博美装饰城品牌管理之研究

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1、西南交通大学硕士学位论文博美装饰城品牌管理之研究姓名：郭柱兴申请学位级别：硕士专业：工商管理指导教师：郭强20070301西南交通大学硕士研究生学位论文第1I页AbstractInthefiercemarketcompetition，andbusinessdevelopmentandsplendorbrandisthekeyfaclorintheSUCCESSorfailureofthewarbusinessdecision．ModemeconoIIliccompetitiveness，inasense，isthebrandcompetition．Bra

2、ndisthelifeandthecore．Theoverallqualityofenterpriseperformance．Inthemarkettoachievesustainabledevelopment，onesolutionistobuildastrongbrand．Manyforeigncompanieshave蝴sfullyestablishedaworld-renownedbrand，domesticenterpriseshavestartedtohaveakeeninterestinbrandbuilding．Thisinteresti

3、nthePauseandpartlybecausewehaveseenhowthepoweroftheworld’Smostpowerfulbrandsnoon；partlybecausewearemoreseriousstrategicthinking，long-termvisiont0lookatthedevelopmentofenterprises．Thispaperintroducedthefirstforeignbranddevelopment，brandmanagememanalysisofthecurrentsituationandprob

4、lemsfromalargenumberofstrongbrandsexplorethecreationanddevelopmentofthebrandstrategyforChina'senterprises．othersusetheadvancedexperienceandtheoretical：KotlerMarketingtheory，modemintegratedmarketing．andthecmentnumberofsucr：essfulbrandbuildingourcase，130U．S．compaIliestargetingthecu

5、rrentsituation，tothedevelopmentandgrowthofenterprisesandforeignenterprisestocompete，wemustfollowtheroadofbuildingbrands．broughtoutanumberofproposals．Theresultsoftheanalysis，thispaperuniquetoseethatkindofdominantpatternthatiftheydonotstrengthenthebrand，theimpactofforeignbrandsface

6、strongthatthemarketwillbeaaayinthenearandregroup，thestrongvictorytheweakwilldisappear．Inaddition，thecombinedcompany'sU．S．operationsBomadesomeimprovements，brandbuildingapproach：(1)seizethebrandpositioningtasktomeetthechangingneedsofcustomers，(2)recognizedbrandssuchasdesign，tomeetg

7、／lstomerdemandforhJ【gh—levelfocusondemand；(3)themaintenanceandexpansionofbrandssuchasshouldanewwayofthinking．Keywords：130U．S．brandbuildingandbrandmanagementtoma]岫_taindecorativeCity西南交通大学硕士研究生学位论文第1II页Keywords：Thecombinedcompany’sBomeibrandandmaintenance西南交通大学硕士研究生学位论文第1页1．1论文选题背

8、景第1章绪论品牌不仅为表示商品或服务来源的标志，而且是企业商品或服务的市场信誉，