【毕业论文】论美的空调品牌策略.doc

毕业设计（论文） 题目： 论美的空调品牌策略  论析美的品牌策略 摘要 最有价值的东西往往是无形的。对于企业而言,这便意味着品牌。历数全球知名企业,无不是以品牌资产为核心,以资本运作为手段,通过广泛的联合并购,实现资源的整合,获取尽可能大的收益。以无形驾驭有形,以知识驾驭资本,这是品牌经营的最高境界,也是企业经营的最高修炼。 随着国内市场国际化和竞争的加剧,一些民族品牌惨遭肢解,不是被抢注商标,就是被收购,被挤垮,真正发展成名牌的极其有限。究其原因,就是品牌经营不当,而品牌策略是企业品牌经营战略管理中极为重要的组成部分,品牌策略运用的适当与否,直接关系着企业的成败。故此,本文以美的品牌为例,分析其现阶段的品牌策略,对美的进行剖析,进而发现其不足之处,并指出相关的品牌策略发展对策。 关键词：美的；品牌；品牌策略 BRAND STRATEGY OF THE MEDIA ABSTRACT The most valuable things are often invisible. For businesses, this would mean the brand. Enumerate the worlds leading enterprises,Are based on brand equity as the core,As a means of capital operation,Through a wide range of joint acquisition, the integration of resources, To obtain the greatest possible benefits. To control the invisible visible, to manage knowledge capital, This is the highest state of brand management, but also the highest business practice. With the internationalization of the domestic market and competition intensifies, Some were dismembered national brand, instead of being registered trademark, is being acquired byPush the cross really developed into a brand of extremely limited. The reason is that brand management misconduct, and the brand strategy is the strategic management of corporate brand management is extremely important part ofThe appropriate use of brand strategy or not, a direct bearing on the success or failure of enterprises, Therefore, this papers brand to the United States as an example, the analysis of the current phase of its brand strategy, the United States to carry out the analysis, which found deficiencies and noted that the development of brand strategy-related countermeasures. Key words: Media;Brand; Brand Strategy 目录 1 绪论……………………………………………………………….……..…………….1 1.1 美的品牌策略研究的背景……………………………….……….……...……..1 1.2 美的品牌策略研究的目的和意义…………………………………………….....1 1.3 品牌策略研究综述………………………………………………………………….1 2 美的品牌的发展历程…………………………………………………………………….3 2.1 美的品牌发展介绍………………………………………………………………….3 2.2 美的品牌剖析……………………………………………………………………….4 3 美的品牌策略分析…………………