海信集团品牌营销战略分析(工商管理毕业论文).doc

海信集团品牌营销战略分析 摘要 随着家电行业竞争的日益激烈，品牌营销的建立与管理成了企业十分重要的任务也是企业取得竞争优势的关键一环。 本论文从“理念”、“战略”和两个层面，从以顾客感受价值为导向的“功能性品牌”、“形象性品牌”和“体验性品牌”的定位角度，对海信的品牌营销进行系统总结、分析，认为海信品牌的建立，首先得益于坚定的以市场为导向的经营管理理念。在其指导下，通过有效的策略手段，开展“价值战”，逐步实现创品牌战略、品牌延伸（多元化）战略和海外品牌（跨国经营）战略。与此同时，海信品牌定位也由功能性品牌提升到形象性品牌，并向体验性品牌迈进。 海信的经验对一般企业的品牌经营具有重要的借鉴意义和启示。品牌营销需要理念和战略两个层面的有机结合。“理念”是开展品牌营销的根本指导思想，为树立品牌指明基本方向；“战略”是树立品牌的基本保障，在正确理念的指导下，规划并保证有关策略的有效实施。品牌建设，可以由“功能性品牌”、“形象性品牌”向“体验性品牌”递进，也可以根据企业的战略和目标顾客的价值追求，定位于“功能性品牌”或“形象性品牌”。 关键词　品牌营销；营销战略；品牌定位 Analysis of Hisense Group’s Brand Marketing Abstract With the fiercer and fiercer competitive in household appliance industry, enterprises have regarded construction and management of brand marketing as an important task which plays a key role in their obtaining competitive advent age. This paper summarizes and analyzes Hisense brand marketing systematically, not only in the idea and the strategy two gradations, but also in the useful brand, the vivid brand and the experience brand which are oriented by the customers perception value. It shows the reason for the successful establishment of Hisense brand. First, Hisense sticks to the market-leading idea in management. Under its instruction, Hisense with the effective strategies, carries on the value war, gradually sets up the brand strategy, the brand extending (multiplication) strategy and the overseas brand (transnational management) strategy. Meanwhile, the Hisense brands positioning is also promoted from the useful brand to the vivid brand, and makes great strides forward to the experience brand. Hisense’s successful experience has important model significance and enlightenment to the common enterprises brand management. The brand marketing needs an organic integration of the idea, the strategy and the tactic. The idea is the basic guiding ideology that indicates the basic direction for setting up the brand; The strategy is the basic safeguard, under correct ideal instruction, it makes the plans and guarantees the effect o