中國(guó)企業(yè)品牌資產(chǎn)經(jīng)營(yíng)研究.pdf

1、湘潭大學(xué)碩士學(xué)位論文中國(guó)企業(yè)品牌資產(chǎn)經(jīng)營(yíng)研究姓名：向建勝申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：產(chǎn)業(yè)經(jīng)濟(jì)學(xué)指導(dǎo)教師：任天飛20030401AbstractThemarketinginthefuture1SacompetitionbetweenbrandsBusinesscirclesandinvestorseeclearlybrandcompanymostpreciousassets，havemarketthanhavefactorytobeimpor

2、tantmore，OnlywaytohavemarkettohavebrandswithmarketadvantagefirstThepastmorethan20years，Chineseenterprisegothroughbrandstageofteachingbeginners，createbrandstage，brandcompetitionstageandinternationalizedstage4stagessuchasb

3、rand。Butatpresent，enterprisesofourcountryarestillatprimarystageofbrandequitymanagement。therearealotofweakpointsinoperatingthetacticsIneconomicglobalizationandintegratedprocess，brandbecomeuseasanddistinguishandindicate，re

4、gardcodeoflinkingupas，regardasandpromiseandguarantee，offerintangibleassetsvaluetoparticipateinthemeansofthemarketcompetitionBrandloyaldegree，brandpopularityqualitycognitiondegree，brandassociatedegreeandotherassets5partfo

5、rmbrandequityofcompanyInordertomanageeffectivelythecompanyproducearoundleavestartingpointonactivityregardconsumerbehaviourasstartingpointorcombineasassessmethodofbrandequitywithenterprisethetWO。Practicalexperienceindicat

6、esthatthemostgenuinebrandeqmtymanagementandadministrationneedsystemprovingandeffectualmethodInthefaceofthecompetitionfromtrans。corporatlon，ifChineseenterprisescanovercomeonesownintrinsicdefect，itisverydifficulttoshowone’