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经过十年的奋斗历程,永辉超市由一个原本寂寂无闻的民营企业发展成为了国内
外零售企业的领头者,这得益于它的市场定位、品牌建设,以及给消费者留下的
品牌印象
本文的研究基于理论,辅以实例。在品牌建设概论的基础上,通过大量中外
文期刊和文献的回顾,分析了国内民营企业品牌建设中普遍存在的问题。通过永
辉超市的品牌建设案例,从中吸取成功的经验,为以后其他企业的品牌建设与发
展提供某些建议和参考
关键词:品牌;品牌效应;企业发展;品牌建设Ⅱ
Abstract
The brand is the font size of the business or product personalization. Either for
businesses or consumers, are very important. In today's international and domestic
markets increasingly competitive brands can give companies in the competition to win a
bigger market share, excess profits, grow your business. With the rapid development of
economy, our country is in the buyer's market at present. As the buyer's market supply is
greater than demand, the product or service heterogeneity decreases, the difference is
not obvious, especially the core function is almost zero. The society's high-speed
operation, increased competitive pressures, making a business in order to get a place,
there must be different from other companies in order to attract consumers. Yonghui
Supermarket, a previously obscure private enterprises, the experience just ten years of
struggle developed into a leader in the retail business at home and abroad, of which its
market positioning characteristics of brand building to the people left a greatimpression.
This study based on theoretical research and supplemented by practice examples.
Through access to a large number of foreign journals and literature, on the basis
outlined in the theory of brand building, analyze the problems of China's private
enterprises in brand building. Through Yonghui Supermarket brand building case and
gain a successful experience, and offer some suggestions and references for our future
corporate brand building.
Keywords:brand; brand effect; enterprise development; brand valueI
目 录
摘要...........I
Abstract ..... I
第 1 章 绪论........ 1
1.1 研究背景及意义1
1.1.1 研究背景 ..... 1
1.1.2 研究意义 ..... 1
1.2 国内外研究现状2
1.2.1 国外研究现状 ......... 2
1.2.2 国内研究现状 ......... 3
1.3 研究内容4
1.4 研究方法4
第 2 章 企业品牌是企业发展的内生动力........ 6
2.1 企业品牌的起源与发展6
2.2 企业品牌概述 .... 7
2.2.1 品牌的概念 . 7
2.2.2 品牌的分类 . 7
2.2.3 品牌的特性和功能 . 9
2.3 企业品牌在企业发展中的影响 .......... 10
2.3.1 企业品牌是企业生存的外显特征 ........... 10
2.3.2 企业品牌代表了企业的形象 ........11
2.3.3 企业品牌的企业价值和社会价值 ........... 13
第 3 章 永辉超市的品牌产生.. 19
3.1 永辉超市企业品牌产生背景 .. 19
3.1.1 永辉超市简介 ....... 19
3.1.2 品牌产生背景 ....... 20
3.2 永辉超市企业品牌传播 .......... 20
3.2.1 永辉超市品牌定位的独特性 ....... 21
3.2.2 永辉品牌传播与消费文化传播的关系 ... 21
3.2.3 永辉品牌核心价值传播 ... 21
3.3 永辉超市企业品牌现实表现 .. 23 II
3.3.1 超市特色的生鲜模式 ....... 23
3.3.2 超市规模放大,走出福建 ........... 23
3.3.3 超市紧跟时代,门店升级 ........... 24
3.3.4 超市增加覆盖面,速度第一 ....... 24
第 4 章 永辉超市的品牌构建与拓展.. 25
4.1 永辉超市的品牌标识 .. 25
4.2 永辉超市独特的品牌文化 ...... 25
4.3 永辉超市的品牌定位和核心价值 ...... 26
4.3.1 永辉超市的品牌定位 ....... 26
4.3.2 永辉超市的核心价值 ....... 27
4.4 永辉超市的品牌保护 .. 27
4.4.1 永辉超市品牌的法律保护 ........... 28
4.4.2 永辉超市对品牌经营与管理的保护 ....... 29
4.5 永辉超市实施品牌经营与其企业发展的重要关联 .. 30
4.5.1 提高品牌识别,树立品牌形象 ... 30
4.5.2 促进企业的经营扩张 ....... 31
4.5.3 保护企业利益 ....... 31
4.5.4 提升品牌价值,扩大企业影响力 ........... 31
第 5 章 研究总结与建议.......... 32
5.1 研究总结 .......... 32
5.2 建议 ...... 32
结论........ 34
致谢........ 35
参考文献 36
作者简介 39 1
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