本文以 LD 环保公司为研究对象，该公司的发展发展侧重技术开发与工厂建
设，与其他国内实力相当的民营环保企业相比品牌力量处于弱势。本文以品牌
理论和国内外学者的观点为本文研究的理论基础，结合目前环保行业的发展情
况和 LD 公司的基本经营情况，对比当前环保行业中的其他企业的做法，以此为
基础分析了 LD 环保公司的优势和劣势、LD 公司的目前品牌营销的做法，并分
析了 LD 公司的品牌营销做法的不足之处，理论联系实际，通过分析对 LD 公司
的提出了品牌营销六点建议，一是明确品牌定位，二是进行目标市场差别化经
营，三是调整集团构架，建立产品事业部，四是利用现有资源进行品牌拓展，
五是加强品牌文化建设，六是进行品牌延伸和扩展
从国内外研究现状来看，目前对环保企业进行品牌营销规划的研究比较少，
特别在国内学术领域，由于环保行业尚属于新兴热门行业，而且该行业除了本
身的市场属性之外，还带有公益性，因此该行业的品牌营销策略与其他行业大
有不同。本文的研究，可以为环保企业的品牌营销与品牌塑造提供一个比较详
细的案例，为实践和理论研究者提供研究素材，为环保企业提供决策参考
关键词：环保行业；LD 环保集团；品牌营销；问题；策略Abstract
II
ABSTRACT
The environmental protection industry developed fast in recent years, especially
in 2016 the 13th Five-Year plan puts forward the overall ecological environment
quality improvement targets, which provided new opportunities for the development
of environmental protection industry, environmental protection enterprises which
face of the huge market potential have been ready. As we can see from the 2016
industry statistics, large mergers and acquisitions move frequently and accelerate the
environmental protection enterprises to expand market segments, PPP project to
promote capital market, accelerate the pace of development has a number of
outstanding performance, we should pay more attention to the strength of the
enterprise.
In this paper, LD environmental protection company, as research object,
focuses on technology development and factory construction, compared with other
domestic private environmental protection enterprises, LD’s brand strength is
weak. Based on the brand theory and the domestic and foreign scholars as the
theoretical basis of this study, combined with the current development situation of
LD company and the environmental protection industry of the basic operating
conditions, other enterprises compared the environmental protection industry in the
practice, on the basis of analysis of LD environmental protection company, the
advantages and disadvantages of LD company&39;s brand marketing practices at present,
and analyzes the shortcomings of LD company&39;s brand marketing practice, theory
and practice, through the analysis of LD company&39;s brand marketing put forward six
suggestions, is a clear brand positioning, two is the target market of differential
operation, the three is to adjust the group structure, the establishment of product
division, the four is to expand the brand the use of existing resources, the five is to
strengthen the construction of brand culture, brand extension is six.
As we can see from domestic and foreign research status, current research on
environmental protection enterprises brand marketing planning is relatively small,Abstract
III
especially in the domestic academic field, because of the environmental protection
industry still belongs to the emerging industry, and the industry in addition to the
market of the property itself, but also with the public, so the brand marketing
strategy of the industry and other industries are different. The research of this paper
can provide a detailed case for the brand marketing and brand building of
environmental protection enterprises, and provide the research material for the
practical and theoretical researchers.
Key Words: Environmental protection industry; LD environmental group；Brand
marketing; Problems; Strategies目录
IV
目 录
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 本文主要研究内容 .....2
1.3 研究方法及创新之处 .3
1.3.1 论文研究方法 ...3
1.3.2 论文拟创新之处 ...........3
第 2 章 品牌营销的理论基础.4
2.1 国内外研究现状 .........4
2.1.1 国外研究现状 ...4
2.1.2 国内研究现状 ...5
2.2 本文研究的理论基础 .6
2.2.1 相关品牌理论 ...6
2.2.2 波特五力模型理论 ........7
第 3 章 LD 环保公司介绍及其整体营销现状...........8
3.1 环保行业发展现状 .....8
3.1.1 环保行业发展概况 .......8
3.1.2 我国环保行业的特殊性 .........10
3.2 LD 环保集团情况简介 ..........11
3.2.1 LD 环保集团情况简介 11
3.2.2 LD 环保的优势与劣势分析 ....12
3.3 LD 环保进行品牌营销的必要性 ......16
第 4 章 LD 环保公司品牌营销的分析.........17
4.1 LD 环保品牌营销的主要策略 .......17
4.1.1 公司品牌定位的形成 .17
4.1.2 公司品牌形象的塑造 .17目录
V
4.1.3 公司品牌传播方式介绍 .........18
4.1.4 公司品牌延伸的做法 ..19
4.2 LD 品牌营销中存在的问题 ..20
4.2.1 品牌延伸策略后继乏力 .........20
4.2.2 缺乏核心的品牌文化 .20
4.2.3 营销与后台未形成有效循环链 ..
。。。以上简介无排版格式，详细内容请下载查看
==>>