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The Study on the Program about Brand Based on the Key Value

Author: LiuWenJun
Tutor: LiuHong
School: Hebei University of Technology
Course: Business management
Keywords: Brand Core values Stakeholders BIS Planning
CLC: F273.2
Type: Master's thesis
Year: 2005
Downloads: 443
Quote: 1
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Abstract


Direct performance of the enterprise competition is vying for market share . However , mature and market competition continues to intensify as consumers , traditional marketing thinking to guide corporate marketing practice , although it may lead to the continuous growth of the sales volume , but not necessarily at the same time lead to the continuous improvement of the level of profits , profits continued the ultimate pursuit of growth is the business . Studies abroad , the creation and consolidation of brand loyalty is an effective way in order to maintain sustained growth , corporate profits . Brand planning study for precisely this purpose a specialized marketing issues . Strengthen brand planning system , will further enrich and develop the ideas and theories of modern marketing . In particular, some enterprises in China have not yet realized the importance of the presence of the brand of the company , and view them as a castle in the air , and a dispensable luxury game , some enterprises have realized the importance of the brand , but I do not know how to start . Brand planning strategy for corporate research , corporate brand building , to create a strong brand in China , has a very important practical significance . The basic purpose of this thesis , that is, in theory, core values ??, brand planning study for the research starting point , to enrich and develop the theory of modern brand strategy to guide enterprises , especially Chinese companies brand development strategy formulation and implementation . This paper on the significance of the topic , the research methods to study the structure and main innovation has made an overall description , and systematic review of relevant research literature and the preliminary defined on the basis of this thesis to make the basic concepts involved in trying to brand core value target starting point , build brand planning system , combined with the actual brand planning project , brand planning strategy to develop practical guidance to other companies .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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