题目:基于品牌定位的企业核心竞争力构建研究——以华旗资讯为例院系名称：专业班级：学生姓名：学号：指导教师：教师职称：摘要本课题研究了华旗资讯以品牌定位为基础的核心竞争力提升的案例，从分析aigo品牌的以品牌定位为基础的品牌营销策略入手，研究品牌定位与核心竞争力的联系。发现aigo的各种营销策略其中包括品牌定位，营销范围等都是各自独立的，而实际上这些策略相互关联，都是以品牌定位为基础的建立的一系列营销方式，目的是在品牌战略的指导下实现品牌价值和提升企业核心竞争力aigo的品牌定位以其品牌战略为指导，落实到品牌价值链的各个环节，最终为华旗资讯带来高于大多数竞争对手的差别利润。在此过程中，“aigo”品牌发挥了它巨大的整合作用，将企业各种资源有机凝入到核心竞争力的过程中，并形成与对手的竞争壁垒，为企业带来持续的盈利能力。良好的品牌价值是企业的无形资产，它可以保障企业市场的不断扩张，为企业树立良好的形象。与此同时，良好的品牌价值还应该向社会、向消费者不断地加以传播，使之家喻户晓，才能发挥扩大市场的功效。通过理论性综合可以得出结论，品牌定位与核心竞争力之间有着密切的相互作用，实施正确且合适的品牌定位可以帮助企业形成和提升核心竞争力，同时，企业核心竞争力的发展又必然对品牌营销产生积极的促进作用。企业应以优化品牌效益为基础，制定正确的品牌定位，并在此过程中以品牌为核心提升核心竞争力。关键词：品牌定位核心竞争力品牌价值ITitleResearchontheCoreCompetenceBasedontheBrandPositioning——ACaseStudyofHuaQiAbstractThiscaseisaboutresearchtheinformationtothebrandpositioningisbasedonenhancingthecorecompetitivenessinHuaQi.Inthiscase,starttostudyfromtheanalysisoftheaigobrandtobrandpositioningbasedonbrandmarketingstrategystudy,knowthelinkbetweenthebrandpositioningandcorecompetitiveness.Aigofoundavarietyofmarketingstrategiesincludingbrandpositioning,marketing,etc.Allofthisareseparate,inpracticearebasedonbrandpositioningbasedontheestablishmentofaseriesofmarketing,brandstrategyaimedattheundertheguidanceofbrandvalueandenhancethecorecompetitivenessofenterprises.Aigobrandpositioningofitsbrandstrategyasaguide,theimplementationofthebrandinallaspectsofthevaluechain,ultimately,supplymorebetterthanthemostcompetitorsbringthedifferencebetweenprofitforHuaQiinformationcompany.Intheprocess,“aigo”brandwhichhasplayedahugeroleintheintegrationofenterpriseresourcesintothecoreoftheorganiccondensatecompetitiveprocessandtheformationandcompetitionbarrierstosustainedbusinessprofitability.Thegoodbrandvalueisawellincorporealasset.Itwillmakethewholemarketgrownandgrown,anditwillalsosetupausefulimage.Atthesametime,theusefulbrandvaluealsoneedtobreadthevalueaboutthebrandforthecustomersandthewholesociety.Itwillmakethegreaterfunctionfortheexpandthemarket.Throughacomprehensivetheoreticalconclusionscanbedrawn,brandpositioningIIandcorecompetitivenessofthecloseinteractionbetweentheimplementationofthecorrectbrandpositioningandasuitableformandcanhelpenterprisesenhancethecorecompetitiveness,atthesametime,thecorecompetitivenessofenterprisesandthedevelopmentoftheinevitableofbrandmarketinghaveapositiveroleinpromotingrelationships.Brandenterprisesinordertooptimizeefficiencyshouldbeabasisforthecorrectbrandpositioningandintheprocesstoenhancethecorebrandasthecorecompetitiveness.KeywordsBrandpositioningCorecompetenceBrandValueIII目次1引言.............................................................11．1选题的背景....................................................11．2选题的目的和意义..............................................11．3文献综述..........................
