資源描述：
《娃哈哈品牌延伸策略分析報(bào)告》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫(kù)。
1、范文范例指導(dǎo)參考分類(lèi)號(hào)：F2722017屆本科生畢業(yè)論文題目：娃哈哈品牌延伸策略分析作者姓名：***學(xué)號(hào)：2013100348系(院)、專(zhuān)業(yè)：經(jīng)濟(jì)管理學(xué)院、市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)指導(dǎo)教師姓名：***指導(dǎo)教師職稱：副教授2017年5月10日word版整理范文范例指導(dǎo)參考ClassificationCode：F2722017UndergraduateGraduationThesisTitle:WahahabrandextensionstrategyanalysisName:*************StudentID:2013100348Department,Special
2、ty:Economics&Management,MarketingSupervisor:********SupervisorTitle:AssociateProfessorMay10,2017word版整理范文范例指導(dǎo)參考摘要品牌可謂企業(yè)的命脈，在企業(yè)中扮演著重要的角色，現(xiàn)如今，全球化經(jīng)濟(jì)的發(fā)展速度越來(lái)越快，市場(chǎng)競(jìng)爭(zhēng)呈現(xiàn)出白熱化的趨勢(shì)，企業(yè)之間的競(jìng)爭(zhēng)轉(zhuǎn)變成了品牌的較量。優(yōu)質(zhì)的品牌效應(yīng)有助于擴(kuò)大產(chǎn)品的知名度，提升顧客對(duì)產(chǎn)品的滿意程度，節(jié)省產(chǎn)品的銷(xiāo)售成本，提升產(chǎn)品的競(jìng)爭(zhēng)優(yōu)勢(shì)，搶占市場(chǎng)先機(jī)，獲得更大的客戶群，進(jìn)而拓寬產(chǎn)品的銷(xiāo)售渠道，創(chuàng)造出更豐富的經(jīng)濟(jì)效益，最終實(shí)現(xiàn)產(chǎn)
3、業(yè)發(fā)展的良性循環(huán)。在實(shí)際生活中，發(fā)生了很多個(gè)失敗的品牌打造事件，經(jīng)過(guò)對(duì)這些事件的研究，得出以下結(jié)論，推行品牌延伸政策必須具有較強(qiáng)的抵御風(fēng)險(xiǎn)能力，市場(chǎng)上的風(fēng)險(xiǎn)是多樣性的，如創(chuàng)新能力的減弱、品牌個(gè)性的弱化、品牌定位不清晰、品牌聲譽(yù)被破壞等。娃哈哈的發(fā)展歷史已經(jīng)有26年，其的發(fā)展過(guò)程就是品牌延伸和多品牌政策的演變過(guò)程，本論著以娃哈哈為研究對(duì)象，對(duì)其的品牌延伸實(shí)情展開(kāi)系統(tǒng)性的探究，總結(jié)出其在推行品牌延伸政策中所暴露出的弊端，進(jìn)而歸納出以下結(jié)論，即對(duì)娃哈哈品牌延伸措施實(shí)施整改。關(guān)鍵詞：品牌；“娃哈哈”；品牌延伸；得與失word版整理范文范例指導(dǎo)參考ABSTRACTThe
4、brandistheenterprise'slifeline,intheenterpriseplaysanimportantroleinnowadays,economicglobalizationdevelopsfasterandfaster,themarketcompetitionhasbecomewhitehottrend,thecompetitionbetweenenterpriseshaschangedintothebrandcompetition.Brandqualityhelpstoexpandthevisibilityofproducts,imp
5、rovecustomersatisfactionofproducts,savingthecostofsalesoftheproduct,enhancetheproductcompetitiveadvantage,seizemarketopportunities,getmorecustomers,andexpandproductsaleschannels,tocreateamorericheconomicbenefit,andultimatelyachieveavirtuouscyclethedevelopmentoftheindustry.Inreallife
6、,thereweremanyfailedbrandevents,throughthestudyoftheseevents,wecandrawtheconclusionthattheimplementationofbrandextensionpolicymusthaveastrongabilitytoresistrisks,marketriskisdiversity,suchasinnovationabilityweakened,brandpersonalityweakening,brandpositioningisnotclear,brandreputatio
7、nwasdestroyed.ThehistoryofthedevelopmentofWahahahas26yearsofevolution,thedevelopmentprocessisthebrandextensionandmultibrandpolicy,thistreatisetoWahahaastheresearchobject,toexplorethetruthofthedevelopingsystemofbrandextension,summedupitsshortcomingsintheimplementationofbrandextension
8、policyinrevealing,a
