企业品牌与产品品牌的协同关系研究

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1、在的问题和原因进行分析；最后，对QF生产型企业产品品牌存在的问题和原因进行分析。(4)对QF生产型企业品牌实施方面的建议。主要包含的内容有对企业品牌与产品品牌的定位协同，提出了企业品牌定位、产品品牌定位和两者之间存在的关系看法；对企业品牌与产品品牌运营协同方面的研究，提出了确定组织和共享部门职能；对企业品牌与产品品牌传播协同，提出了市场推广、传播形式和领导形象塑造及推广等方面的建议。(5)对本论文进行了全面总结，对以后的研究进行了展望。关键词：企业品牌；产品品牌；协同管理IIResearchoncollaborativere

2、lationshipbetweenenterprisebrandandproductbrandAbstractBrandisthemostvaluableintangibleassetsoftheenterprise，intheenterprisebusinessactivitiesplayaveryimportantrole．Inrecentyears，alongwiththeproductcompetitioninv撕ousindustriesisbecomingincreasinglyfierce，theconsurl

3、lerbrandawarenessgraduallyimprove，thecolestrategyforthedevelopmentofVar'ioustypesofenterpriseshavehadafar-reachingimpactasabrand．Somevisionarymanufacturingenterpriseshaverealizedtheimportanceofbrandforthebusiness，fromproductmanagementtobrandmanagementtomanufacturin

4、gindustrygraduallyenteredtheeraofbrandcompetition．However，thecurrentmanufacturingbrandstatusofCompaniesintheindustryisnotoptimistic，inadditiontoanumberofwell—knownbrandswithmanufacturingenterpriseshavegraduaJ

5、yawareoftheoutsideofthebrandconstruction，mostmanufacturi

6、ngenterprisesinbrandbuildingisaseriouslackofvalidity，orfortheunderstandingofthemanufacturingindustrybrandconstructionisnotprofoundenough，theenterprisebrandandproductbrandseparatedfromeachother，Cannotbefullyeffectiveplayoutbetweenthesetwoaspectstodowithsynergisticef

7、fect．Howtorealizethecollaborativeconstructionofmanufacturingenterprisesintheenterprisebrandandproductbrand，brandmanagementstrategicman．agementgoal，hasbecomeanimportantsubjectofurgentneedtostudyandtheurgentneedtoaddressChina'smanufacturingenterprisesandacademia．Inth

8、eprocessofthisstudy，malflyusestheliteratureresearchmethod，observationmethod，interviewmethod，casestudymethod，questionnairesurveymethod，experiencesl咖arymethodandsummarizedmethod．Thispaperstudiesusingtheabovemethodarestudied，thespecificcontentsareasfollows：(1)introduc

9、tion．Someofthespecificcircumstancesofthethesisareexplained．Mainlyincludestheresearchbackground，purposeandsignificance，researchstatusathomeandabro