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西寧夏都城市品牌建設(shè)與對策研究畢業(yè)論文設(shè)計(已修改)

2024-11-21 22:42 本頁面
 

【正文】 畢業(yè)論文 題 目: 西寧夏都 城 市品牌建設(shè)與對策研究 學(xué) 生 姓 名: 白國寧 學(xué) 號: 0634105114 指 導(dǎo) 教 師: 楊娟麗 專 業(yè) 年 級: 2020級市場營銷 所在學(xué)院和系: 財經(jīng)學(xué)院工商管理系 完 成 日 期: 2020 年 6 月 4 日 答 辯 日 期: 2020 年 6 月 12 日 摘要 財經(jīng)學(xué)院工商管理系 Ⅰ 摘要 隨著我國改革開放以來得到了長足的發(fā)展以及西部大開發(fā)行動的深入落實。青海省西寧市擁有豐富的旅游資源并且憑借其豐富的旅游資源優(yōu)勢,迎來了大量的國內(nèi)外旅客,得到飛速發(fā)展。但與此同時 ,全國各類城市品牌的建設(shè)以及相關(guān)產(chǎn)業(yè)的競爭也曰益加劇并且愈演愈烈。文章以青海省西寧市建設(shè)夏都城市品牌為研究對象,根據(jù) SWOT 分析法分析西寧市建 設(shè)夏都城市品牌中存在的內(nèi)外部環(huán)境確定了建設(shè)夏都城市品牌的優(yōu)勢、劣勢、機會、威脅并且在分析西寧市建設(shè)夏都城市品牌的經(jīng)營現(xiàn)狀、存在問題的基礎(chǔ)上 ,提出了相應(yīng)的管理對策。文章理論與實際相結(jié)合 ,依據(jù)西寧市建設(shè)夏都城市品牌的實際狀況與能力 ,提出的管理對策可以充分利用市場機遇 ,進(jìn)行資源整合 ,更好地發(fā)揮西寧市夏都城市品牌的優(yōu)勢 ,彌補劣勢 ,有效提升西寧市夏都城市品牌的核心競爭力 ,確保提升西寧市城市形象經(jīng)營戰(zhàn)略目標(biāo)的實現(xiàn)。 以市場需求為導(dǎo)向,結(jié)合西寧市夏都城市品牌建設(shè)的實際狀況與能力,探索了西寧市建設(shè)夏都城市品牌的市場營銷戰(zhàn)略與 策略,對于我國建設(shè)類似城市品牌有一定的借鑒意義。 關(guān)鍵詞: 夏都西寧 , 城市品牌 , 核心競爭力 , 營銷策略 Abstract Ⅱ 財經(jīng)學(xué)院工商管理系 XINING XIADU ARE CITYBRAND BUILDING AND COUNTERMEASURES Abstract As China39。s reform and opening up have seen significant development and operation of indepth development of the western region to , Qinghai has abundant tourism resources and, with its rich tourism resources, ushered in a large number of foreign tourists, have developed the same time, in all types of urban brand building and related industries in the petition said, increasing interest and of the article to the summer capital of Qinghai Province Xining City brand as the research object, according to SWOT analysis of the summer capital city of Xining City, the brand building of the existing internal and external environment to determine the brand building, the summer capital city of the strengths, weaknesses, opportunities, threats and, inConstruction of Xining City, the summer capital city brand management status, problems based on the proposed management bines theory and practice, based on market building in summer capital city of Xining, the brand39。s actual condition and capacity, new administrative response could take advantage of market opportunities, Jin Xing Ziyuanzhenghe give better play to the summer capital city of Xining City, the brand advantage, to make up for weaknesseseffectively enhance the summer capital city of Xining City, the brand39。s core petence, to ensure that the image of Xining City to enhance business strategic demand, bined with the summer capital city of Xining City, the brandbuilding ability of the actual situation and to explore the construction of summer capital city of Xining City, the brand marketing strategy and tactics, similar to the city for building brands in China have some reference. Keywords: Xining xiadu city, petitiveness of the brand, marketing strategy 目錄 財經(jīng)學(xué)院工商管理系 Ⅲ 目錄 1 緒論 .............................................................................................................................. 1 研究背景 ............................................................................................................. 1 研究意義 ............................................................................................................. 1 研究內(nèi)容 ............................................................................................................. 2 2 理論綜述 ....................................................................................................................... 3 品牌概念 ............................................................................................................. 3 城市營銷概念及特征 ............................................................................................ 3 城市品牌的含 義及功能和特征 .............................................................................. 4 城市品牌的含義 ......................................................................................... 4 城市品牌的特征 ......................................................................................... 5 國外城市品牌理論研究現(xiàn)狀分析 .......................................................................... 6 國內(nèi)城市品牌理論研究現(xiàn)狀分析 .......................................................................... 6 城市品牌建設(shè)成功案例 ........................................................................................ 7 國外成功建設(shè)城市品牌案例 ........................................................................ 7 國內(nèi)成功建設(shè)城市品牌案例 ........................................................................ 7 3 西寧市夏都城市品牌現(xiàn)狀分析 ....................................................................................... 9 西寧夏都城市品牌建設(shè)現(xiàn)狀 ................................................................................. 9 西寧夏都城市品牌介紹 ............................................................................... 9 西寧夏都城市品牌的定位 ........................................................................... 9 西寧夏都城市品牌的整合營銷傳播過程 ....................................................... 10 夏都城市品牌對西寧市城市竟?fàn)巸?yōu)勢的提升 ........................................................11 4 西寧夏都城市品牌建設(shè)的 SWOT 分析 .......................................................................... 12 西寧夏都城市品牌建設(shè)的優(yōu)勢分析 ..................................................................... 12 豐富的特色民族旅游資源 ......................................................................... 12 涼爽怡人的氣候 ....................................................................................... 12 暢通的交通系統(tǒng) ....................................................................................... 13 特色民族美食,全國各地佳肴名菜匯集地 ................................................. 13 西寧夏都城市品牌建設(shè)的劣勢分析 ..................................................................... 13 夏都西寧城市品牌建設(shè)缺乏鮮明特色 .................................................
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