中國“老字號”企業(yè)品牌戰(zhàn)略研究.pdf

1、；￥!蚴些》9⑩天津大謦碩士學位論文㈣Ⅷ■●l一學科專業(yè)：—魚業(yè)i里作者姓名：何晗——指導教師：—至氐皇—教授天津大學研究生院2006年1月ABSTRACTThe21stcenturywillbebrands’time，brandinghasalreadybeenanextremelycomplexeconomicphenomenonIthasimportantvaluebothintheoryandpracticeUndertheec

2、onomicalglobalizationbackgro瑚吐internationalfamousbrandshavealreadysurmountedthenationalboundaryandhavealargenumberofcustomersintheworldscopefromwhichtheyobtainenormousbenefitAsforChineseenterprises，it’surgenttoimplementb

3、randstrategypositivelyiftheywanttoholdapositioninthemarketwhichalsoisthethefoundationofourstatecompetitivepowerofeconomyintheworldChinesetraditionalbusinessenterprisesarehistoricaltestimoniesofoursmleeconomydevelopment。M

4、ostofthemhaveawell—knownbrand，howeverbecauseoflacksofthebrandmanagementconsciousnessforalongtime，theydidn’tmakegooduseofbrandeffecttoobtainagooddevlepmentSOthatthebrandpropertydrainsgraduallyandmanyenterprisesafgindanger

5、IthasvitalsignificancetostudybrandstrategyofChinesetraditionalbusinessenterprises，whichmaynotonlyindicatethedirectionforthetraditionalenterprisesbutalsoestablishes900dmodelforthesmallormedium—sizedenterprisesinChinaThist

6、hesisanalyzesthepresentsituationoftraditionalenterprises，andtriestofindproblemsexistinginbrandstrategyBywhatitproposesabrandstrategymodefortraditionalenterprises，includingbrandstrategicdecisionbrandpositioningbrandinnova

7、tionbrandcommunicationbrandmaintenanceaswellasbrandcorevaluerefinementandbrandinnovationThethesisputsforwordthetraditionalenterprises’strategicdevelopingplanandparticularapplyingmeasures，andthetraditionalenterprisesmaych