我国企业品牌重塑问题分析.doc

编号 无锡太湖学院 毕业设计（论文） 题目： 经管 系 专业 学 号： 学生姓名： 杨 指导教师： （职称：） （职称： ） 二〇一年五月  ABSTRACT Today China is in the stage of transition from a big manufacture country to a big brand power. Most enterprises began focus on developing its own brand became the famous brand in China even in the world , China is not only the worlds largest product exporting countries, but should be a brand power that can own a place in the world -renowned brands . But in the process of achieving this goal, most enterprises will be faced with the problem of re-branding . Re-branding has two sides, on the one hand, it allows the brand, to better grasp the target consumer group in a fast- changing competitive market environment, so that the brand can maintain the lasting vitality ; But on the other hand it also hide a variety of potential risk , and this potential risk is sufficient to cause varying degrees of damage to the brand. Looking over the domestic and foreign enterprises re-branding cases, there are so many failure cases. Therefore, re-branding requires careful thinking and decision-making and it is very important to understand re-branding and re-branding issues correctly. This paper dose a simple analysis of remodeling of the concept, thinking about brand meaning and value, and find out the problems of brand cognition, brand audit, repositioning, brand promotion and others in the process of re-branding, put forward feasible suggestions that enterprises set up correct brand management concepts and re-branding cognition, do well brand reposition, comprehensive brand audit, renew brand promotion, strengthen the communication between the two sides and so on. They help enterprises out of difficulties, to achieve the sustainable development of enterprise brand. Keywords: Brand ;Re-branding; Repositioning 目 录第1章 绪论 1 1.1 本文研究背景 1 1.2 研究目的及意义 1 1.3 研究思路与方法 1 第2章 品牌重塑概述及其意义 3 2.1 品牌重塑概述 3 2.2 品牌重塑