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1、I工商管理工商管理毕业论文设毕业论文设计计题目：题目： 企业品牌管理企业品牌管理 中存在的问题与对策中存在的问题与对策 专业专业 ： 学号学号 ： 姓名姓名 ： II指导老师指导老师 ： 摘 要在当今社会品牌管理已经越来越具有必要性和紧迫性，品牌管理是公司整体市场竞争战略的重要组成部分，然而目前的纸尿裤企业却出现了，大行业小品牌的现状，致使企业间恶性竞争，产品趋同化，阻碍行业的进步。本文在综合研究国内外品牌管理的基础上，对品牌，品牌管理进行分析，并以此为依据，运用个案研究的方法，对恒安集团安儿乐纸尿裤进行实践研究，分析研究安儿乐纸尿裤在品牌管理中存在的问题。笔者发现该企业纸尿裤的生产能力虽然在
2、逐步扩大，产品越来越多，但由于企业品牌意识不强，品牌管理能力较弱，导致企业产品缺乏自主品牌，产品附加值不高，产品集中在低档次、低附加值的层次上，企业毛利润低，成为了企业发展的经营瓶颈。通过以上分析，结合自己的专业所学，本人针对该企业品牌管理中出现的问题，提出了相应解决对策。关键词 品牌管理 恒安集团 问题 对策IIIAbstractSocial brand arrangement has become more and more important and urgent in the modern society.It is the significant part of market com
3、petition strategies of a company.Nevertheless the current situation of brand arrangement in some texitile industries appears to be big trade with small brand,which lead to the vicious competition among the companies and gradual assimilation of products.From these aspects, this way of brand arrangeme
4、nt has hindered the development of the trade.In fact,the brand arrangement of these texitile industries should be the method for the companies to achieve competitive edge and seize markets. Brand arrangement has become the only way to promote development of modern enterprise. Based on integrating al
5、l different documents from our country and abroad in different times,this article does an analytic research toward brand and the system of brand arrangement.According to this study,it develops a practical research to Heng an paper diaper Company, with the method of single case study,analyses the pro
6、blems existed in the brand arrangement of heng an and comes up with relevent solutions with both theory and practic taken into consideration.The article makes a deeply theory study on brand arrangement of Heng an paper diaper industry. Now, China gets a stronger capability in producing paper diaper
7、products.However,most companies donot operate in big scales,so they always ignore the arrangement of brand.Lacking of the brand arrangement results in a common but unsolved problem that both the grade and extra value of the products stay in a low level.I aim to raise a solution on that problem,which
8、 can transform management bottleneck and improve profits of the companies.Thus they can step forward in a sound circle of economic activities,which stands for autonomous brand,higher extra values and economic benefits. Key words Brand management hengan company Problem ResourceIV目 录摘 要.IAbstract.II一、品牌管理理论 .1（一）品牌管理概述.1（二）品牌管理的意义.2二、恒安集团安儿乐纸尿裤现状、恒安集团安儿乐纸尿裤现状 .2三、安儿乐纸尿裤在品牌管理中存在的问题 .3（一）安儿乐纸尿裤品牌定位缺乏个性.3（二）品牌延伸不合理.4（三）品牌推广存在失误.5（四）品牌缺乏核心价值.7（五）缺乏品牌危机意识.7四 、安儿乐纸尿裤品牌管理的对策 .8（一）进行科学的品牌定位.8（二) 合理的品牌延伸.9（三）合理的品牌推广方式.10（四）提升品牌核心价值.11（五）品牌危机管理.11五、总结 .13致 谢 .
