論國際市場營銷中的品牌策略

國際貿(mào)易論文編號:GM260  包括:開題報告及任務書,論文字數(shù):9331,頁數(shù):14

目  錄

1  國際市場營銷中品牌策略的運用及相關案例分析 ..............2
1.1品牌本土化策略.......................................... 2
1.2多品牌策略 ..............................................4
1.3品牌形象策略 ............................................5
1.4品牌差異化策略 ..........................................6
2  我國企業(yè)在國際市場營銷中推行品牌策略的現(xiàn)狀 ..............6
2.1品牌策略意識滯后 ........................................6
2.2品牌價值和影響力較低 ....................................7
2.3在推行品牌策略的探索中部分企業(yè)嶄露頭角 ..................8
3  推行品牌策略應注意的問題 ................................8
3.1樹立正確的品牌競爭意識 ..................................9
3.2準確進行品牌定位,培養(yǎng)消費者品牌偏好與品牌忠誠 ...........9
3.3謹慎選擇目標市場 ........................................10
3.4充分注意到品牌的文化特征 ................................10
結束語 .....................................................12
參考文獻 ...................................................13
致  謝 .....................................................14

摘   要

在國際市場營銷中，過去的產(chǎn)品競爭已開始轉變?yōu)槠放浦�間的較量。各國企業(yè)通過品牌經(jīng)營與各種營銷手段相結合，來提升企業(yè)形象和品牌形象，增強企業(yè)的競爭力.一個優(yōu)秀的品牌會在社會公眾心目中具有很高的知名度和美譽度，能培養(yǎng)一批忠誠的消費者群體，能幫助企業(yè)在激烈的國際市場競爭中占據(jù)優(yōu)勢地位。所以企業(yè)要參與世界市場競爭，就必須創(chuàng)立自己的品牌，建設自己的品牌,發(fā)展自己的品牌,讓自己的品牌走向世界。而企業(yè)的品牌能否在競爭中獲得成功很大程度上取決于他能否正確有效地推行品牌策略。本文正是在分析國際市場營銷中各種品牌策略的運用的基礎上，結合我國企業(yè)在國際市場上推行品牌策略的現(xiàn)狀，對企業(yè)實施品牌策略過程中值得注意的問題提出了自己的看法。
【關鍵詞】國際市場營銷 品牌策略 本土化

Abstract

The competition have transformed from product to brand in the international marketing. Many enterprises have advanced the image of enterprise and brand and enhanced the competitive power through integrating of diversified measures and brand handling. An outstanding brand has a very lofty reputation in public, which will bring up multitudinous loyal colony of customers and help the corporation to take up a preponderant status in the competitive international market. So enterprises must build and develop their own brands, if they plan to participate in the global competition. Meanwhile, a successful brand mostly depends on the enterprise’s enforcing brand strategy correctly and effectively. This essay sums up the actual status of enterprises enforcing brand strategy in our country on the basis of analyzing the application of various kinds of brand strategies in international marketing. At last, the thesis is to express the opinion of how to solve the problems which had occurred in the course of Chinese enterprises’ brand strategies.
【Key Words】International Marketing;  Brand Strategy;   Localization