大学本科工商管理毕业论文

辽宁科技大学本科生毕业设计(论文)第I页浅析企业的文化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。四隆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，根据对四隆广场概况和品牌营销现状的分析，运用SWOT模型对四隆广场面临的优势、劣势、机会和威胁进行细致的研究，发现四隆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四隆广场品牌的宣传月、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。从而来完善四隆广场的品牌营销。本文的研究旨在对鞍山本土企业的健康发展和四隆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；四隆广场；品牌营销辽宁科技大学本科生毕业设计(论文)第II页TheMarketingResearchofBrandDevelopmentofAnshanSilongShoppingSquareAbstractWiththedevelopmentofmarketeconomyandtheenlargementofopeningtotheoutsideworld,theretailtradehasenteredthecompetitiveeraofbrandsgradually,andthemarketcompetitionhasdisplayedthecompetitionforbrandmoreandmore.Atpresent,therealisticproblemthatSilongShoppingSquaremustfaceishowtogaingreatermarketingshareandimprovethebrandpopularityonfiercelycompetitivemarket.BasedonthesurveyoftherelevanttheoryofbrandmarketingandtheanalysisoftheprofilesandbrandmarketingstatusofSilongShoppingSquare,thispaperhasmadeapainstakingresearchusingtheSWOTmodelontheadvantages,disadvantages,chancesandthreatenswhichisSilongShoppingSquarefacing,thenhasfoundoutthedeficienciesofSilongShoppingSquare’sbrandmarketing.Basedontheresearch,thispaperbringsouttheintegratedbrandstrategyandrelatedsuggestions,includingholdingtheSilongShoppingSquarepublicmonthmanagementdepartmenttostrengthentheSilongbrand.SoastoperfectSilongShoppingSquare’sbrandmarketing.TheresearchofthispaperaimsathavingcertainreferencevalueanddirectiveSignificancetosounddevelopmentofAnshanlocalenterprisesandbrandmarketingofSilongShoppingSquare.KeyWords：Brand;SilongShoppingSquare;BrandMarketing辽宁科技大学本科生毕业设计(论文)第III页目录1绪论......................................................................................................................................11.1选题背景......................................................................................................................11.2选题意义......................................................................................................................11.3国内外文献综述.........................................................................................................................21.4课题研究方法与内容................................................................................................................32品牌营销理论概述..........................................................................................................52.1品牌的含义及特征......................................................................................................52.2品牌营销的概念..........................................................................................................62.3品牌营销理论内容......................................................................................................62.3.1品牌定位............................................................................................................72.3.2品牌推广............................................................................................................72.3.3品牌维护............................................................................................................72.3.4品牌创新............................................................................................................73四隆广场品牌营销分析.................................................................................................83.1四隆广场概况..............................................................................................................83.2四隆广场品牌营销现状..............................................................................................83.2.1四隆广场品牌的市场定位................................................................................83.2.2四隆广场品牌推广的方式................................................................................93.3四隆广场品牌营销SWOT分析...............................................................................103.3.1优势分析（Strength）....................................................................................103.3.2劣势分析（Weakness）..................................................................................113.3.3机会分析（Opportunity）..............................................................................123.3.4威胁分析（Threat）.......................................................................................134四隆广场品牌营销中存在的问题............................................................................154.1四隆广场对自身品牌缺乏有效的宣传....................................................................154.2四隆广场的客户服务有待创新................................................................................15辽宁科技大学本科生毕业设计(论文)第IV页4.3四隆广场品牌缺乏有效管理....................................................................................154.4品牌营销缺乏有效的整合....................................................................................................165四隆广场品牌营销的改进建议.................................................................................175.1开展四隆广场品牌的宣传月....................................................................................175.2设立客户服务窗口......................................