奥康品牌战略的研究.docVIP

基于奥康品牌发展战略的研究 摘 要 关键词 ；； STUDY ON THE AOKANG BRAND OF STRATEGY ABSTRACT Since the Chinese economic reform, Chinas local enterprises have begun to have a certain size and strength after 30 years of developments. Chinese manufacturing have been famous all over the world. We can see the Made in China logo on the global market. However, with the further deepening of the reform, China begin to be open to the world, and more and more abroad famous brands come into the home markets. The market gradually fierce competition, also the economic and industrial structure faced adjusts. The enterprises are facing huge challenge on their survival and development. The number of enterprises in China has already begun facing the risk of peer mergers and exits the market. But a small part of business due to a clear long-term goal, and scientific development strategy and effective management, the market began to expand, to start to the direction of the international force. Enterprise’s further development and solve the crisis; we need to establish a good brand. Accordingly, to study the brand of strategy has been mentioned in the schedule. AOKANG focus research on this aspect .So it become the best 100 enterprises. This paper will introduced the success of AOKANG brand through the process of the brand establish. The stage of AOKANG brand strategy also has some obstacles and problems existence .And have a new discovery and understanding about the question. KEY WORDS AOKANG; brand of strategy; Chinese manufacture 目 录 中文摘要 I 英文摘要 II 目 录 III 前言 1 1 基本概念 1 1.1 品牌 1 1.2品牌战略的认识与定义 1 1.2.1 品牌战略认识 1 1.2.2 品牌战略的内容 2 2 奥康品牌发展历史中的品牌战略 2 2.1奥康品牌的创立 2 2.2 奥康品牌规划识别系统 3 2.2.1奥康品牌核心价值提炼 3 2.2.2 营销规划品牌战略 4 2.3 奥康品牌的识别和界定的 5 2.3.1 奥康品牌的设计 5 2.3.2 建立和消费者关系 5 2.3.3 奥康品牌形象的传播 6 2.4奥康品牌战略的模式化选择 7 2.4.1 奥康多品牌战略选择 7 2.4.2 奥康多品牌战略中市场细分策略 7 2.4.3 奥康多品牌战略定位与操作理念 9 2.5 奥康品牌战略远景 9 2.5.1奥康品牌远景提炼 9 2.5.2 奥康实施品牌远景的战略的措施 10 3 奥康品牌战略存在的问题 11 3.1 奥康在品牌识别和界定上的问题 11 3.2 品牌管理营销有待创新 11 3.3 奥康品牌模式选择上出现的问题 11 3.