【正文】 The Graduation Thesis for Bachelor39。s Degree The Policy Analysis of Brand Marketing —A case study to the Bread Candidate： Specialty： Marketing Class： B Supervisor： Associate Professor. Technology 一九八八年，菲利浦?莫里斯公司和雀巢公司的兩大著名收購行動，使品牌價值資產(chǎn)化得到市場正式確認，標志著現(xiàn)代品牌時代的來臨。大力推行品牌戰(zhàn)略，有助于 樹立企業(yè)先進的市場觀，強化企業(yè)的市場主體意識。國內很多企業(yè)在品牌經(jīng)營上仍有很多問題，存在著許多重大失誤，如宣傳策略不當、合資或聯(lián)營不當、缺乏創(chuàng)新、喪失特色、規(guī)模過小等。本文在對品牌戰(zhàn)略相關基本概念解析的基礎上分析了桃李面包實施品牌戰(zhàn)略的重要性，針對桃李面包在實施品牌戰(zhàn)略中存在的問題提出了相關對策。s the two famous acquisition, the value of the assets of the brand officially confirmed by the market, marking the advent of the moder brand of the times. The brand strategy theory and practice of Chinese enterprises have made considerable progress and development in recent years,but pared with the developed Western countries still have a long way to go .Vigorously promote brand strategy is helpful in setting up the concept of corporate art market, and strengthen awareness of the market themes. Now, with the advent of the new economic times, market environment has changed greatly, brand has bee an important tool to capture the market. Many domestic enterprises still have a lot problems in the brand management, there are many significant errors, such as undeserved sales promotion strategy, joint publicity strategy or joint venture is improper, lack of innovation, the loss of features, small scale etc. Today, the brand development of Chinese market is still in the initial stage, many domestic brands may once very famous. But to maintain longterm is few, the lack of appropriate brand strategy. This article is based on the basic concept of brand strategy related on the basis of the analysis and then analysis the TaoLi bread the importance of implementing brand strategy. According to problems that exist in the implementation of brand strategy,I put forward relevant countermeasures. Key words： Brand Strategic Marketing； The Taoli bread； Branding； The Brand Marketing；Brand Equity 目 錄 摘 要 .................................................................................................................................... I ABSTRACT ......................................................................................................................... II 第 1 章 緒 論 ................................................................................................1 選題背景和意義 ........................................................................................................ 1 選題背景 ......................................................................................................... 1 選題意義 ......................................................................................................... 1 國內外研究現(xiàn)狀 ........................................................................................................ 2 國內 研究 現(xiàn)狀 ................................................................................................. 2 國外 研究 現(xiàn)狀 ................................................................................................. 3 研究內容與方法 ....................................................................................................... 4 研究內容 .......................................................................................................... 4 研究方法 .......................................................................................................... 4 第 2 章 相關理論綜述 .....................................................................................5 品牌營銷的基本理論 ................................................................................................ 5 品牌的基本概念和內涵 .................................................................................. 5 品牌化的價值與目的 ...................................................................................... 6 品牌營銷 .................................................................................................................... 7 品牌戰(zhàn)略的概念及核心思想 .......................................................................... 7 品牌營銷方法及實施過程 .............................................................................. 8 改進品牌戰(zhàn)略的意義 ....................................................................................... 9 本章小結 .................................................................................................................. 10 第 3章 桃李面包品牌營銷環(huán)境分析和策略問題 .................................................11 桃李 簡介和桃李面包營銷 環(huán)境 ...............................................................................11 桃李簡介 .........................................................................................................11 桃李面包 品牌 營銷環(huán)境 .................................................................................11 桃李面包品牌營銷策略存在的問題 ...................................................................... 14 忽視了品牌營銷 ............................................................................................ 14 以銷量代替質量做品牌 ................................................................................ 14 僅靠電視廣告創(chuàng)品牌的潛在危機 ................................................................ 14 本章小結 .................................................................................................................. 15 第 4 章 桃李面包品牌營銷策略的改進與創(chuàng)新 ............................................ 16 桃李面包品牌營銷策略的改進措施 ...................................................................... 16 桃李面包品牌營銷策略 ................................................................................. 16 基于品牌核心價值來增加品牌資產(chǎn) ............................................................ 20 建立品牌傳播整合規(guī)劃體系 ........................................................................ 21 桃李面包品牌營銷策略的創(chuàng)新 .............................................................................. 21 虛擬 人物 代言 ...........