南京财经大学本科毕业论文（设计）品牌个性与品牌竞争力―以小米手机为例摘要：“品牌”,21世纪最重要的商业名词。是给拥有者带来溢价、产生增值的一种无形的资产。现在的全球化的竞争,是品牌的竞争,提升企业的品牌个性与品牌竞争力是企业现如今最重要的话题。品牌个性作为品牌形象的核心,决定了消费者与品牌之间的关系。而品牌竞争力是企业核心竞争力的外在表现，是企业所独具的能力。本文以品牌的个性与品牌竞争力为研究对象,并以小米手机为例，从其品牌故事展现小米手机的品牌个性，并从其市场定位及营销模式展现其品牌竞争力,揭示消费者对于品牌个性重要性的认知,最终阐述品牌个性与品牌的竞争力重要性的作用。关键词：品牌个性，品牌竞争力，小米手机Abstract："Brand",inthe21stcenturythemostimportantcommercialnoun.Istheownertobringpremium,producevalue-addedofakindofintangibleassets.Today,globalcompetitionisbrandcompetition,howtoenhancethebrandpersonalityandbrandcompetitivenessofenterpriseshasbeenmoreandmoreattention.Asthecoreofbrandimage,brandpersonalitydecidestherelationshipbetweenconsumersandbrand.Brandcompetitivenessistheenterprisecorecompetitivepoweroftheexternalperformance,hastheirreplaceabledifferentiationability,istheenterpriseuniqueability.Basedonthebrandpersonalityandbrandcompetitivenessastheresearchobject,andmilletmobilephone,forexample,fromtheaspectsofconnotationofthebrand,marketpositioning,revealtheconsumerforthecognitionoftheimportanceofbrandpersonality,finallyexpoundedtheimportanceofbrandpersonalityandbrandcompetitiveness.Keywords：BrandCharacter，BrandCompetitive，MIUI目录前言................................................................................................................................................1一、品牌个性与品牌竞争力........................................................................................................2（一）品牌个性........................................................................................................................2（二）品牌竞争力..................................................................................................................2（三）品牌个性与品牌竞争力两者之间的关系.....................................................................3二、小米手机的品牌个性与品牌竞争力.....................................................................................4（一）小米企业介绍................................................................................................................4（二）小米手机品牌个性........................................................................................................4（三）小米手机品牌竞争力的打造.........................................................................................51.明确市场定位........................................................................................................................52.确定营销策略，打造品牌竞争力.........................................................................................53.完善的售后服务....................................................................................................................7三、对提升品牌个性打造品牌竞争力的思考.............................................................................8i南京财经大学本科毕业论文（设计）（一）实施品牌个性战略，确定目标顾客向往的品牌个性.................................................8（二）明确的市场定位，确定在目标市场位置..........................................
