文档介绍：毕业论文
题目: 商标在产品营销中的作用
The effects of brand names in marketing
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摘要
关于商标的话题在新闻媒体中屡屡被提起,原因之一是很多企业对商标的作用认识不太清楚,没有把商标看得很重要,致使企业在营销过程中由于商标遭抢注或者被买走后束之高阁而受到很大损失。还有一些企业对产品的商标的宣传力度不够,导致产品市场占有率下降甚至退出市场。为此,我们应重新审视商标的作用。
近年来介绍商标的书籍和讨论“商标战略”的文章日渐多了起来,这为我国企业发展提供了可借鉴的案例,开阔了企业家的视野。但大多数仅是一些著名商标个案发展史的罗列,或者是站在传统营销观念上探讨商标内在的机制问题,难以找到关于我国现阶段市场特征的商标作用的文章。为了解决这个问题,本论文在分析国内外多企业在商标成败的基础上,结合我国实际,阐释了商标在产品营销中对企业、消费者以及产品本身的作用。
关键词商标;企业;消费者; 产品;作用
Abstract
Brand names on the topic in the media has repeatedly been raised, one of the reasons is that panies did not understand the role of the brand names clearly, did not know the importance of the brand names resulting in the marketing business in the course of being registered as trademarks or being bought panies have been shelved after huge losses. There are also business-to-product brand names of the propaganda , leading to market share dropped even withdraw from the market. To this end, we should re-examine the role of brand names.
In recent years many articles introduced the trademarks of books and discuss "trademark strategy," the article increased more, this is the development of China'panies .They can learn from the case, the broad vision of the entrepreneur. But the majority only in some cases well knew brand names of the history of the development list, or the traditional marketing concepts trademark of the internal is difficult to find the market at this stage of China's brand name uncharacteristic of the role of the article. To solve this problem, this article learnt from more than the analysis of domestic and foreign enterprises in the ess or failure on the basis of trade mark, with China's reality,illustrates the effects of the brand names in product marketing in panies, consumer and the product itself .
Key words Brand names ;companies;consumers;products; effects
CONTENTS
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effects of brand names pany.………………………………1