本文選題：品牌整合 + 品牌戰(zhàn)略�。� 參考：《合肥工業(yè)大學(xué)》2009年碩士論文

【摘要】： 施耐德電氣公司是一家全球范圍的電氣與自動化產(chǎn)品行業(yè)領(lǐng)導(dǎo)者。公司自1987年進入中國以來,一直實施多品牌戰(zhàn)略,并取得了很好的增長。自進入2008年以來,宏觀環(huán)境的惡化使企業(yè)的增長放慢,并暴露出了很多之前并沒有被關(guān)注到的問題。比如競爭激烈導(dǎo)致的利潤減少,機構(gòu)臃腫帶來的效率低下。如何去調(diào)整企業(yè)戰(zhàn)略,應(yīng)對新形勢下的市場競爭呢?本文給出的答案是:進行品牌整合,實施單品牌戰(zhàn)略,促進解決方案銷售。 本論文以施耐德電氣公司的品牌管理現(xiàn)狀為研究對象,通過對公司內(nèi)外部環(huán)境的綜合分析,指出施耐德電氣公司為什么應(yīng)該采用單一品牌戰(zhàn)略,分析了實施品牌整合的作用及意義,并綜合公司情況作出了品牌整合的方案設(shè)計。同時也作為一個實例,將企業(yè)通過品牌戰(zhàn)略的調(diào)整對市場營銷策略的影響作一個簡略闡述。
[Abstract]:Schneider Electric is a worldwide leader in electrical and automation products. Since its entry into China in 1987, the company has been implementing multi-brand strategy, and achieved good growth. Since the beginning of 2008, the deterioration of the macro environment has slowed the growth of enterprises and exposed a lot of previously unnoticed problems. For example, fierce competition results in reduced profits and low efficiency caused by bloated institutions. How to adjust the enterprise strategy and cope with the market competition under the new situation? The answer is: brand integration, single-brand strategy, solution sales. This paper takes the brand management status of Schneider Electric Company as the research object, points out why Schneider Electric Company should adopt the single brand strategy through the comprehensive analysis of the internal and external environment of the company. This paper analyzes the function and significance of brand integration, and designs the scheme of brand integration. At the same time, as an example, the influence of brand strategy adjustment on marketing strategy is briefly explained.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F426.6;F273.2

【參考文獻】

相關(guān)期刊論文 前2條

1 李海廷;基于體驗層次的品牌競爭策略[J];當(dāng)代財經(jīng);2003年11期

2 陳根榮;品牌整合——品牌管理的新方向[J];景德鎮(zhèn)高專學(xué)報;2002年02期

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本文編號：1945255