摘要.............................................................................................................................I 目录.........................................................................................................................III 图清单........................................................................................................................VII 表清单......................................................................................................................VIII 1绪论............................................................................................................................1 1.1选题背景................................................................................................................1 1.2研究目的与意义....................................................................................................2 1.3国内外研究动态....................................................................................................3 1.4研究内容及方法....................................................................................................6 1.5技术路线图............................................................................................................8 2相关理论基础............................................................................................................9 2.1品牌与营销的关系................................................................................................9 2.2影响营销的品牌因素..........................................................................................10 2.3品牌营销基本理论..............................................................................................13 3宏观外部环境与SWOT分析....................................................................................17 3.1徐州供电公司的宏观环境分析..........................................................................17 3.2机遇与威胁分析..................................................................................................25 3.3主要竞争对手分析..............................................................................................27 3.4优势与劣势分析..................................................................................................29 4徐州供电公司品牌营销现状及存在的问题与原因..............................................34 4.1徐州供电公司基本情况......................................................................................34 4.2品牌营销现状......................................................................................................35 4.3品牌营销案例......................................................................................................44 4.4品牌营销存在问题的原因分析..........................................................................45 5徐州供电公司品牌营销策略..................................................................................49 5.1品牌定位..............................................................................................................49 5.2品牌塑造..............................................................................................................51 5.3品牌传播..............................................................................................................56 5.4品牌维护..............................................................................................................59 6品牌营销策略的保障措施......................................................................................63 IV 6.1组织保障..............................................................................................................63 6.2队伍保障..............................................................................................................64 6.3制度保障..............................................................................................................66 6.4文化保障..............................................................................................................67 7研究结论与展望......................................................................................................68 7.1结论.......................................................................................................................68 7.2展望.......................................................................................................................68