市场营销毕业论文-品牌营销策略浅析-以某品牌面包为例.doc

本科学生毕业论文 品牌营销策略浅析 ——以某品牌面包为例 系部名称： 专业班级： 学生姓名： 指导教师： 职 称： The Graduation Thesis for Bachelors Degree The Policy Analysis of Brand Marketing —A case study to the Bread Candidate： Specialty： Marketing Class： B Supervisor：Associate Professor. Technology ·Harbin PAGE II 摘 要 品牌营销的系统研究和实践，仅起步于八十年代末。一九八八年，菲利浦?莫里斯公司和雀巢公司的两大著名收购行动，使品牌价值资产化得到市场正式确认，标志着现代品牌时代的来临。中国企业的品牌战略理论和实践近年取得了长足进步和发展，但与西方发达国家相比还有很大差距。大力推行品牌战略，有助于树立企业先进的市场观，强化企业的市场主体意识。 当前，随着新经济时代的来临，市场环境发生了极大的变化，品牌己成为企业占领市场的重要工具。国内很多企业在品牌经营上仍有很多问题，存在着许多重大失误，如宣传策略不当、合资或联营不当、缺乏创新、丧失特色、规模过小等。如今中国市场品牌发展水平还处于初级阶段，很多国内的品牌可能一度名噪一时，但能够维持长久地位的却是少数，缺少相应的品牌战略。本文在对品牌战略相关基本概念解析的基础上分析了桃李面包实施品牌战略的重要性，针对桃李面包在实施品牌战略中存在的问题提出了相关对策。 关键词：品牌战略营销；桃李面包；品牌化；品牌营销；品牌资产 ABSTRACT A systematic study of brand strategy and practice, only starting in the late 1980s.In1988, Philip. Morris company and Nestles the two famous acquisition, the value of the assets of the brand officially confirmed by the market, marking the advent of the moder brand of the times. The brand strategy theory and practice of Chinese enterprises have made considerable progress and development in recent years,but compared with the developed Western countries still have a long way to go .Vigorously promote brand strategy is helpful in setting up the concept of corporate art market, and strengthen awareness of the market themes. Now, with the advent of the new economic times, market environment has changed greatly, brand has become an important tool to capture the market. Many domestic enterprises still have a lot problems in the brand management, there are many significant errors, such as undeserved sales promotion strategy, joint publicity strategy or joint venture is improper, lack of innovation, the loss of features, small scale etc. Today, the brand development of Chinese market is still in the initial stage, many domestic brands may once very famous. But to maintain long-term is few, the lack of a