毕业论文（设计）五粮液品牌提升策略研究.docVIP

本科毕业设计（论文） 题目 五粮液品牌提升策略研究 院 系 管理工程系 年 级 2007级 专 业 市场营销 班 级 01 学 号 020307123 学生姓名 何 丹 指导教师 胡彦蓉 职 称 中级 论文提交日期 2011-5-22 常熟理工学院本科毕业设计(论文论文 五粮液品牌提升策略研究 摘 要 经济全球化的今天，一国的发展离不开其他国家，一个企业在国内发展的同时还要考虑国外市场的潜在需求，竞争变得空前激烈。在经历了劳动力、资本、技术等竞争手段后，品牌竞争俨然成为当今世界经济竞争的主要手段。 本文以五粮液集团的品牌提升策略为分析对象，使用文献分析法、理论分析法和系统分析法，结合品牌提升相关理论，针对我国目前白酒行业的现状和五粮液集团现处的营销环境，提出了五粮液品牌的提升策略。首先，本文对品牌提升相关理论进行综述，为下一步品牌提升策略研究打好理论基础；其次，对五粮液的营销环境进行系统的分析，在此基础上剖析了该企业的品牌发展现状及存在问题，最后，提出五粮液品牌提升的有关策略。 品牌是企业的重要无形资产，我们应当认识到品牌营销是品牌发展的必要手段，提高企业的品牌意识，增升品牌的竞争力是企业在激烈的市场竞争中制胜的法宝，愿本文能为五粮液集团的品牌提升提供借鉴。 关键词：五粮液 多品牌 品牌提升 Study on Wuliangye Group Brand promotion strategies Abstract Today in the economic globalization, a countrys development cannot be separated from other countries, and the development of an enterprise should take the domestic potential demand in foreign markets into account. The competition becomes more fierce. After the means of competition such as labor, capital, technology and so on, brand competition has become the primary means of world economic competition today. This article is based on analysis object of brand upgrade policy of Wuliangye group, using document analysis, theory analysis and system analysis method and combines with related brand theory. Some brand promoting strategies for Wuliangye has been taken aimed at the current condition of white spirit and Wulaingyes present marketing environment. First, this text promotes some related theories to carry on the next brand promoting strategies. Then, Wliangyes marketing environment is analyzed?in a systematic way to analyze the brand development and some problems. Last, the brand promoting strategies are put forward. We should know that brand is one of the most important intangible assets of enterprises, we should recognize that the brand marketing is the necessary means of brand development. Increasing brand awareness and rising of brand competitivene