文档介绍：In the process of globalization of world economy,enterprises of China’s o industry will petitions and challenges not only from panies,but also from the fierce petition,resources are converged panies which have powerful are playing an important a famous brand is an effective method of reacting petition and obtaining further also needs to build a stronger brand to meet pany’s vision
The paper includes 6 chapter induction of the background and purpose of the research,in chapter 2,the prescription of the present condition of XZTC and analysis of its branding chapter 3,knowledge of brand and branding chapter 4,analysis of o market in China and in foreign chapter 5,SWOT chapter 6, suggestions to the crafting and implementing of branding strategy of is the most important part of the paper
The research method of the paper is finding main problems in a changing external environment,researching relevant theory and market in the framework,finding out regulation and then arriving at appropriate conclusion toward branding strategy
The main content of the paper is as following:the definition of brand and branding strategy, the content of branding strategy,relationship between branding strategy and cooperate mon method of branding strategy,characteristics of world o market,present conditions and problems of China’s cigarette brands,SWOT analysis of ·and suggestions to its branding strategy.
Innovations:According to the development of brand of XZTC,the author offers a uew way of thinking:consolidate the name of pany and its umbrella brand and then craft an appropriate strategy to the main products of paper is practically meaningfu
KEY WORDS: Strategy,linlbeng e lGroup)Cenlpany
7831‘9
郑重声明
本人的学位论文是在导师指导下独立撰写并完成的,学位论文没有剽窃、抄袭等违反学术道德、学术规范的侵权行为,否则本人愿意承担由此产生的一切法律责任和法律后果,特此郑重声明。
学位论文作者(签名).渤勇
历晒年5月/1d6日加的,年0月 口
第一章 绪论
第一章绪论 1