珠三角产品品牌经营策略分析

文档编号:GS057  字数:20178,页数:27，有外文翻译

摘要
 现代社会中，品牌是一个非常重要的社会经济现象。消费者依赖品牌来辨别、选择产品和服务，甚至依靠品牌表现自身的品位、价值观和感情取向。制造商或服务商则通过品牌来传达产品质量、感情以及价值取向等诸多内容，以赢得顾客的忠诚和自身的长远发展。不仅如此，越来越多的非营利机构也采取了品牌化的做法，积极塑造自身的品牌形象，以求利用强大的号召力实现自身的目标。近年来，珠三角企业发展迅速，已成为社会主义市场经济的重要组成部分，但这些企业寿命短暂、发展质量堪忧。造成这种现状的主要原因是市场经济不发达、对品牌重视不够, 企业品牌策略不健全、不合理,对品牌的维护执行不力，形同虚设。作为珠三角的企业品牌策略建设应统一指导和规范、全面构建整体框架，完善企业品牌策略，保证企业品牌的质量，对于发展企业和提高企业的经济效益有着非常重要的意义。
 本文对当前珠三角地区企业品牌策略存在的问题，特别是针对企业品牌的通病等做了一定的探索和研究。
 首先，简述了品牌的概念和作用，说明了企业实施品牌策略的意义和重要性。
 其次，分析珠江三角洲企业品牌管理的现状和存在的问题，通过列举广州本田、广州白云山企业和广东格兰仕集团的成功例子，同时也举了广东太阳神集团、巨人集团和     等企业的失败例子。说明品牌对企业生存和发展的重要性。
 再次，总结了品牌策略成功和失败的原因。
 最后，依照个人的看法，提出了企业解决品牌策略的各种对策。
关键词:珠三角地区,产品品牌，品牌策略
 

 Abstract
 Modern society, branding is a very important socio-economic phenomenon. Consumers rely on brand names to identify, select products and services, and even rely on their own brand performance grade, values and emotional orientation. Manufacturers or service providers through brand names to convey the quality of products, feelings and values and many other content, to win the loyalty of customers and their long-term development. Moreover, the growing number of non-profit agencies have taken a branding approach and actively shaping its own brand image, to the use of the powerful appeal of achieving its objectives. In recent years, the rapid development of the Pearl River Delta(PRD), the socialist market has become an important economic component, However, these enterprises short life expectancy, quality of the field. The causes of this state of the market is mainly due to economic underdevelopment, inadequate attention to the brand, corporate brand strategy is not perfect and unreasonable to maintain brand ineffective implementation useless. Enterprises in the Pearl River Delta as a brand-building strategy should be unified guidance and norms, the overall construction of a comprehensive framework, a sound brand strategy, Brand guarantee the quality, for the development of enterprises and improving the economic efficiency of enterprises have a very important significance.
  This paper is intended to present the PRD enterprises in the region of brand strategy, especially for enterprise brands such as a common problem for a certain exploration and research.
 First, outlined the concept of branding and the role that corporate brand strategy implemented the significance and importance.
 Secondly, the Pearl River Delta Enterprise Brand analysis of the status and management of the problems cited Guangzhou Honda, Guangzhou Baiyun Mountain Enterprises Group and Guangdong Glanz examples of success, but also cited Guangdong Apollo Group, Group and the giant enterprises such as a failure. Note brand of business survival and the importance of development.
 Again, summed up the success of brand strategy and the reasons for failure.
 Finally, in accordance with personal views, a brand strategy enterprises solve the various measures
Keywords : PRD region, product brands, brand strategy

目         录
1 绪论 …………………………………………………………………...……………………1
 1.1 课题的背景及研究目的    1
 1.2 国内外研究及现状    1
 1.3 题目研究方法……………………………………………………………….………….1
 1.4 文档构成及研究内容…………………………………………………………….…….2
2品牌管理理论概述…………………………………………………………………….…….3
 2.1 企业产品品牌的概念…………………………………………………………….…….3
 2.2 企业产品品牌的作用…………………………………………………………….…….3
 2.3企业品牌策略及意义……………………………………….…………….…………….4
3 珠三角地区企业品牌管理的典型案例………………………………………..…………...7
 3.1概况………………………………………………..……………………………….7
 3.2 成功的品牌管理例子    7
 3.2.1广州本田汽车公司…………………………………………….………………….7
 3.2.2白云山企业………………………………………..………………………………9
 3.2.3格兰仕企业 …………..…………………………………………...…...………..11
3.3失败的品牌管理例子………………………………………………...…..……..….….12
3.3.1爱多集团…………………………………………………………..............……..12
3.3.2巨人集团…………………………………………………………………………13
4 成功品牌与失败品牌的原因分析     15
4.1 企业获得成功品牌的几点要素…………………..…………………….…………15
4.1.1抓好产品质量…………………….………………………………………….15
4.1.2做好产品广告宣传活动………………………………..…………….15
 4.1.3重视售后服务品牌…………………………………………..……….16
 4.1.4加强对新产品的开发…………………..…………………………….16
 4.2 失败品牌的原因分析……………..………………..……………………………..17
 4.2.1企业对产品品牌的重要性认识不足………………………..………………..17
 4.2.2缺乏对品牌内涵的深刻理解………………………………...……………….17
 4.2.3 缺乏实施品牌策略的紧迫感……………………………..………………….17
 4.2.4 品牌推广形式偏颇而单一………………………………………………..….18
 4.2.5 偏重短期效益，忽略长期发展………………………………………..…….18
5.提升品牌价值的对策…………………………………………………..…..…………..19
5.1实施有效的品牌策略………………………….…………………………………..19
5.2加强品牌管理和品牌维护…….…………………….…………………………….20
5.3树立企业品牌以提升核心竞争力……………………………………..………….22
5.3.1转变经营观念并树立名牌意识………………………………………………22
5.3.2合理创新打造企业品牌…………………...………………………………….22
5.3.3强化市场营销与国际接轨.……………………..…………………………….23
5.3.4遵循品牌设计规律，注重品牌形象………...……………………………….23
结论…………………….……………………………………………………………………..25
参考文献…………..………………………………………………………………………….26
致谢……………….…………………………………………………………………………..27

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