本文選題：日用(家電)消費(fèi)品　切入點(diǎn)：企業(yè)形象策劃　出處：《長(zhǎng)春工業(yè)大學(xué)》2013年碩士論文

【摘要】：日用(家電)消費(fèi)品在我們的生活中無(wú)處不在,我們每天都要和各種各樣的日用(家電)消費(fèi)品打交道。在科技高速發(fā)展的時(shí)代,市場(chǎng)競(jìng)爭(zhēng)日趨激烈,各種日用(家電)消費(fèi)品品牌也層出不窮,近年來(lái)國(guó)家對(duì)家電下鄉(xiāng)補(bǔ)貼政策,使日用(家電)消費(fèi)品有了更為廣闊的消費(fèi)人群。消費(fèi)者如何選擇一個(gè)好的品牌放心使用,企業(yè)如何創(chuàng)建一個(gè)好的品牌為消費(fèi)者服務(wù),成為值得研究的課題。在這種背景下,企業(yè)比以往任何時(shí)候都需要?jiǎng)?chuàng)建一個(gè)令消費(fèi)者信賴的品牌來(lái)提高企業(yè)的知名度。如何創(chuàng)建一個(gè)好的日用(家電)消費(fèi)品品牌,己成為衡量一個(gè)日用(家電)消費(fèi)品企業(yè)好壞的計(jì)量衡。本課題對(duì)日用(家電)消費(fèi)品品牌創(chuàng)建進(jìn)行研究,以使其能發(fā)揮重要的作用,為企業(yè)和消費(fèi)者服務(wù)。 當(dāng)前產(chǎn)品品牌的創(chuàng)建及研究比較廣泛,深刻揭示當(dāng)今社會(huì),創(chuàng)建品牌己成為提升企業(yè)形象最有效的手段,一個(gè)好的品牌不僅可以提高企業(yè)的知名度,也可以提高企業(yè)的市場(chǎng)競(jìng)爭(zhēng)力,為企業(yè)贏得更多的消費(fèi)者,從而推動(dòng)企業(yè)的發(fā)展,所以創(chuàng)建日用(家電)消費(fèi)品品牌已經(jīng)成為吸引投資、促進(jìn)企業(yè)發(fā)展的一種重要手段。本課題研究的側(cè)重點(diǎn)主要是圍繞日用(家電)消費(fèi)品品牌如何創(chuàng)建,其作用與影響有哪些等展開(kāi),從企業(yè)文化和企業(yè)形象策劃入手,從理論層面闡述了企業(yè)形象策劃對(duì)日用(家電)消費(fèi)品品牌創(chuàng)建的影響及其作用,同時(shí)認(rèn)為品牌創(chuàng)建的根本應(yīng)是以企業(yè)文化和企業(yè)的總體形象為基礎(chǔ),為日用(家電)消費(fèi)品企業(yè)創(chuàng)建品牌提供具有借鑒意義的理論與實(shí)踐的參考。
[Abstract]:Consumer goods are everywhere in our life. We deal with all kinds of consumer goods every day.In the era of rapid development of science and technology, the market competition is becoming more and more fierce, and various consumer goods brands are emerging in endlessly. In recent years, the national subsidy policy for household appliances in rural areas has made the consumer goods for daily use (household appliances) have a broader consumer population.How to choose a good brand to use and how to create a good brand to serve consumers is worth studying.In this context, more than ever, companies need to create a brand that consumers trust to increase their visibility.How to create a good consumer goods brand has become a measuring scale to measure the quality of a consumer goods enterprise.This paper studies the establishment of consumer goods brand in order to play an important role in the service of enterprises and consumers.The current product brand establishment and research is quite extensive, deeply reveals the present society, creates the brand has become the most effective means to enhance the enterprise image, a good brand can not only enhance the enterprise's popularity,It can also improve the market competitiveness of enterprises, win more consumers for enterprises, and promote the development of enterprises. Therefore, the establishment of consumer goods brands has become an important means to attract investment and promote the development of enterprises.The focus of this research is mainly focused on how to establish the consumer goods brand, what is its role and influence, starting with corporate culture and corporate image planning.This paper expounds the influence and function of enterprise image planning on the establishment of consumer goods brand in daily use (household appliances) from the theoretical level, and holds that the foundation of brand establishment should be based on corporate culture and overall image of enterprise.This paper provides reference for the establishment of consumer goods brand in daily use (household appliances) enterprises in theory and practice.
【學(xué)位授予單位】：長(zhǎng)春工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.6

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本文編號(hào)：1714444