文档介绍：哈尔滨商业大学德强商务学院
毕业论文(设计)
毕业论文
题目快速消费品品牌塑造策略研究
指导教师
学生姓名
二O一二年五月九日
快速消费品品牌塑造策略研究
摘要
快速消费品是非常活跃的产品品类。在快速消费品领域中,遍布我们周围的都是国际上鼎鼎有名的跨国公司,而属于土生土长的本土企业却微乎其微。一个于分明显的事实是:与跨国公司进行竞争的本土企业大都只能占据大多数产品系列的低端市场,而国外品牌却牢牢控制着高端市场。大多数快速消费品并非高科技产品,而外国跨国公司在经营的成功主要依赖于品牌经营。品牌经营现在是企业最重要的层面,无论是银行还是玩具店,品牌成功等同于企业的成功,事实上整个品牌塑造的重点是要让一个产品或一家企业与它的竞争对手明确区别开来。在内容安排上,全文共分五大部分:第一部分绪论,介绍了选题背景、目的及研究意义与方法;第二部分阐述了相关理论;第三部分介绍了快速消费品行业的相关情况;第四部分说明快速消费品行业品牌塑造存在的问题;第五部分提出快速消费品品牌塑造的对策,得出了本文的结论,以求研究严谨。
关键词:快速消费品;快速消费品行业;品牌塑造;品牌推广
FMCG branding strategy
Abstract
The fast moving consumer goods is very active in the product category. In the field of fast moving consumer goods, all over around us are the international Dingdingyouming multinational and local enterprises belonging to native has been negligible. A very obvious fact: most of the local enterprises pete with panies can only occupy most of the product line of low-end market, foreign brands are firmly in control of the high-end market. Most of the fast moving consumer goods is not a high-tech products, and foreign multinationals operating ess mainly depends on the brand management. Brand management is the most important aspects of bank or toy store, brand ess is equivalent to the ess of the enterprise, in fact, the whole branding focus is to make a product or a business with petitors a clear distinction between The arrangement of the content, full text is divided into five parts: Part I Introduction, introduces the research background, purpose and significance, and methods; second part describes the relevant theory; the third part of the fast moving consumer goods industry; fourth section describes the existing problems; part V of the problem is proposed too countermeasures, presented the conclusions of this paper, in order to study rigorous.
Keywords: fast moving consumer goods; fast moving consumer goods industry; branding; branding
目录
摘要 I
Abstract II
目录 I
1 绪论 1
研究的背景 1
研究目的和意义 1
研究目的 1
研究意义 1
研究思路与方法 1