联系我们

论文查询结果	返回搜索

论文编号：	6727
作者编号：	2120123025
上传时间：	2014/12/5 13:42:36
中文题目：	国际贸易型初创企业的品牌战略研究
英文题目：	international trade startups brand strategy research
指导老师：	林润辉
中文关键字：	初创企业；品牌；品牌战略；战略定位
英文关键字：	Start-ups; Brand; Brand strategy; Positioning strategy
中文摘要：	加入世贸组织以来，我国的对外贸易逐渐提高，目前贸易额已经跃居世界第一，外贸企业也如雨后春笋，与此同时，企业间的竞争逐渐增强，外贸行业竞争日趋激烈，如何创立一个国际贸易型初创企业以及如何经营一个国家贸易型初创企业成为当前外贸行业面临的难题。全球化竞争加剧，外贸行业出口产品面临的竞争对手越来越多，如何选择竞争策略，也成为贸易型企业面临的问题。 随着国内产品技术的进步，产品质量的稳定，差异化竞争策略成为国际贸易型初创企业选择的竞争策略，而差异化策略的竞争在于建立品牌战略，通过品牌战略，形成产品竞争优势来获得企业的发展。企业的经营终究是实践的问题，虽然需要理论指导，但更需要公司实践的检验，作为初创企业的经营者，本文从企业经营的实践出发，提出初创型企业品牌战略的实施，为企业经营提供参考，是本文的主旨，也是应用性论文最大的贡献，为此，本文从以下几个部分展开： 第一章概述，介绍国际贸易型初创企业品牌战略的研究背景、研究意义以及总体的研究思路，揭示国际贸易型初创企业品牌战略研究的价值。 第二章初创企业品牌战略理论研究，介绍初创企业及品牌战略的基础理论，为初创企业品牌战略实施提供理论指导，也为本文写作提供理论支撑。 第三章沈阳宝泉商贸有限公司品牌战略实践分析，作为初创企业的经营者，对企业自身经营有着深刻的体会，在分析公司竞争环境的情况下，系统阐述了公司品牌战略的实施。 第四章沈阳宝泉商贸有限公司品牌战略定位，根据公司实际，制定了符合公司产品特色的品牌定位。 第五章沈阳宝泉商贸有限公司品牌战略的实施和保障，分析初创企业如何充分利用有限资源建立品牌优势。
英文摘要：	Since joining the WTO, China's foreign trade is gradually improving, has been ranked first in the world currently trade, foreign trade companies are springing up, at the same time, competition among enterprises is gradually increased, the foreign trade sector increasingly competitive, how to create an international trade based start-ups and how to operate a national trade startups become a problem currently facing the industry trade. Intensified global competition, foreign trade export products face more and more competition, how to choose competitive strategy, but also a problem faced by trade-oriented enterprises. With the advancement of domestic products and technology, stable product quality, competitive differentiation strategy to become an international trade startups chosen competitive strategy, and competitive differentiation strategy is to build brand strategy to get business through brand strategy, the formation of product competitive advantage development of. After all, is to run a business practice issues, although it requires theoretical guidance, but more needs to company practice tests, as start-up business owners, this article departure from the practice of business, proposed the implementation of brand strategy, start-up enterprises, providing for business reference, is the subject of this article, is the greatest contribution the application papers, this paper launched from the following parts: The first chapter introduces the research background of international trade startups brand strategy, research significance and overall research ideas, reveal the value of international trade startups brand strategy research. The second chapter startups brand theoretical research strategy, introduces basic theory startups and brand strategy, provide theoretical guidance for the implementation of brand strategy start-ups, but also provide theoretical support for this writing. Chapter III Shenyang Baoquan Trading Company brand strategy practice analysis, as start-up business owners, for their own business has a profound experience in analyzing the company's competitive environment, the system describes the implementation of the company's brand strategy. Chapter IV Shenyang Baoquan Trading Company brand strategic positioning, according to the company's actual, developed in line with the company's products unique brand positioning. Chapter V implementation and protection of Shenyang Baoquan Trading Company brand strategy, analyze how startups make full use of limited resources to build brand.
查看全文：	预览  下载(下载需要进行登录)