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1、西南交通大學(xué)碩士學(xué)位論文博美裝飾城品牌管理之研究姓名：郭柱興申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：工商管理指導(dǎo)教師：郭強(qiáng)20070301西南交通大學(xué)碩士研究生學(xué)位論文第1I頁(yè)AbstractInthefiercemarketcompetition，andbusinessdevelopmentandsplendorbrandisthekeyfaclorintheSUCCESSorfailureofthewarbusinessdecision．ModemeconoIIliccompetitiveness，inasense，isthebrandcompetition．Bra
2、ndisthelifeandthecore．Theoverallqualityofenterpriseperformance．Inthemarkettoachievesustainabledevelopment，onesolutionistobuildastrongbrand．Manyforeigncompanieshave蝴sfullyestablishedaworld-renownedbrand，domesticenterpriseshavestartedtohaveakeeninterestinbrandbuilding．Thisinteresti
3、nthePauseandpartlybecausewehaveseenhowthepoweroftheworld’Smostpowerfulbrandsnoon；partlybecausewearemoreseriousstrategicthinking，long-termvisiont0lookatthedevelopmentofenterprises．Thispaperintroducedthefirstforeignbranddevelopment，brandmanagememanalysisofthecurrentsituationandprob
4、lemsfromalargenumberofstrongbrandsexplorethecreationanddevelopmentofthebrandstrategyforChina'senterprises．othersusetheadvancedexperienceandtheoretical：KotlerMarketingtheory，modemintegratedmarketing．a(chǎn)ndthecmentnumberofsucr：essfulbrandbuildingourcase，130U．S．compaIliestargetingthecu
5、rrentsituation，tothedevelopmentandgrowthofenterprisesandforeignenterprisestocompete，wemustfollowtheroadofbuildingbrands．broughtoutanumberofproposals．Theresultsoftheanalysis，thispaperuniquetoseethatkindofdominantpatternthatiftheydonotstrengthenthebrand，theimpactofforeignbrandsface
6、strongthatthemarketwillbeaaayinthenearandregroup，thestrongvictorytheweakwilldisappear．Inaddition，thecombinedcompany'sU．S．operationsBomadesomeimprovements，brandbuildingapproach：(1)seizethebrandpositioningtasktomeetthechangingneedsofcustomers，(2)recognizedbrandssuchasdesign，tomeetg
7、／lstomerdemandforhJ【gh—levelfocusondemand；(3)themaintenanceandexpansionofbrandssuchasshouldanewwayofthinking．Keywords：130U．S．brandbuildingandbrandmanagementtoma]岫_taindecorativeCity西南交通大學(xué)碩士研究生學(xué)位論文第1II頁(yè)Keywords：Thecombinedcompany’sBomeibrandandmaintenance西南交通大學(xué)碩士研究生學(xué)位論文第1頁(yè)1．1論文選題背
8、景第1章緒論品牌不僅為表示商品或服務(wù)來(lái)源的標(biāo)志，而且是企業(yè)商品或服務(wù)的市場(chǎng)信譽(yù)，
