文档介绍：题目:基于核心竞争力的企业品牌战略研究
---以安利公司为例

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摘要
随着市场经济的充分发展,各行各业的竞争变得越来越激烈,企业的利润空间有很大压力,对企业品牌的研究,特别是品牌战略研究主要集中在宣传方面。对企业品牌战略与核心竞争力关系的研究,还有待进一步深入。
本文通过以核心竞争力为视角,对品牌战略进行研究。全文分为四个部分,第一部分为引言,主要阐述选题背景、研究意义、研究现状、以及研究方法,接下来的三个部分为论文的主体部分,采用理论研究与实证分析相结合,专项分析与比较、综合分析相结合等方法进行综合分析,对安利公司的品牌战略进行具体分析。
通过本文研究,总结出企业发展真正最重要的是确定自己的优势所在,并以一种非常专注、非常认真、持久的态度来驾驭这种优势。核心竞争力是通过企业文化力、企业学习力和企业创新力三者的有机结合,三力复合形成的企业核心竞争力是企业竞争优势的真正本源。我们真的需要把品牌放在至关重要的地位。
关键词:核心竞争力,品牌战略,安利
Title:Based on petitiveness enterprise brand strategic research
-Take The Amway Corporation as the example
Abstract
Along with market economy's full development, various trades and occupations' competition es more and more is more intense, enterprise's profit space has the very tremendous pressure, to the enterprise brand's research, specially the brand strategic research mainly concentrates in the propaganda aspect. To enterprise brand strategy and petitiveness relations research, but also waits for further thoroughly.
This article through take the petitiveness as an angle of view, conducts the research to the brand strategy. The full text divides into four parts, the first part is an introduction, mainly elaborated that the selected topic background, the research significance, the research present situation, as well as the research technique, the three parts then for the paper main body part, use the fundamental research and the empirical analysis unify, the special analysis and parison, the generalized analysis unify and so on methods to carry on the generalized analysis, carries on the analysis using the statistical method to the data, carries on the concrete study to the pany's brand strategy.
Studies through this article, summarizes the enterprise development to determine most importantly truly own superiority are, and by one kind very dedicated, very earnest, the lasting manner controls this kind of superiority. Starts doing business the present from 1959 in the US, Amway sends the ma