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摘要(ABSTRACT)I安徽建筑工业学院毕业设计(论文)(修改稿)专业市场营销班级07城建营销②班学生姓名陈万茂学号07290090234课题论七度空间的品牌管理研究指导教师杨春明2011年6月5日摘要(ABSTRACT)II摘要随着品牌竞争时代的到来,品牌已成为一种新语言进入千家万户。在当今竞争激烈的商业社会中,品牌对企业树立强有力的竞争优势,发挥着越来越重要的作用,它在已被企业作为一种非常重要的资产进行管理。本人以国内最大卫生巾企业恒安集团的七度空间品牌为研究对象,应用品牌管理的相关理论和实践中的知识分析了七度空间的发展现状、以及所面对的环境带来的机会和挑战。在品牌树立方面分析了品牌的设计;用3C法则介绍七度空间的品牌定位,具体分析了消费者、竞争品牌和七度空间的产品。在品牌推广方面,重点介绍了品牌目前的推广方式,以及在营销传播所获得的成功案例,同时本文也阐述了七度空间的多元品牌战略。关键词:七度空间品牌管理品牌定位品牌推广ABSTRACTAlongwiththebrandcompetitiontimearrival,thebrandoneselfbecomesonenewlanguagetoentereveryone,buttheinternationalbrandhadsurmountedthenationalculturebarrier,isattractingtheglobalconsumerbyitsuniquebrandcharm.Theopeningandthecompetitionworld,fromthecertainsignificancesaidisthe“brandworld”.Takingthebrandnamed“7spacezone”ofHengAn’scliqueofthelocalbiggestsanitarynapkinasaresearchobject.Applyabrandsupervisoryrelatedtheoryandpracticedmediumknowledgetoanalyzethedevelopmentpresentconditionof7SpaceZone,andtheenvironmentfacedbringsofopportunityandchallenge.Thedesignthatsetupaspecttoanalyzebrandinthebrand;Usea3Clawtointroducethebrandclampingandconcretelyanalyzeaconsumerandcompetetheproductofbrand.Expandaspectinthebrand,particularlyintroducedabrandcurrentgeneralizemethod.Andspreadinthemarketingacquisitiongetofsuccessfulcase,thistextalsoelaboratedthediversebrandof7SpaceZonestrategyatthesametime.Keyword:brandmanagesbrandclampingbrandexpands目录III目录摘要.......................................................................................................................................................................IABSTRACT..............................................................................................................................................................II目录....................................................................................................................................................................III第1章绪论........................................................................................................................................................11.1本文的研究背景........................................................................................................................................11.2本文的研究目的........................................................................................................................................11.3本文的研究意义........................................................................................................................................1第2章品牌管理基本理论概述........................................................................................................................22.1品牌相关理论............................................................................................................................................22.1.1品牌的涵义...............................................................................................................................22.1.2品牌的特征...............................................................................................................................22.1.3品牌的功能...............................................................................................................................32.2品牌管理的基本概念................................................................................................................................42.3品牌管理理论综述....................................................................................................................................4第3章七度空间的品牌树立............................................................................................................................63.1七度空间的发展过程................................................................................................................................63.2七度空间的品牌设计................................................................................................................................63.3七度空间品牌管理的环境分析................................................................................................................73.3.1七度空间品牌的宏观环境分析..............................................................................................73.3.2七度空间品牌管理的微观环境分析......................................................................................73.3.3现有市场竞争格局发展..........................................................................................................73.4七度空间的品牌定位................................................................................................................................83.5七度空间的品牌运营和推广....................................................................................................................93.5.1探求市场区隔以创造品牌利基..............................................................................................93.5.2七度空间的品牌运作..............................................................................................................93.5.3七度空间的品牌推广和宣传................................................................................................103.5.4七度空间的多元品牌战略......
本文标题:七度空间 品牌管理
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