您现在所在的位置:首页 >> 其他类设计 >> 文章内容
对惠普品牌战略的分析
双击自动滚屏 文章来源:   发布者:jsjlw99   发布时间:2013/3/12 23:29:35   阅读:2857
对惠普品牌战略的分析
摘要:品牌的竞争是一种无形的竞争,是市场营销的高级竞争形式,品牌是人们认知产品或服务的主要标志。对于一个企业来说品牌竞争力是一个非常重要的组成部分。纵观惠普70多年来的发展历程,产品质量和形象建设并驾齐驱的原则,高度重视品牌建设。在形象建设方面特别值得一提的是,惠普一贯坚持把它当作一个系统工程来看待,从企业文化、包装、广告、公关、促销、赞助等角度,经过精心策划和系统的、长年不懈的努力,使之水到渠成,在人们心目中定格为一种值得信赖的品牌。在形象和品牌建设方面,体育赞助功不可没,成了惠普的一大特色,也为商家树立了一个典范。本文首先分析了企业实施品牌战略的重要性,揭示了我国品牌战略的现状和存在的问题。其次针对惠普集团的现状和品牌发展历程,总结出了惠普集团的品牌战略实施对策。本文的研究成果,对于企业制定品牌战略具有一定的参考价值和指导意义。
关键词:惠普;品牌战略;品牌文化;多品牌战略
 
 
 
 
 
 
 
 
 
 
 
Abstract: The competition of the brand is an invisible competition, is the senior competition in the form of marketing, brand is the main symbol of the people understand the product or service. For an enterprise brand competitiveness is a very important part. Looking at HP's 70 years of the development process, the principle of product quality and image-building go hand in hand, attach great importance to brand building. In the image of the building is particularly worth mentioning is that HP has consistently adhered to it as a systematic project to look at from the perspective of corporate culture, packaging, advertising, public relations, promotion, sponsorship, has been carefully planned and the system for many years unremitting efforts, so natural, as a trusted brand in the minds of most people freeze. Image and brand building, sports sponsorship contributed to became a major feature of the Hewlett-Packard, also set an example for the business. This article first analyzes the importance of brand strategy implementation, and reveals the current situation and existing problems of China's brand strategy. Second, for the HP Group status and brand development process, summed up the HP Group's brand strategy to the implementation of countermeasures. The research results of this paper, for enterprises to develop brand strategy has a certain reference value and significance.

[1] [2]  下一页


【 字体: 打印本页 | 关闭窗口
此论文全套为收费论文。要想获得此全套论文和设计请联系本站客服QQ:31600328 欢迎你的访问!
 本文的地址是: http://www.jsjlw99.cn/Articlenews.asp?id=3269  转载请注明出处!
 您的姓名:
 评论正文:
 验证码:  
 
 [@2023/6/16 6:02:17]
   
 [@2019/6/15 17:55:49]
   
 [@2019/5/27 2:41:11]
   
 [@2019/5/17 3:42:16]
   
 [@2019/5/7 2:35:13]
   
 [@2019/4/26 15:21:45]
   
 [@2019/4/11 8:13:57]
   
 [@2019/3/31 17:34:28]
   
本类最新文章
论我国商业银行个人理财业务的现状 日本技术性贸易壁垒对我国茶叶出口 论微软公司上海分公司的员工招聘
邮政企业治理问题研究 工程建设项目专项安全施工措施研究 武警水电项目进度计划及控制方法研
设为首页 | 收藏本站 | 过客留言 | 联系我们 | 友情链接 | 原创文章 | RSS订阅 | 管理入口

Copyright @ 2006-2008 Powered By 设计中心工作室  版权所有.
Email:31600328@qq.com QQ: 31600328
鄂ICP备05006890号 本站关键词:计算机毕业论文 计算机毕业设计