摘    要      

隨著經(jīng)濟(jì)的發(fā)展，市場(chǎng)競(jìng)爭(zhēng)機(jī)制的完善，企業(yè)之間的競(jìng)爭(zhēng)越來(lái)越激烈，產(chǎn)品競(jìng)爭(zhēng)轉(zhuǎn)化為品牌競(jìng)爭(zhēng)，品牌競(jìng)爭(zhēng)主要集中在如何系統(tǒng)的支持品牌贊譽(yù)度的長(zhǎng)久維持與品牌擴(kuò)展的良性循環(huán)上。本文通過(guò)對(duì)我國(guó)青島海爾集團(tuán)的品牌營(yíng)銷和品牌建設(shè)進(jìn)行分析和研究將其在品牌營(yíng)銷、品牌建設(shè)中成功運(yùn)用的操作方法、問(wèn)題、措施等提出歸納，以期總結(jié)出品牌營(yíng)銷模式下廠商提高市場(chǎng)占有率的策略和方法。本文一開(kāi)始是引言，介紹了現(xiàn)階段廠商品牌營(yíng)銷策略的背景意義以及論文的研究目的和框架內(nèi)容，并提出了創(chuàng)新點(diǎn)；其次回顧了品牌營(yíng)銷與管理的相關(guān)理論概述；然后是本論文的研究對(duì)象—海爾集團(tuán)簡(jiǎn)介及品牌營(yíng)銷現(xiàn)狀；接著介紹了海爾集團(tuán)品牌營(yíng)銷存在的一些問(wèn)題；針對(duì)海爾集團(tuán)品牌營(yíng)銷所存在的問(wèn)題進(jìn)而提出解決措施；最后是全文的結(jié)束語(yǔ)。

    關(guān)鍵詞：海爾集團(tuán) ， 品牌營(yíng)銷 ， 營(yíng)銷策略 ， 問(wèn)題

                      Abstract
  With the development of economy, the market competition mechanism is perfect, the competition between enterprises is becoming more and more fierce, the product competition into brand competition, brand competition is mainly focused on how the system supports the brand praise degree of long-term maintenance and brand extension of the benign loop. This article through to our country Qingdao Haier Group's brand marketing and brand building to analyze and study the brand marketing, brand building of the successful application of the method of operation, problems, measures and other authors, in order to summarize the brand marketing mode manufacturers to improve market share strategies and methods. This paper begins with a preface, an introduction to the present brand marketing strategy background meaning and purpose of this research and framework, and puts forward some innovative points; secondly, review of brand marketing and management related theory; then is the research object of this thesis, Haier Group and brand marketing present situation; then introduced Haier Group brand marketing problems; for Haier Group brand marketing the existing problems and puts forward the solving measures; finally is the conclusion of the thesis.
Key words: Haier Group, brand marketing, marketing strategy, problem
 
 
                  

                     目  錄
第1章 緒  論............................ ......................1
   1.1本文選題的背景及研究意義............... ..................1
   1.2研究思路及方法...........................................1
   1.3論文框架............... ..................................1
1.4主要?jiǎng)?chuàng)新之處............... ..............................1
第2章 品牌營(yíng)銷相關(guān)理論概述....................................8
2.1品牌營(yíng)銷內(nèi)涵及概述.......................................8
2.2品牌營(yíng)銷策略概述.........................................8
2.3品牌營(yíng)銷的重要性........................................10
第3章 海爾集團(tuán)品牌營(yíng)銷現(xiàn)狀...................................11
3.1海爾集團(tuán)簡(jiǎn)介及其概況....................................11
3.2海爾集團(tuán)品牌營(yíng)銷策略現(xiàn)狀................................11
3.3海爾集團(tuán)品牌營(yíng)銷建設(shè)與管理現(xiàn)狀..........................12
第4章 海爾集團(tuán)品牌營(yíng)銷存在的問(wèn)題及其原因分析.................15
4.1盲目品牌擴(kuò)展阻礙了企業(yè)品牌的持續(xù)健康成長(zhǎng)................15
4.2傳播與公關(guān)技巧的綜合能力不強(qiáng)影響品牌傳播................16
4.3強(qiáng)勢(shì)文化的副作用阻礙品牌創(chuàng)新............................17
4.4海爾放棄“中國(guó)造”主攻營(yíng)銷影響全球名牌戰(zhàn)略進(jìn)程..........17
4.5忽視了持續(xù)廣告的作用不利于品牌鞏固......................18
第5章 海爾集團(tuán)品牌營(yíng)銷的完善措施.............................19
5.1整合品牌擴(kuò)展策略，維護(hù)品牌優(yōu)勢(shì)..........................19
5.2完善信息傳播渠道與技巧，重視與加強(qiáng)公關(guān)能力..............20
5.3注重企業(yè)內(nèi)部的人本管理..................................21
5.4重視“中國(guó)造”理念加強(qiáng)品牌優(yōu)勢(shì)..........................22
5.5加強(qiáng)廣告攻勢(shì)，維護(hù)和提高品牌知名度......................23
結(jié)束語(yǔ)........................................................25
參考文獻(xiàn)......................................................26
致謝..........................................................27