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
1 国内研究综述····························21
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 充分借鉴国际著名航空公司的经验···················43
2 以实业打造世界品牌·························43
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
1 培养目标不明确，与其他品牌形象同质化严重··············53
2 品牌产品无法有效的促进品牌形象的树立················63
3 品牌营销传播手段无法满足品牌发展的需要···········
