美的品牌塑造策略.docx

美的品牌塑造策略

第一篇：美的品牌塑造策略目录摘要............................................................1关键词..........................................................1Abstract........................................................1Keyword.........................................................1一、家电行业品牌竞争现状分析....................................2（一）中国家电行业现状分析..................................2（二）中国家电品牌竞争现状分析..............................3二、美的品牌发展现状分析........................................5（一）美的品牌发展现状......................................5（二）美的品牌发展构成要素..................................6（三）美的品牌发展之路的亮点................................9三、美的品牌发展的问题探究......................................9（一）质量欠缺.............................................10（二）服务效率低...........................................10（三）品牌线长.............................................10（四）渠道问题凸显.........................................11四、美的品牌发展举措探析.......................................11（一）加强品牌管理.........................................11（二）走集约发展之路.......................................13（三）加强市场维护力度.....................................13参考文献.......................................................15美的品牌塑造策略探析摘要：中国家电产业经过改革开放30多年的发展，已进入成熟期，企业间技术上的差距在不断缩小，单纯依靠产品差异已经很难形成竞争优势，品牌竞争已逐渐取代了以价格竞争为主的市场竞争的低级阶段。本文以美的集团为例，分析其品牌成长的关键因素以及现价段的品牌策略和不足之处，并提出相关的策略，保证美的集团品牌的强势。关键词：美的；战略策略；品牌AnalysisonbrandstrategiesofMideaAbstract：Withthe30years’developmentofreformingandopening,theChinesehouseholdelectricalindustryhasenteredamatureperiod,Thedifferencesbetweencompaniesinthetechnologynarrowconstantly.Itishardtoformacompetitiveadvantagesolelydependingonthefeaturesofproduct.Thecompetitionofbrandhastakenplaceofalowphrasewhichthemarketcompetitionismainlybasedonthepricecompetition.TakingtheMideaasanexample,thedissertationanalysesthekeyfactorforthegrowthofitsbrand,thepresentbrandstrategyandtheshortcomings.Besides,thisthesisputsforwardsomerelativestrategytoensurethebrandstrengthoftheMidea.Keyword:Midea;Strategy;Brand.近些年，美的集团快速发展，2010年成为年销售额突破1000亿元人民币的国际化消费