东软集团品牌营销策略研究.doc

中文题目:东软集团品牌营销策略
外文题目:NEUSOFT GROUP BRAND MARKETING STRATEGY
毕业设计(论文)共 25 页(其中:外文文献及译文2页)
完成日期 2011年11月答辩日期 2011年12月
摘要
目前,国内企业主要面向国内市场需求,向国内买家以低于外国企30%-50%的价格提供与外国企业差不多的优质产品,中国民族是最聪明最有智慧的民族,在很短的时间内就可以学到国外的技术来提高产品的品质,从而达到同国际企业竞争的核心力,但是却怎么也卖不了同国际品牌同等的价值。而只能获取低于外国企业30%-50%的价值利润。由此中国企业家们是不是应该深思?
本文就中国绝大多数企业都存在的这种品牌策略问题通过一个具体的公司东软集团来进行系统的描述,主要以公司的品牌效应怎样左右消费者,怎么样在品牌策略问题中树立大企业形象,深入分析东软集团在品牌问题细节上的把握以及不足为导向,进一步研究东软集团以及其他各个企业普遍存在的品牌效应问题进行深入探讨和研究。
结果发现中国的大多数企业都存在着一项通病,品牌意识薄弱,所以更需要依靠技术保证产品质量,加强树立品牌形象。在世界市场范围中占有一席之地。
关键词:品牌;品牌效应;东软集团;市场营销;企业形象;提升价值
Abstract
At present, domestic enterprises are mainly for the domestic market demand to domestic buyers outside the state-owned enterprises with less than 30% -50% of the price and panies about the quality products, the Chinese nation is the most intelligent and wise people, in a very short time can learn foreign technology to improve product quality, so as to achieve the core of the petitive power, but also how not to sell the same value with the international brand. panies can only get less than 30% -50% of the value of the profits. Chinese entrepreneurs are not the result should ponder?
In this paper, the vast majority of panies there this problem by a specific brand pany Neusoft Group to the description of the system, mainly about how pany's consumer brand, brand strategy in the problem how to establish a big business image, in-depth analysis of Neusoft Group, the brand issue in detail and the lack of certainty as oriented, further pany Neusoft Group and various mon brand and study issues in depth.
Found that the majority of Chinese enterprises are the existence mon problem, brand awareness is weak, so the need to rely on technology to ensure product quality, enhance brand image. Range in the world market place.
Key words: Brand; brand; Neusoft Group; marketing; corporate image; to enhance the value of
目录
前言 5
1 品牌策略发展的现状 7
国外品牌策略的发展 7
9
10
2 东软集团品牌营销策略分析 12
懂得品牌营销的东软 13
2