目 录摘要····································I关键词···································I引言····································11 绪论··································11.1 选题的目的与意义···························11.2 国内外综述······························21.2.1 国内研究综述····························21.2.2 国外研究综述····························22 海南航空公司品牌差异化的具体表现····················32.1 国际化品牌运营能力··························32.2 服务差异化······························43 海南航空公司品牌市场营销现状与存在的问题················43.1 海南航空公司品牌市场营销的现状····················43.1.1 充分借鉴国际著名航空公司的经验···················43.1.2 以实业打造世界品牌·························43.1.3 重视品牌国际化合作不断提升品牌附加值················53.2 存在的问题······························53.2.1 培养目标不明确，与其他品牌形象同质化严重··············53.2.2 品牌产品无法有效的促进品牌形象的树立················63.2.3 品牌营销传播手段无法满足品牌发展的需要···············64 解决措施································74.1 改进海南航空公司品牌市场营销方案的必要性···············74.2 明确品牌定位，推动品牌差异化的发展··················74.3 创新品牌产品·····························84.3.1 培育创新型人才···························84.3.2 学习国外优秀的产品创新经验·····················84.4 扩大品...
