【正文】 ****大學(xué)商學(xué)院畢業(yè)論文 I： 企業(yè)品牌管理 中存在的問題與對(duì)策 專業(yè) ： 學(xué)號(hào) ： 姓名 ： 指導(dǎo)老師 ： ****大學(xué)商學(xué)院畢業(yè)論文 II 摘 要 在當(dāng)今社會(huì)品牌管理已經(jīng)越來越具有必要性和緊迫性，品牌管理是公司整體市場競爭戰(zhàn)略的重要組成部分，然而目前的紙尿褲企業(yè)卻出現(xiàn)了，大行業(yè)小品牌的現(xiàn)狀，致使企業(yè)間惡性競爭，產(chǎn)品趨同化，阻礙行業(yè)的進(jìn)步。 本文在綜合研究國內(nèi)外品牌管理的基礎(chǔ)上，對(duì)品牌，品牌管理進(jìn)行分析，并以此為依據(jù)，運(yùn)用個(gè)案研究的 方法，對(duì)恒安集團(tuán)安兒樂紙尿褲進(jìn)行實(shí)踐研究，分析研究安兒樂紙尿褲在品牌管理中存在的問題。筆者發(fā)現(xiàn)該企業(yè)紙尿褲 的生產(chǎn)能力雖然在逐步擴(kuò)大，產(chǎn)品越來越多，但由于企業(yè) 品牌意識(shí)不強(qiáng) ， 品牌管理能力較弱，導(dǎo)致企業(yè) 產(chǎn)品 缺乏自主品牌，產(chǎn)品附加值不高，產(chǎn)品集中在 低檔次、低附加值 的層次上，企業(yè)毛利潤低，成為了企業(yè)發(fā)展的經(jīng)營瓶頸。通過以上分析，結(jié)合自己的專業(yè)所學(xué)，本人針對(duì)該企業(yè)品牌管理中出現(xiàn)的問題，提出了相應(yīng)解決對(duì)策。 關(guān)鍵詞 品牌管理 恒安集團(tuán) 問題 對(duì)策 \ ****大學(xué)商學(xué)院畢業(yè)論文 III Abstract Social brand arrangement has bee more and more important and urgent in the modern is the significant part of market petition strategies of a the current situation of brand arrangement in some texitile industries appears to be big trade with small brand,which lead to the vicious petition among the panies and gradual assimilation of these aspects, this way of brand arrangement has hindered the development of the fact,the brand arrangement of these texitile industries should be the method for the panies to achieve petitive edge and seize markets. Brand arrangement has bee the only way to promote development of modern enterprise. Based on integrating all different documents from our country and abroad in different times,this article does an analytic research toward brand and the system of brand to this study,it develops a practical research to Heng an paper diaper Company, with the method of single case study,analyses the problems existed in the brand arrangement of heng an and es 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 ,most panies donot operate in big scales,so they always ignore the arrangement of of the brand arrangement results in a mon but unsolved problem that both the grade and extra value of the products stay in a low aim to raise a solution on that problem,which can transform management bottleneck and improve profits of the 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 pany Problem Resource ****大學(xué)商學(xué)院畢業(yè)論文 目 錄 摘 要 .......................................................................................................................................... I Abstract .........................................................................................................................................II 一、 品牌管理理論 ....................................................................................................................... 1 （ 一 ） 品牌管理概述 .......................................................................................................................................... 1 （二） 品牌管理的意義 ......................................................................................................... 2 二 、 恒安集團(tuán)安兒樂紙尿褲 現(xiàn)狀 ............................................................................................... 2 三、 安兒樂紙尿褲 在品牌管理中存在的問題 ........................................................................... 3 （ 一 ） 安兒樂紙尿褲 品牌 定位缺乏個(gè)性 .................................................................................................. 3 （ 二 ） 品牌延伸不合理 ..................................................................................................................................... 4 （ 三 ） 品牌推廣存在失誤 ................................................................................................................................ 4 （ 四 ） 品牌缺乏核心價(jià)值 ....................................................................................................