本文選題：品牌 + 品牌定位��； 參考：《貴州大學(xué)》2008年碩士論文

【摘要】： 本文研究的主要目的是論證貴州都勻毛尖集團(tuán)如何有效地實(shí)施企業(yè)品牌發(fā)展戰(zhàn)略,并設(shè)計(jì)了企業(yè)品牌的構(gòu)建與發(fā)展過程。針對課題特點(diǎn),主要采用綜合評析法和定性分析的研究方法。 論文首先對國內(nèi)外品牌研究現(xiàn)狀進(jìn)行了綜述,為后面的研究提供了一個理論和方法背景;接著介紹了茶葉企業(yè)品牌發(fā)展戰(zhàn)略的基礎(chǔ)理論,以戰(zhàn)略管理理論和系統(tǒng)論為基礎(chǔ)構(gòu)建茶葉企業(yè)品牌并指導(dǎo)其發(fā)展戰(zhàn)略的實(shí)施;然后系統(tǒng)分析了茶葉企業(yè)品牌發(fā)展戰(zhàn)略,運(yùn)用科學(xué)的品牌經(jīng)營方法,從茶葉企業(yè)品牌方面來闡述品牌的創(chuàng)建與發(fā)展過程,并對貴州省內(nèi)茶葉品牌發(fā)展現(xiàn)狀進(jìn)行了實(shí)證評價。 在前面研究的基礎(chǔ)上,本文通過對都勻毛尖集團(tuán)品牌發(fā)展現(xiàn)狀做SWOT分析,指出了都勻毛尖集團(tuán)品牌的優(yōu)勢和劣勢,以及實(shí)施品牌發(fā)展戰(zhàn)略所面臨的機(jī)會和威脅。又參考了其他專家學(xué)者的觀點(diǎn)和意見,提出都勻毛尖集團(tuán)品牌發(fā)展戰(zhàn)略的對策。
[Abstract]:The main purpose of this paper is to demonstrate how the Guizhou Duyun Maojian Group effectively implements the brand development strategy and designs the process of building and developing the enterprise brand. According to the characteristics of the subject, the research methods of comprehensive analysis and qualitative analysis are mainly adopted. Firstly, this paper summarizes the current situation of brand research at home and abroad, which provides a theoretical and methodological background for the later research, and then introduces the basic theory of the brand development strategy of tea enterprises. Based on the theory of strategic management and system theory, this paper constructs the brand of tea enterprise and guides the implementation of its development strategy, and then systematically analyzes the brand development strategy of tea enterprise, and applies the scientific brand management method. This paper expounds the establishment and development process of tea brand from the aspect of tea enterprise brand, and evaluates the present situation of tea brand development in Guizhou province. On the basis of the previous research, this paper makes SWOT analysis on the brand development of Duyun Maojian Group, and points out the advantages and disadvantages of Duyun Maojian Group brand, as well as the opportunities and threats faced by the implementation of brand development strategy. Referring to the views and opinions of other experts and scholars, this paper puts forward the strategy of brand development of Duyun Maojian Group.
【學(xué)位授予單位】：貴州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F426.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 侍娥;品牌戰(zhàn)略思想指導(dǎo)下的商業(yè)化SLOW空間設(shè)計(jì)[D];南京林業(yè)大學(xué);2011年

，

本文編號：1964311