远大铃木住房设备有限公司的远铃品牌重建

论文编号:YX176   论文字数:16427,页数:18

摘要：品牌塑造日益成为董事会的管理哲学和关键日程安排。现代品牌管理思想主张：组织的职员是其品牌的象征，品牌不仅通过顾客能够接受什么（功能性价值），而且通过他们怎么接受（情感价值），去提供受人欢迎的差异服务。成功的品牌可持续发展的竞争优势在于它是反映雇员集体价值观的合适的组织文化。人们关于品牌管理的思想，不仅应注重限定以外部为中心的承诺，更要注重考虑组织内部职员如何协调行动，以保证他们全身心的致力于履行该承诺。从品牌管理的新模式可见，主要的挑战之一是协调所有增殖行动去体现完整统一的品牌。职员不再是仅因为他们的技术和知识而被聘用，还要根据他们的价值观是否与他们可能要支持的品牌价值相一致来考虑聘用他们与否。顾客更加老于世故，他们能看穿那些只是嘴皮子上服务于品牌价值的职员，这些职员实际上只是扮演品牌角色的演员而已。顾客喜欢与信赖自己的品牌并致力于宣传它的职员打交道。本文力图以一个更平衡的观点，同时从组织内部和外部看问题，来论述远大铃木住房设备有限公司的远铃品牌的建设与管理，以期通过系统详尽的品牌塑造流程，自内而外的把远铃品牌建设和维护好，进而更好的服务于远铃公司的发展。
关键词：整体浴室     品牌      品牌塑造 

Abstract::The brand biulding is increasingly becoming the management philosophy and the key arranges of the Board of directors .The thought of the modern brand management assert: The build-up employee is the symbol of its brand,the brand not only passes what(function value) the customer can acccept,but also through them how to accept (emotion value )provide the popular diffirent service.The succcessful brand can keep on the competitive advantage of the development consists in it is the culture of build-up that reflect all employee view of worth.The people thought about the brand management ,should not only make a promise to excluding department ,but also consider how to keep the moderate activity of the internel employee,to guarantee they devote their whole heart to implement
the promise .Frome the new mode of brand management ,we can see one of the primary challenge ,is how to moderate all the propagate activity for  performance the unite brand .The employee is employed ,no longer only because their techniqhe and knowledge, but also cosider their worth whether in accordance with the view of worth that they may support the brand or not.This text ,about a more standard point , sufficiently
concidering the inner organization , passing with the detailed brand biulding system,proof how to biuld and manage the brand of BROAD BELTECNO CO.,LTD. , then better service in the development of BROAD BELTECNO CO.,LTD..
Keyword: unit bathroom   brand   brand biulding 
 
 
目录
1．公司概述 3
1．1远大铃木住房设备有限公司简介 3
1．2远铃公司主要发展历程 4
1．3远铃整体浴室特点 5
1．3．1远铃整体浴室的九大优点 5
1．3．2远铃整体浴室的整体特点 5
2．远铃整体浴室目前营销现状 6
3．远铃公司对远铃品牌重建的原因分析 8
4．远铃品牌重建的方法及流程 9
4．1  远铃品牌重建的方法选择 9
4．2 制订统一完整的远铃品牌计划 10
4．2．1远铃品牌展望 11
4．2．2远铃组织文化 13
4．2．3   确立远铃品牌目标 14
4．2．4  审查远铃品牌环境 15
4．2．5综合远铃品牌的本质 16
4．2．6 远铃内部实施手段及寻找品牌资源 17
5． 结论 18
致谢 18
参考文献 18