品牌形象研究——以家電企業(yè)為例.pdf

1、北方交通大學(xué)碩士學(xué)位論文品牌形象研究——以家電企業(yè)為例姓名：郁明敏申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：歐國立2002.2.1壘豎塑璺一一一AbstractThecompetitionofmarketsisbeingmoreandmorerepresentedaslhatofbrandsintheageofsaleandmarket，SincetbeCODCeptofbrandswasproposedbyDavidogilvyin1

2、950’s，thepersonnelofdistributionandtheadministratorsofbrandshavefocusedtheirattentiononBrandimageHoweveralthoughtheconsistencehasbeenmadethatCOmlI)oditiesoratleastsomecommoditieshavetheirBrandimages，therearcmanycontrover

3、siesaboutwhatBrandimageis，howitcomesintobeing，howitcanbemeasureandhowmuchonearthcommercialbenefjtsjfcallbringTheresearchofbrandimageistoprovideBrandEquityadministratorsthebasisfordecision—making，outliningasinglebrandimag

4、eonthebaseofparseofimpressionsofferedbybrandstodifferentconsumers，byusingmarketanalysistoolsTheresearchofbrandimagehasbeenallalongoneofthemostimportantareasoftheresearchofmarketDuringmyemploymentinamarketresearchcompanyu

5、ndertherequirementfromKelon，acompanyofhouseholdappliances，practicalresearchofhouseholdapplianceshasbeenmadeDuringthatcourse，detailedinvestigationandanalysishavebeenmadeabouthouseholdappliances’brandawareness，brandmarkets

6、hare，brandloyaltymeasuresandbrandpersonalityfinallyclearandcompletebrandimagesofsomemajorhouseholdapplianceshavebeengot，SOKelonpracticalandeffectivesuggestionshavebeenprovidedabouthowtoimproveitsbrandcompetitivenessInthi

7、sarticle，throughtheillustrationofKelonproject，theconceptionofthenewestandmostadvanceddomesticandforeignbrandimagesandsomerelatedresearchmethodshavebeenintroducedanddiseussed，Keywords：BrandImage，BrandEquity，BrandPersonali