邯郸博特纺织有限公司品牌发展战略研究

【作者】 姚学峰；

【导师】 恢光平；

【作者基本信息】 南京理工大学 ， 工商管理， 2004， 硕士

【摘要】 品牌除了能将产品与其他同类产品区别开外，更重要的作用在于品牌是产品的象征。品牌是企业产品质量或服务质量的信誉，是企业赖以生存的基础，是企业市场竞争能力的综合表现，现代市场竞争往往是通过品牌来实现的。 本文主要对博特纺织有限公司品牌战略的制定及实施过程展开研究，通过对国内外行业形势及企业内部环境进行战略分析，论证了企业实施品牌战略的必要性及现实性；总结了博特近几年来在品牌建设上的成功经验，构建博特品牌战略管理决策体系，从而为邯郸博特纺织有限公司实施以品牌为核心的战略提供理论支持，也希望对其他纺织企业有一定的借鉴意义。并参考国内外品牌发展的成功案例，提出了博特未来应该采耿的品牌定位、品牌设计、品牌战略等。更多还原

【Abstract】 A brand sets a product apart from others of the same category. What is important, a brand, the symbol of a product, represents product or service quality of a particular business and reflects its competitiveness in the market. A brand becomes the basis for survival of a business. Competition in the market is realized through branding.The dissertation researches into the formulation and implementation of the branding strategy of BoTe Textiles Co., Ltd. The dissertation looks at the industrial picture at home and abroad and continues to demonstrate the necessity of implementing a branding strategy; then the dissertation summarizes the successful practices in BoTe’ s branding efforts, and focuses on the creation of the management mechanism for developing its branding strategy. The dissertation attempts to offer theoretical support to BoTe’ s strategy with branding efforts at its core and also has practical implications for other textile manufacturers. In addition, the dissertation draws on successful branding examples at home and abroad, and puts forward proposals in BoTe’ s future branding efforts in terms of branding orientation, design and branding strategy.更多还原