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论文编号：	2173
作者编号：	2220070902
上传时间：	2010/1/20 9:57:34
中文题目：	基于核心能力的泰山水泥品牌管理体系研究
英文题目：	The research of the brand management system of Taishan cement beseel on the core capacity
指导老师：	韩德昌
中文关键字：	品牌管理 核心能力 质量保障 生产运作保障 实施效果
英文关键字：	brand management; core capability, quality assurance; productionrun assurance; operation effect。
中文摘要：	品牌作为开展营销活动的手段，是使自己的产品在竞争中与众不同，在经营过程中长期获利并保持其在市场中的地位所采用的一种方式。 本论文的研究正是在中国已经加入WTO，全球企业界已经从产品竞争发展到品牌竞争的背景下，在借鉴中外企业品牌管理的成功经验的基础上，来探寻如何更加有效地进行品牌管理，使中国的水泥企业能够抓住机遇，在新世纪的品牌大战中能脱颖而出而提供有益的参考。 我国虽然是世界上的水泥产量最大的国家，但至今没有一家企业能进入世界水泥十强的行列，优质水泥缺口仍然很大。因此，如何打造水泥行业的强势品牌，把握住水泥市场在不断扩大的大好机遇，在激烈的市场竞争中获胜，让民族品牌走向世界，是目前水泥业界所瞩目的问题。泰山水泥集团有限公司通过对公司的竞争环境、自身劣势、行业环境、营销观念、促销活动、营销组织与决策能力、品牌管理、质量保障体系等进行科学分析，找出自身优势和不足，制定了品牌战略体系、组织保障体系、质量保障体系、生产运作保障体系以及企业文化保障体系，通过积极组织实施，取得了良好的经济效益和社会效益。
英文摘要：	As a medium of marketing, brand that makes one’s product larruping in the competition is a mode that can make one keep profiting in the management and also keep the status in the market. This thesis is under the background that China has joined the WTO, and the product competition has developed to brand competition in the global business circles. Here, based on the successful experience of the brand management in Chinese-foreign enterprise, we discussed how to manage brand effectively and let Chinese cement enterprise seize the opportunity and stand out in the brand competition in the new century. Although the yield of cement in our country is the largest in the world, none of those companies get a place of the top ten corporations. And we still need produce cement with high quality. So, how to create a famous brand of cement and seize the good opportunity in the cement market to win victory and make the national brand take its place in the world in the violent market competition is what the cement fields are focusing on at present. By scientific analyzing the competition circumstance, disadvantages of oneself, trade condition, marketing logos, promotion action, marketing organization, decision ability, brand management, quality assurance and so on, Taishan cement group corporation limited company found the self disadvantages and shortage, and established the system of brand strategy, organization assurance, quality assurance, productionrun assurance, and culture assurance of enterprise. By active organization and operation, the company got good economic benefit and social benefit.
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