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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。 展开
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2010-03-28
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Along with the development of global economy, the domestic and international business enterprises all value business enterprise brand gradually the marketing has in the development of business enterprise of the important function , for battling out an international market, spare no effort in succession ground to set up good image for own product and adopt various measure to strengthen a business enterprise brand competition ability.But good merchandise image not only include product good quality, fine packing, also include brand to establish and marketing.Compete ages in the globalization, the our country race business enterprise doesn't lack production advantage, but we lack brand advantage, is in need of global brand and is in need of pre-eminent brand.So modern business enterprise how seek an existence, development, how do strong and kept competitive advantage to become to extremely work out of problem.This text passes the discussion and analysis of the business enterprise brand marketing strategy to treasure Jie such an a hundred years business enterprise, the brand market from the Bao Jie company investigates system construction and huge customer feedback information the database build, high-quality product concept expansion, business enterprise sign and brand marketing principle innovation etc. carry on an all-directions discussion and analysis and study it the diversified brand marketing method in the international market how obtain huge success in the process at this with it.Pass a discussion and analysis, give the same kind business enterprise is at home and abroad in the brand marketing strategically with the apocalypse, for the purpose of the ages in this competition vehemence in contend for larger market.
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