, Gree and other home appliance companies not only strengthen the quality of products, but also pay more attention to brand marketing and brand image, all hope to obtain consumers through the brand effect, maintain and maintain the brand image, and at the same time expand the brand extension. This article analyzes the Haier Group ’s brand marketing strategy in China, explains and studies the implementation and development of the Haier brand, and categorizes the Haier Group ’s successful practices, problems, and actions in brand marketing by Haier Group. We should learn from the shortcomings.This article first describes the relevant theories of brand marketing. The modern situation of Haier Group brand marketing combines theory and practice to solve the problems of Haier Group brand marketing, especially by integrating brand expansion strategies, improving information and communication channels, and enhancing advertising functions. Means to improve the marketing level of Haier Group brand, put forward some practical and feasible suggestions, focusing on people-oriented management, the benefits of Made in China, the