广东gl公司品牌规划的研究

《广东gl公司品牌规划的研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、MBA学位论文作者：胡毅顺广东GL公司品牌规划研究ABSTRACTWiththeaccelerationoftheprocessofglobaleconomicintegration，theincreasingdevelopmentofmarketeconomy,graduallyraiseofpeople’Slivingstandards，Chinahasenteredtheeraofbrandcompetition．Asthemostimportantintangibleassets，brandisincreasinglybecomingthebasisofente

2、rprises’survivalanddevelopment．Lookingovertheglobaleconomicsituation，thecountries’strengtharealsoreflectedinthecompetitionamongalltheworld．classbrands．Astheworld’Sfourth．1argesteconomy,Chinahasheavyresponsibilityinthefieldofbrand．Inrecentyears，manytextiletradedisputehasclearlyreflectstha

3、tChinesetextilebrandsareintheweakstatusintheinternationalmarket．Now,brandhasbecomethefocusofthemarketcompetition．Withexcellentbrandmarketingandbuilding，alargenumberofinternationalrenownedbrandshaveownedthehugeshareofChinesemarket．TheirsuccesseshavemadeChineseenterprisesdeeplyrealizedthei

4、mportanceandvalueofbrands．However,themajorityofChineseenterpriseshaveinsufficientunderstandingoftheimportanceandnecessityof-brandcreation，planning，management，communicationandSOon．Inthebrandbuilding，suchashowtOplanandaccuratelypositionbrandandhowtoaddvaluethroughbrandequitymanagement，Chin

5、eseEnterprisesneedtObefurtherstandardizedandimproved．GuangdongGLisamediumfabrictextileenterprise．Afterthelaborpainoftransferringfromstate-ownedtoprivatein2001，with7years’development，GLhasgraduallyholeditsowninthemarket．Recently,alongwiththeopeningenlargement，themarketcompetitionwhichnati

6、onaltextileenterprisefacedisevenmorefierce．Sowithlocalgovernment’Ssupport，GLdecidedtoimplementbrandstrategy．Basedontheresearchofbranddevelopmentprocessandrelativetheories，thisarticletotallyanalyzestheGLbrandenvironmentanddevelopingprocess，frombrandplanning’Sangle．Itmainlymakesclearofthea

7、dvantagesanddisadvantagesofGUsbranddevelopment，plansanddesignsGLbrand，thenproposescountermeasuresofplanmanagementandcommunication．Thesignificanceoftheresearchisaimingatgropingafeasiblepracticalmodelofbrandplanningfor．thesmallandmediumenterprises，whichoftenhaveneglectedbra