区域品牌伞运用策略分析以“赣南脐橙”为例-analysis on application strategies of regional brand umbrellas - taking gannan navel orange as an example.docxVIP

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区域品牌伞运用策略分析以“赣南脐橙”为例-analysis on application strategies of regional brand umbrellas - taking gannan navel orange as an example.docx

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区域品牌伞运用策略分析以“赣南脐橙”为例-analysis on application strategies of regional brand umbrellas - taking gannan navel orange as an example

目录第1章绪论······································································11.1研究背景····················································································11.2研究的目的和意义········································································11.3研究方法和结构框架·····································································31.4研究的特色与创新之处··································································3第2章文献综述································································52.1国外品牌研究现状········································································52.1.1品牌理论··················································································52.1.2区域品牌理论············································································52.1.3品牌伞理论的发展·······································································72.2国内区域品牌及品牌伞研究现状·····················································102.2.1国内区域品牌研究·····································································102.2.2国内品牌伞研究········································································10第3章理论背景······························································123.1区域品牌伞形成路径····································································123.2区域品牌伞构建··········································································133.2.1品牌伞识别设计········································································133.3区域品牌伞传播··········································································163.4区域品牌伞的管理·······································································183.4.1区域品牌伞管理团队建设····························································183.4.2制定区域品牌伞架构··································································193.4.3区域品牌伞产品延伸··································································193.4.4区域品牌伞长期维护···································································19第4章赣南脐橙品牌伞建设现状评价···································204.1赣南脐橙产业及品牌发展状况评价······························