国内企业品牌战略研究

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1、安徽大学硕士学位论文《国内企业品牌战略研究》姓名：姜玲玲申请学位级别：硕士专业：政治经济学指导教师：吕英斌2003.5.28￡蠹嚣蘩婺j辩港邑藏袁强今麓家竞挚瓣蕊爨孚段乏～，宅露孳：太搭数国、、／奄垒建潦溪溉逶熬惑蕊，又爨懋蘩黥。{零文露黉试銎簌蓬黪懿邃支、穗攥、露震分掇越，黠当戆国惑念监翦撼牌藏酶授管理映隈避嚣深入剁榭。不涟鬟深入掩久遗菇落黼鬻，燕鬻藏女嚣靛乏罨凌褴瓣稳定筏，冤涟蕊麓鬻藉淤娥～霹靛轰渤瓣寝，是瑟魏鬻漆金篷蕊黪簿袁蕊主饔瓣鬏。青蘑鬣漆逡嚣簿鬻幂靛，薅薅瞽壤磷埝瓣贫瘸与察舔撵{乍经

2、验麓匮乏，金攮爨赛短会，跤乏粪歪熬盒l￡露等，瓣跫秣褒这些瓣避瓣主襄爨嚣；髂髫蹇歌攀鞠哥象、海衣辩大瀑簿秀褰瓣，试鬻葳串簸蕊磊簿翁越瀑、餐理之溢。可瑟爵器魏虢一嚣二懿燕艨魏穰心，获瓣丈方露与辩镶避，滚臻了～令酉年螽黪长菇不囊熬摊漆。纛海誊扶～开始靛试淤黼莛簿躲藏黪蕊盘盈羧羧游关穗，奁潞麟涪窘莲疆枣蕊蕊褥穿港避、逡步鬟爨瓣壤鼹，袭癸器爨髂书爨盎B蟪恕攒了赫熊瓣实矮，姨疆矬骏浃豹时瓣爨瓣立超了瓣凑家瞧第一豁牌、在嚣稼赘凌上享誊凝黻裔名寝魏装麓燕薅，娥掰，露喾簌，、炎秀嚣霹鬣内忿避蟊’-。_--u-。

3、～一楚实藏繇麓凌嬉臻遂了建设键惫浚，【装犍溪】菇簿j品簿援媾芦霹秘可爱≯滁霉螯蠹惑欺谟啄瓣衩Abstract：Brandnamehasbecomeoneoftheimportantcompetitionmethodintoday’Smarket。It’Sfamiliartomostofthedomesticenterprises+it’SalsounfamilJartothem．Theauthoroftheessayistryingtoanalysisthebrandnsfllestrategy

4、andmanagementweaknessofdomesticenterprisesfromtheaspectsofdefinition，characteristicsandit’Sroles．Payingnoattentiontobuilduptongtermbrandname，shortofsystemattributeandstabilityofbrandnamestrategy，pursuingshorttermprofitorgreatstireffect．Thesearethemai

5、nproblemindomesticenterprises’brandname．Marketeconomyinplacenotforalongtime，lackofbrandnameadministration，theoryandoperationexperience，short1ivingofenterprises，shortoftrueentrepreneurareprimaryreasonsforaboveproblems+Theauthorwantstofindoutthewaytobu

6、ildupandadministrateabrandn87nebystudyingthecaseofcoca—colaandHAIR。From5aspects，usingitsuniquequalityasakey，coca—colatelIsalonglastingbrandnamemythforacentury．Fromverybeginning，HaierrecognizedthatfavorablebrandnameiSthefoundationtosuccessforanenterpr

7、ise．Followingtheroleofproceedinginanorderlywayandimprovingstepbystepintheprocessofbuildingupbrandname，HaiergrasptheessenceofbrandnameintheiroperationandbuiItthenumber1brandnameofdomesticapplicantsincbinainashorttime，alSOawellknownbrandnameinworldwide

8、。atlast，authorgiYeSoutoo轮str轻ctivesuggestiononbrandrlaa21estrategytodomesticenterprisesforeightaspects。Keywords：Brandname，brandnamestrategy，Cocacola，Haier，domestic，Enterprises}靛isunderst8nding，eOunter疆leasure国内企业品牌战略研究孳l富经过近二十年的努力，中国政治、经济体制改革取得了举世瞩目的