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随着全球经济的发展,国内外企业都逐渐重视企业品牌营销在企业的发展中起到的重大的作用,为了争夺国际市场,纷纷不遗余力地为自己的产品树立良好的形象,采取各种措施加强企业品牌竞...
随着全球经济的发展,国内外企业都逐渐重视企业品牌营销在企业的发展中起到的重大的作用,为了争夺国际市场,纷纷不遗余力地为自己的产品树立良好的形象, 采取各种措施加强企业品牌竞争力。而良好的商品形象不仅包括产品优良的品质,精致的包装,还包括品牌创建与营销。在全球化竞争时代,我国民族企业不乏生产优势,但我们缺乏品牌优势,缺少全球性品牌,缺少强势品牌。那么现代企业如何谋求生存、发展,如何做强并保持竞争优势成为了极待解决的问题。本文通过对宝洁这样一个百年企业的企业品牌营销策略的探析,从宝洁公司的品牌市场调研系统建设、庞大的客户反馈信息数据库搭建、优质产品概念推广、企业标志和品牌营销理念创新等方面进行全方位的探析,研究其在国际市场的多元化品牌营销方式和其是怎样在这个过程中取得巨大成功的。通过探析, 给国内外同类企业在品牌营销策略上以启示,以便在这个竞争激烈的时代中去争得更大的市场。
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2010-03-31
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As global economic development, domestic enterprises gradually emphasized enterprise brand marketing in enterprises development played important role, to scramble international market have spared no effort own products establish good image various measures strengthen enterprise brand competitiveness. And good commodities image include not only product excellent quality, exquisite packaging, also including brand create and marketing. Globalization competition era, China national enterprises lack production advantages, but we lack brand advantage, lack global brand, lack strong brand. Then modern enterprise how seek survival, development, how stronger and keep advantage become extremely pending problems. Through on Gamble such a century enterprise enterprise brand marketing strategy of, from Gamble brand market research system construction, huge customer feedback information database structures, quality products concept promotion, corporate logo and brand marketing idea innovation etc wide directional Analysis, research its international market diversified brand marketing ways and its how in this process great success. Through Analysis domestic and foreign similar enterprises brand marketing strategy to enlightenment so this competitive era to gain greater market.
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