童园文化传媒公司品牌营销策略探析..docVIP

童园文化传媒公司品牌营销策略探析 摘要 随着对外开放和国际化进程的加快，中国企业和跨国公司进行着更加激烈的竞争，传统的价格战、广告战在打击竞争对手的同时，也使自身的竞争能力减弱，不利于企业的长足发展，国外成功企业的经验表明，现代营销应树立品牌，开展品牌营销，品牌成为企业应对日益激烈的市场竞争，塑造企业竞争优势的最有力的手段。近年来，虽然海尔、联想等知名中国品牌在全球市场上迅速崛起，但是我国广大中小企业的发展却越来越受到品牌的约束，中小企业发展过程中普遍缺乏品牌意识，品牌力不足已经成为中小企业发展壮大最大的阻碍。中小企业要想有长远发展，必须从实际出发，增强企业的品牌意识，树立企业独特的品牌形象。 论文以童园文化传媒公司为例，通过对品牌营销的理论进行分析，在此基础上对童园文化传媒公司品牌营销存在的问题进行分析，最终提出品牌营销发展的策略，对我国中小型企业的发展具有重要的参考价值。 关键词：市场竞争；品牌营销；发展策略  Marketing Strategy of Tong Yuan Companys Brand Culture Media Abstract With the acceleration of the process of opening up and internationalization of Chinese enterprises and multinational corporations with more intense competition, the traditional price wars, advertising campaigns in the fight against competitors, but also to weaken their competitive ability, is not conducive to great enterprises development, experience has shown that successful companies abroad, should establish a brand of modern marketing, brand marketing, brand companies to become the most powerful means to deal with the increasingly fierce market competition, create competitive advantage. In recent years, though, Haier, Lenovo and other well-known Chinese brands rapid rise in the global market, but the development of the majority of SMEs are increasingly constrained by the brand, the development of SMEs in the general lack of brand awareness, brand power shortage has become a small enterprises to grow the biggest obstacle. SMEs in order to have long-term development, we must proceed from reality, enhance brand awareness, establish a unique brand image. Childrens Playground Media Inc， for example, through the analysis of brand marketing theory, based on this technology media company on CPM brand marketing analysis of the problems, and ultimately made ??the development of brand marketing strategy for our small and medium enterprises the development has an important reference value. KeyWord: Market competition; brand marketing; development strategy  目录 摘要 1 Abstract 2 一、绪论 5 （一）研究背景及