浅析企业的文化营销.doc

试论企业的文化品牌营销 摘 要 随着市场经济的发展和对外开放的扩大，零售行业逐渐进入了品牌竞争时代，市场竞争越来越表现为品牌的竞争。白银文化广场在竞争激烈的市场上如何赢得更大的市场份额、提升品牌知名度是其当前所必须面临的现实问题。本文在综述了品牌营销相关理论的基础上，根据对白银文化 广场概况和品牌营销现状的分析，运用SWOT模型对白银文化 广场面临的优势、劣势、机会和威胁进行细致的研究，发现白银文化 广场的品牌营销中存在不足。并在以上研究的基础上提出了开展白银文化 广场品牌的宣传月、设立客户服务窗口、建立强有力的品牌管理部门和强化品牌营销的整合性的品牌营销策略和改进建议。从而来完善白银文化 广场的品牌营销。本文的研究旨在对白银本土企业的健康发展和白银文化 广场的品牌营销具有一定的参考价值和指导意义。 关键词：品牌 ；白银文化 广场 ；品牌营销 The Marketing Research of Brand Development of Anshan Baiyin Shopping Square Abstract With the development of market economy and the enlargement of opening to the outside world, the retail trade has entered the competitive era of brands gradually, and the market competition has displayed the competition for brand more and more. At present, the realistic problem that baiyin Shopping Square must face is how to gain greater marketing share and improve the brand popularity on fiercely competitive market. Based on the survey of the relevant theory of brand marketing and the analysis of the profiles and brand marketing status of baiyin Shopping Square, this paper has made a painstaking research using the SWOT model on the advantages, disadvantages, chances and threatens which is Baiyin Shopping Square facing, then has found out the deficiencies of Baiyin Shopping Square’s brand marketing. Based on the research, this paper brings out the integrated brand strategy and related suggestions, including holding the Baiyin Shopping Square public month management department to strengthen the baiyin brand. So as to perfect Baiyin Shopping Square’s brand marketing. The research of this paper aims at having certain reference value and directive Significance to sound development of Anshan local enterprises and brand marketing of baiyin Shopping Square. Key Words： rand; baiyin Shopping Square; Brand Marketing 目 录 1 绪论 1 1.1 选题背景 1 1.2 选题意义 1 1.3 国内外文献综述 2 1.4 课题研究方法与内容 3 2 品牌营销理论概述 5 2.1 品牌的含义及特征 5 2.2 品牌营销的概念 6 2.3 品牌营销理论内容 6 2.3.1 品牌定位 7 2.3.2 品牌推广 7 2.3.3 品牌维护 7 2.3.4 品牌创新 7 3 白银