广东东软学院本科毕业设计论文企业品牌战略实施研究——以旺旺集团为例Research on the implementation of enterprise brand strategy —— taking W ant W ant G roup as an example 摘要在企业的经营活动中，品牌处于重要地位，一举一动都足以影响全局。它不仅有利于消费者识别产品，而且有利于企业发展业务。品牌还会在消费者心中形成一个独特的形象，帮助人们在头脑中形成认知联系。当消费者理解了企业或产品的意义后，品牌会迅速简化决策过程，形成情感偏好。在日益激烈的市场竞争中，我国企业必须高度重视品牌战略。本文以旺旺集团为例，研究该企业的品牌战略情况，分析该企业品牌战略存在的缺陷及成因，并寻求改进方案。这对于规避旺旺集团品牌战略的不足，更好地促进我国企业借鉴和学习旺旺经验，更好地实践品牌战略有着重要意义。关键词：旺旺集团 品牌战略 改进策略 实施保障 广东东软学院本科毕业设计论文AbstractIn the enterprise's business activities, the brand is in an important position, every move is enough to affect the overall situation. It is not only good for consumers to identify products, but also good for business development. Brands also create a unique image in the minds of consumers and help people form cognitive connections in their minds. When consumers understand the meaning of an enterprise or product, brands quickly simplify the decision-making process and form emotional preferences. In the increasingly fierce market competition, Chinese enterprises must attach great importance to brand strategy. Taking Want Want Group as an example, this paper studies the brand strategy of the enterprise, analyzes the defects and causes of the enterprise's brand strategy, and seeks for improvement. This is of great significance to avoid the shortcomings of Want Want Group's brand strategy, better promote Chinese enterprises to learn from Want Want experience and better practice brand strategy.Keywords：Want Want Group；brand strategy；improve...
