宁波中小家电企业品牌管理问题及对策研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波中小家电企业品牌管理问题及对策研究 摘 要 进入21世纪，随着企业的国际化、竞争激烈化、需求多样化，企业更加清楚的意识到品牌管理的重要性，树立品牌意识，加强品牌管理，塑造民族品牌已经成为了众多企业的共识，品牌建设的重要程度直接关系着企业的经营效益。 本文着眼于国内家电行业的背景，国外知名家电企业纷纷进驻中国的家电市场，共同抢占市场份额，由于品牌意识不强，品牌管理不善，竞争力下降，有些国内新兴自主家电品牌甚至退出了中国的市场，基于国内的家电背景，本文以品牌管理的内涵和强势品牌的培育策略为理论基础，参考了大量的文献资料，查阅相关的宁波家电行业新闻动态，分析了宁波中小家电企业品牌发展的现状，探究宁波中小家电企业品牌发展存在的缺点和不足，以宁波方太集团作为研究案例，得出对方太品牌管理成功的经验和启示，希望宁波其他的中小家电企业能够树立品牌的竞争意识，重新审视自身管理的不足，从现实角度出发分析企业发展的优势和劣势，把品牌管理放到重要的位置，通过本文的分析能够得到一些启示，使自身的品牌能够上升到国内一线品牌甚至是国际品牌，提升企业的竞争力。 关键词： Abstract In the 21th century, with the internationalization of business, rivalry intensification and demand diversification, the company realizes brand supervisory importance more clearly .so setting up brand consciousness,intensifying a brand supervision and molding our own brand have already become the consensus of numerous businesses.The brand constructive important degree directly relates to a business of management efficiency. This text is fixed attention on to local appliance craft of back ground, the foreign well-known appliance business stations in the appliance market of China in succession and battles out market share together, because of ill brand consciousness and management, the competition ability descends, some local newly arisen independent appliance brands even exited the market of China. according to this back ground, this text is based on brand management and made reference to a great deal of cultural heritage data, checking related rather wave the appliance craft nws dynamic state, analyzing the brand deveolp of present condition, investigating the brand deveolp existent defect and scarcity,.this text is making a research for the fotile company and analysing brand manage successful experience and apocalypse, hoping that other small appliance business set up rivalry consciousness of brand and re-examine oneself supervisory scarcity and promote the competition ability of business,making oneself of the brand up to local front-line brand even bocome the internation