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论文编号：	9564
作者编号：	2120152537
上传时间：	2017/12/7 12:54:39
中文题目：	AUF香水品牌战略研究
英文题目：	AUF Perfume Brand Strategy Research
指导老师：	杜建刚
中文关键字：	品牌规划；环境分析；品牌定位；品牌沟通
英文关键字：	brand planning； environmental analysis； brand positioning； brand communication.
中文摘要：	中国经济经过30年的高速发展，人民生活发生了翻天覆地的变化，商品购买力逐步提高，同时笔者发现品牌在人们的日常生活和企业的经营活动中显得越来越重要，尤其是企业深刻认识到品牌是企业存活的根本。但在这认识的过程中，中国的企业走了很多的弯路，获得了很多深刻的教训。通过那些教训使中国企业才开始真正重视品牌战略的相关问题。但是我国大多数企业对品牌战略的重要性和必要性认识不足。企业在进行品牌建设时对于怎样规划品牌、怎样准确品牌定位、如何使品牌沟通的效果达到最佳等方面都需要进一步规范和提高，并设立相应的保障措施确保品牌战略的顺利实施。 本文以AUF香水品牌为例，参照了品牌核心理论，用品牌规划、品牌定位和品牌传播等知识，针对环境和竞争对手进行了分析，研究其在品牌发展的路程中遇到的问题及所进入的误区，认为企业管理者应该结合企业自身特点，发挥自身优势。必须根据企业实际情况来制定自身的品牌战略，坚持不懈的提升企业竞争力，得到了正确的品牌规划，准确的品牌定位和高效的品牌传播才能确保企业品牌战略得以实现，企业才能长期健康发展的结论。应该注意的是，在企业确定了要实施的品牌战略后，还应该有相应的保障措施来确保品牌战略的分阶段目标的实现，这是很多企业非常容易忽略的问题。 围绕上述观点，本文从品牌规划，品牌定位，品牌沟通等方面展开论述，阐述了企业应如何树立品牌形象和如何规划品牌。
英文摘要：	With the rapid development of China's economy after 30 years, great changes have taken place in our life, commodity purchasing power gradually increase, at the same time, we found that the brand in People's daily life and business activities of enterprise is becoming more and more important, especially the deep understanding to the brand is the enterprise survival of an enterprise. But in this process, China enterprises have taken a lot of detours and have learned a lot of lessons. Through these lessons that China companies began to truly value brand strategy. However, the importance and necessity of the brand strategy of most enterprises in China are insufficient. In the process of brand building, enterprises need to further standardize and improve how to plan the brand, how to accurately position the brand, and how to achieve the best effect of brand communication. and set up corresponding guarantee measures to ensure the smooth implementation of brand strategy. In this thesis, AUF perfume brand as an example, with reference to the brand core theory, brand planning, brand positioning and brand communication and other knowledge。for the environment and competitors were analyzed to study its brand development in the course of the problems encountered and entered of the errors, that business managers should be combined with their own characteristics, to play their own advantages. must be based on the actual situation of enterprises to develop their own brand strategy, unremitting to enhance the competitiveness of enterprises, has been the correct brand planning, accurate brand positioning and efficient brand communication to ensure that corporate brand strategy can be achieved, the enterprise can long-term healthy development in conclusion. It should be noted that in the enterprise determine to implement the brand strategy, also should have corresponding security measures to ensure the realization of brand strategy of the phased target, it is very easy to ignore the problem many enterprises. Based on the viewpoints, this paper discusses the brand planning, brand positioning, brand communication and other aspects, and expounds how the enterprise should establish the brand image and how to plan the brand.
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