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摘要：随着市场经济的不断发展，企业面临的市场竞争空前加大。在这样的市场大背景下，核心竞争力的提高成为了企业生存和发展的核心要素。品牌经营作为企业核心竞争力提高的关键手段，越来越受到企业重视，虽然企业通过强化对品牌经营成功提高了企业品牌市场声誉。但不少企业品牌经营依旧存在着品牌优势不明显、品牌文化欠缺、品牌营销策略不合理等问题，严重制约着企业品牌声誉的提高，阻碍了企业的进一步发展壮大。本文对坤锐电子公司品牌经营存在的问题及对策进行了研究，首先阐述了研究背景、目的意义以及相关研究理论；接着，分析了坤锐电子公司品牌经营现状，并从品牌定位、品牌形象、品牌推广、品牌优势、品牌危机五个方面出发分析了坤锐电子公司品牌经营存在的问题；最后，针对性地提出了上海坤锐电子科技有限公司品牌经营对策。33067
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毕业论文关键词：品牌经营；品牌定位；品牌优势；坤锐电子公司
Research on the brand management problem and Countermeasure of Shanghai Kun Rui electronic technology Co., Ltd.
Abstract: With the continuous development of the market economy, the enterprise is facing unprecedented market competition. Under the background of such market, the improvement of core competitiveness becomes the core element of enterprise survival and development.. As the key means of improving the enterprise core competitiveness, brand management is more and more enterprise value, although the enterprise brand marketing reputation through strengthening the brand management. But many enterprises brand management still exist brand advantage is not obvious, the lack of brand culture, brand marketing strategy for the unreasonable wait for a problem, a serious constraint to improving corporate brand reputation, hindering the further development of enterprises growth. The Kun Rui electronics company brand management of existing problems and countermeasures are studied. Firstly, the paper introduces the research background, purpose, significance and related research theory; then, analyze the Kun Rui electronics company status of brand management, and from five aspects: brand positioning, brand image, brand promotion, brand advantage, brand crisis of Kun Rui electronics company brand management existing problems are analyzed. Finally, Shanghai Kun Rui Electronics Technology Co., Ltd. brand management countermeasures were put forward according to.
Key words: brand management; brand positioning; brand advantage; Kun Rui electronics company
目录
1 绪论 1
1.1 研究背景 1
1.2 研究目的及意义 1
1.3.相关理论界定 1
2 坤锐电子公司品牌经营现状分析 2
2.1公司简介 2
2.2品牌经营背景 2
2.2.1 品牌形象 2
2.2.2 品牌定位 2
2.2.3 品牌创新 3
2.2.4 品牌公关 3
2.3公司发展历程 3
3 坤锐电子公司品牌经营机会分析 4
3.1宏观环境分析 4
3.1.1政治环境 4
3.1.2经济环境 4
3.1.3社会环境 4
3.1.4技术环境 5
3.2微观环境分析 5
3.2.1竞争者分析 5
3.2.2消费者情况分析 5
3.3 SWOT分析 6
3.3.1 优势 6
3.3.2 劣势 6
3.3.3 机会 6
3.3.4 威胁 6
4坤锐电子公司品牌经营问题分析 7
4.1 市场定位不准确 7
4.2 品牌形象不清晰 7