本文選題：貝發(fā)文具 + 品牌營銷��； 參考：《西南交通大學(xué)》2009年碩士論文

【摘要】： 品牌是符號,濃縮企業(yè)各種重要信息的符號。把企業(yè)的信譽、文化、產(chǎn)品、質(zhì)量、科技、潛力等重要信息凝練成一個品牌符號,著力塑造其廣泛社會知名度和美譽度,烙印到公眾心里,使產(chǎn)品隨著品牌符號走進到消費者心里。這個過程就是打造品牌。品牌附加值不是按照其投資額推算的。強勢品牌低投入,高收入。所帶來的高額利潤,多倍超出市場平均水平。品牌是形象,是信譽,是資產(chǎn)。品牌是衡量企業(yè)及其產(chǎn)品社會公信度的尺度。品牌競爭力是企業(yè)的核心競爭力。經(jīng)濟全球一體化,市場競爭,取決于品牌競爭。最高級的營銷不是建立龐大的營銷網(wǎng)絡(luò),而是利用品牌符號,把無形的營銷網(wǎng)絡(luò)鋪建到社會公眾心里,把產(chǎn)品輸送到消費者心里。使消費者選擇消費時認這個產(chǎn)品,投資商選擇合作時認這個企業(yè)。這就是品牌營銷。品牌營銷是通過市場營銷使客戶形成對企業(yè)品牌和產(chǎn)品的認知過程。市場營銷既是一種組織職能,也是為了組織自身及利益相關(guān)者的利益而創(chuàng)造、傳播、傳遞客戶價值,管理客戶關(guān)系的一系列過程。面臨嚴峻的國內(nèi)國際競爭,生死攸關(guān)的考驗,越來越多的國內(nèi)文具企業(yè)意識到打造民族品牌,建立以品牌為核心,對于企業(yè)發(fā)展的重要性。本文通過研究我國文具行業(yè)的歷史、現(xiàn)狀及發(fā)展趨勢,通過分析文具企業(yè)內(nèi)外的環(huán)境,得出文具行業(yè)發(fā)展對內(nèi)要追求以產(chǎn)品經(jīng)營為內(nèi)容的品牌核心競爭力的提高,對外實行以品牌營銷為重點的競爭戰(zhàn)略,企業(yè)內(nèi)部和外部發(fā)展的結(jié)合促進行業(yè)內(nèi)部資源的優(yōu)化,才是文具行業(yè)發(fā)展的本質(zhì)。并進一步通過對品牌和企業(yè)品牌核心競爭力關(guān)系的論證,提出我國文具企業(yè)以品牌提升企業(yè)核心競爭力,塑造行業(yè)龍頭企業(yè)的現(xiàn)實可行性;通過貝發(fā)文具行業(yè)實行奧運品牌戰(zhàn)略,實行品牌強強合作等案例,深入研究我國文具企業(yè)進行品牌營銷戰(zhàn)略的重要意義。
[Abstract]:The brand is the symbol, condenses the enterprise each kind of important information symbol. The company's reputation, culture, products, quality, science and technology, potential and other important information into a brand symbol, and strive to shape its extensive social awareness and reputation, branded to the public heart, Make the product go into the consumer's heart with the brand symbol. The process is to build a brand. Brand added value is not calculated according to its investment. Strong brand low investment, high income. The high profits brought by, many times more than the average level of the market. The brand is the image, is the prestige, is the asset. Brand is a measure of the social credibility of enterprises and their products. Brand competitiveness is the core competitiveness of enterprises. Economic globalization, market competition, depends on brand competition. The most advanced marketing is not the establishment of a huge marketing network, but the use of brand symbols to build the invisible marketing network to the public and the products to the consumers. Let the consumer choose to buy the product, investors choose to partner with the enterprise. This is brand marketing. Brand marketing is the cognitive process of brand and product by means of marketing. Marketing is not only an organizational function, but also a series of processes to create, spread, transfer customer value and manage customer relationship for the benefit of the organization itself and stakeholders. Faced with severe domestic and international competition, more and more domestic stationery enterprises realize the importance of building national brand and building brand as the core for the development of enterprises. By studying the history, present situation and development trend of stationery industry in China, and analyzing the environment inside and outside stationery enterprises, this paper draws a conclusion that the development of stationery industry should improve the core competitiveness of brand with the content of product management. The essence of the development of stationery industry is to carry out the competition strategy with emphasis on brand marketing and to combine the internal and external development of the enterprise to promote the optimization of the internal resources of the industry. Furthermore, through the demonstration of the relationship between brand and enterprise brand core competence, this paper puts forward the practical feasibility of promoting the core competitiveness of Chinese stationery enterprises by brand and shaping the leading enterprises in the industry. Through the practice of Olympic brand strategy and brand strong cooperation in Beifa stationery industry, the significance of brand marketing strategy for stationery enterprises in China is studied in depth.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F426.8

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 李獻來;新疆林果產(chǎn)品營銷模式研究[D];新疆大學(xué);2011年

2 許華;民生藥業(yè)品牌營銷戰(zhàn)略研究[D];湘潭大學(xué);2011年

3 寧岳;青島CQ飾品公司營銷策略研究[D];中國海洋大學(xué);2012年

，

本文編號：1869705