通过品牌战略善我国家电行业信用状况.docVIP

PAGE 中国最大的论文知识平台 内 容 摘 要 随着社会主义市场经济不断发展，我国加入WTO，经济全球化的挑战使国内家电行业感到了巨大的压力，中国家电业是市场竞争最激烈的行业。本文通过对我国家电品牌的发展历程和行业现状的研究，通过对家电行业存在的种种信用问题,家电信用和品牌战略之间的相互关系的分析，提出了针对性的品牌战略与措施来改善家电行业的信用状况。当前，品牌竞争已成为市场竞争的焦点，谁拥有卓越的品牌，谁就拥有顾客、市场和未来。 关键词：品牌战略 家电行业 信用 ABSTRACT With the constant development of the socialist market economy and Chinese accession to WTO, the challenges of economic globalization forced the domestic appliance industry to face the fierce competition. The Chinese household appliance industry is the markets most competitive one. This article studied the brand status and development process of Chinas home appliance industry; analysed the credibility problem existing in household appliance industry and analysed the relationship between brand strategy and credit. At last Proposed targeted brand strategy and measures to improve the credit status of household appliances. Currently, the brand competition has become the focus of market competition, the one who has excellent brand, who will own the customer, the market and the future. SKEYWORDS: brand strategy household-appliance industry credit 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc263182241 第一章 绪论 PAGEREF _Toc263182241 \h 1 HYPERLINK \l _Toc263182242 第一节 研究的背景与意义 PAGEREF _Toc263182242 \h 1 HYPERLINK \l _Toc263182243 第二节 研究的内容与目的 PAGEREF _Toc263182243 \h 1 HYPERLINK \l _Toc263182244 第二章 文献综述 PAGEREF _Toc263182244 \h 3 HYPERLINK \l _Toc263182245 第一节 品牌与品牌战略 PAGEREF _Toc263182245 \h 3 HYPERLINK \l _Toc263182246 一、关于品牌 PAGEREF _Toc263182246 \h 3 HYPERLINK \l _Toc263182247 二、关于品牌战略 PAGEREF _Toc263182247 \h 4 HYPERLINK \l _Toc263182248 第二节 关于家电行业 PAGEREF _Toc263182248 \h 5 HYPERLINK \l _Toc263182249 一、中国家电行业发展历程 PAGEREF _Toc263182249 \h 5 HYPERLINK \l _Toc263182250 二、我国家电行业存在的主要信用问题 PAGEREF _Toc263182250 \h 6 HYPERLINK \l _Toc263182251 第三节 家电品牌战略 PAGEREF _Toc263182251 \h 6 HYPERLINK \l _Toc263182252 第三章 家电行业品牌发展过程中存在的信用问题 PAGEREF _Toc263182252 \h 8 HYPERLINK \l _Toc263182253 第一节 家电行业现状分析