從跨國(guó)公司在華品牌資產(chǎn)管理的成功經(jīng)驗(yàn)談本土公司的品牌建設(shè).pdf

1、對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)碩士學(xué)位論文從跨國(guó)公司在華品牌資產(chǎn)管理的成功經(jīng)驗(yàn)談本土公司的品牌建設(shè)姓名：任春波申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：王玉榮2002.10.1SummaryWiththeimprovementofChinamarketeconomyandincreasingchallengesfromtheoverseasafterChina’SentryofWTO，productscompetitionmoreandmoreemb

2、odiesbrandscompetitionObviouslyourlocalbrandsaregrowingwithapoorcontinuitywhichiScalled“ShortsightedProblem”Nowadays，short～lifeenterprisesareincreasing，evenincludingsomefamous—brandenterprises，whichdisappearedsuddenlyaft

3、erachievingbrilliantachievements，wastingnumerousmorteyandlaborsWiththeanalysisoflocalbrands’existingproblems，wehavetOsaythatmostlocalenterprisesworkveryhard，butstillfailedjustbecauseofwrongbrandmanagementinstrategyplanni

4、ngordailypracticeFromtheanalysis，wecanfindmany‘hardwounds”inlocalbrands：Jackofpositionofbrandcorevalue，marketingstrategyisoftenchangedwithoutadheringbrandcorevalue，advertisementchangesatwilldeliveringdifferentkeymessages

5、topublic，etcDespitehugeinvestmentinadvertisement，enterprises’brandequitywholevalueandprestigehaven’tincreasedwithyearsInsharpcontrastwithlocalbrands，internationalbrandshavesuccessfulexperienceinbrandequitybuilding—adheri

6、ngbrandcorevaluetobuildbrandequityyearbyyear，whichisprovedtObethekeysecretofbrandsuccessTheoreticallyspeaking，brandcorevalueisnotonlythemainbodyofbrandequitybutalsothebrandsoulItiSthecenterofbrandmarketingandcommunicatin

7、gactivitiesNamelyallenterprisesshouldbaseonbrandcorevaluetOmanageallactivitiesincludingmarketingandcommunicationsandbuildbrandequityBrandmanagementisacomprehensiveandcomplexwork，butthekeyprocessisclear—basingonbrandcorev

8、alue，makingrightbrandpositioningandconductingcomprehensivebrandmanagement(allmarketingandcommunicatingactivities)，andbuildingbrandequityWithrichbrandmanagementexperience，someinternationalbrandsarealsomakinggreatsuccessin

9、Chinamarket，whichiSevenmoreworthstudyingtolocalenterprisesInthispaper，twowell—knowninternationalcompanies，ElectroluxandIKEA，areanalyzed，focusingontheirbrandcorevalueandbrandequitybuildingTheanalysisofElectroluxandIKEAbra

10、ndmanagementisreallyagoodtextbookforlocaIenterprisesHowtObuildstrongbrandsHowtobuildbrandequitysuccessfullytaisebrandvalueWithElectroluxandIKEAcasestudiesandtheories(ieLocalBrandStrategyofWengXiangdong，360degreeBrandMana