(步步高品牌策略的研究.docVIP

分类号 密 级 U D C 单位代码 湛江现代科技职业学院 市场开发与营销专业实训报告 步步高OPPO品牌 温国强 系 部： 管理系 专 业： 市场开发与营销 班 级： 2008级市场 2班 学 号： 2008050254 2010年 月 日 步步高OPPO品牌2010年 月 日 市场营销是企业生存和发展的关键，中国当前正在面临企业转型，步步高必须由单一的产品品牌向企业的综合品牌转型，由家电品牌过渡到数码品牌，由中低端品牌向高端品牌转型，从产品品牌向文化品牌转型。因此，必须重新建设一个新的品牌OPPO来操作，从MP3切入玩大手笔。企业需要世界眼光和战略思维，OPPO一上市，就给终端促销人员灌输统一宣传口号，告诉消费者OPPO是全球注册品牌，记住没有说是全球品牌，因为步步高企业是非常诚信本分。打造强势品牌的大局与最终目标是把品牌战略定位刻在消费者的大脑深处，变成清晰、富有个性化的联想。只有胸怀这个根本性的大局与最终目标，超越常规营销传播，不折不扣地用品牌识别系统去统帅一切营销传播活动，才能打造强势品牌。本文就此拟对企业发展过程中的营销进行ABSTRACT Marketing is the enterprise survival and the development of a key link in the chain, China is currently facing corporate transformation, step must consists of a single product brand to the enterprise, the transformation of the comprehensive brand by household appliance brand transition to digital brand, brand high-end brand by ZhongDiDuan to shift from product brand culturally brand transformation. Therefore, we must build a new brand again OPPO to operate, from MP3 into play heavy-handed. Enterprises need a world view and strategic thinking, OPPO a listing, give terminal sales personnel infusion unified propaganda, tell consumers OPPO is a global brand, remember it doesnt say global brand, because step enterprise is very honesty duty. Make strong brand to the overall and ultimate goal is the brand strategic orientation on the brains of consumers depths, become clearer, rich personalized associations. Only the fundamental situation and breasts ultimate goal, beyond conventional marketing spreading and faithfully with brand recognition system to captain all marketing communication activity, can make strong brand. This article tries to step in the process of enterprise devel