论国际市场营销中的品牌策略

论文编号:GM260  包括:开题报告及任务书,论文字数:9331,页数:14

摘   要

在国际市场营销中，过去的产品竞争已开始转变为品牌之间的较量。各国企业通过品牌经营与各种营销手段相结合，来提升企业形象和品牌形象，增强企业的竞争力.一个优秀的品牌会在社会公众心目中具有很高的知名度和美誉度，能培养一批忠诚的消费者群体，能帮助企业在激烈的国际市场竞争中占据优势地位。所以企业要参与世界市场竞争，就必须创立自己的品牌，建设自己的品牌,发展自己的品牌,让自己的品牌走向世界。而企业的品牌能否在竞争中获得成功很大程度上取决于他能否正确有效地推行品牌策略。本文正是在分析国际市场营销中各种品牌策略的运用的基础上，结合我国企业在国际市场上推行品牌策略的现状，对企业实施品牌策略过程中值得注意的问题提出了自己的看法。
【关键词】国际市场营销 品牌策略 本土化

Abstract

The competition have transformed from product to brand in the international marketing. Many enterprises have advanced the image of enterprise and brand and enhanced the competitive power through integrating of diversified measures and brand handling. An outstanding brand has a very lofty reputation in public, which will bring up multitudinous loyal colony of customers and help the corporation to take up a preponderant status in the competitive international market. So enterprises must build and develop their own brands, if they plan to participate in the global competition. Meanwhile, a successful brand mostly depends on the enterprise’s enforcing brand strategy correctly and effectively. This essay sums up the actual status of enterprises enforcing brand strategy in our country on the basis of analyzing the application of various kinds of brand strategies in international marketing. At last, the thesis is to express the opinion of how to solve the problems which had occurred in the course of Chinese enterprises’ brand strategies.
【Key Words】International Marketing;  Brand Strategy;   Localization

目  录

1  国际市场营销中品牌策略的运用及相关案例分析 ..............2
1.1品牌本土化策略.......................................... 2
1.2多品牌策略 ..............................................4
1.3品牌形象策略 ............................................5
1.4品牌差异化策略 ..........................................6
2  我国企业在国际市场营销中推行品牌策略的现状 ..............6
2.1品牌策略意识滞后 ........................................6
2.2品牌价值和影响力较低 ....................................7
2.3在推行品牌策略的探索中部分企业崭露头角 ..................8
3  推行品牌策略应注意的问题 ................................8
3.1树立正确的品牌竞争意识 ..................................9
3.2准确进行品牌定位,培养消费者品牌偏好与品牌忠诚 ...........9
3.3谨慎选择目标市场 ........................................10
3.4充分注意到品牌的文化特征 ................................10
结束语 .....................................................12
参考文献 ...................................................13
致  谢 .....................................................14