某公司产品品牌管理研究

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1、Abstract硕士论文Asan1nvisibleasset，brandhasbecamemoreandmoreimportantinrecentmarketeconomy,whichhappensalsoinhealthcareproductsindustry．Inrecentyears，manyfamousbrandscontinuallycomeoutwhilethemarketcompetitionbecomesmoreandmorefiercely，inwhichsituation，manyhealthcareproductscompaniesmeetas

2、eriesofproblems，e．g．howtohighlighttheirownbrandimages，howtoestablishthebrandcognitiveandhowtopreservethepopularityoftheexistingbrand．Excellentbrandmanagementhasbecameanimportantpartofcomprehensivecompetitivenessofhealthcarecompanies．Firstly,somebasicinformationanddataofhealthcareproduc

3、tsindustryandAcompanyisaccumulatedandthemodemtheoryofbrandmanagementisinvolvedinthisthesistohelpanalyzethemarketingenvironmentandthebrandcognitiveandbrandfavoriteoftheproductsinShanghai，Hangzhou，andNanjin，andtostudythecustomers’behaviorsinthesethreeareas．Secondly,Acompany’Smanagementis

4、interviewedtoexplainthebrandpositioning，brandpromotion，andbrandimagerecognitionofAcompany’Sproducts．Accordingtothequestionnaireandinterviewinvestigation，thecurrentbrandmanagementisanalyzedandstudied．Finally,accordingtothetheoreticalanalysisandobjectivecircumstances，somesupportingmeasur

5、esabouthowtoimproveAcompany’Sproductsbrandmanagementareraised．Thesemeasurementswillspeciallyfocusonthepertinence，feasibilityandmaneuverability．Hopefully,thesemeasurescouldbeusedasreferenceofbrandmanagementforsomehealthcarecompanies．Keywords：HealthcareProducts，BrandImage，BrandAwareness，

6、BrandManagement，ProductBrandofACompanyII硕士论文A公司产品品牌管理研究目录摘要。。。．。。．。。。．。．⋯。。⋯。。。⋯。。．．。⋯⋯。。．．。。．⋯。．．。．。⋯。．。。⋯。。⋯⋯⋯．。IAbstract．．．⋯．．．⋯．⋯．⋯．．．．⋯⋯．⋯⋯⋯．⋯．．⋯⋯．⋯．．．⋯．⋯．．．⋯．．．⋯．．⋯．．．．．⋯．⋯．．．⋯．．．．．．II1绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1研究的背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2研究目的与意义⋯⋯⋯⋯⋯⋯⋯⋯

7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．3研究的内容与方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．4研究思路及论文框架⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．4．1研究思路⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．4．2论文框架⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯22文献综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．42．1品牌的定义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯42．2品牌管理的基本理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯42．3国外品牌管