目录中文摘要.........................................................1ABSTRACT.........................................................2前言.............................................................3一、理论与文献综述...............................................4（一）品牌相关理论............................................................................................41.品牌的定义和目的.........................................................................................42.品牌对公司的重要性.....................................................................................4（二）品牌营销策略相关理论............................................................................41.品牌营销理论的定义.....................................................................................42．品牌营销策略内容及作用...........................................................................5二、行业及公司简介...............................................5（一）汽配行业现状分析....................................................................................51.国外汽配行业现状分析..................................................................................62.国内汽配行业现状分析..................................................................................6（二）无锡明宇机械有限公司简介....................................................................61.公司规模及发展历程......................................................................................62.核心业务..........................................................................................................6三、无锡明宇机械有限公司品牌营销现状分析........................7（一）品牌定位....................................................................................................71.目标市场..........................................................................................................82.识别竞争优势..................................................................................................8（二）品牌设计....................................................................................................81.品牌理念..........................................................................................................82.品牌形象设计..................................................................................................9（三）品牌传播....................................................................................................91.广告传播..........................................................................................................92.人际传播..........................................................................................................93.公关传播........................................................................................................10（四）品牌管理..................................................................................................101.公司经理负责制............................................................................................102.安排公司高层对品牌管理知识的培训.......................................................10四、无锡明宇机械有限公司品牌营销存在的问题分析..................11（一）品牌定位不够准确..................................................................................111.定位过度.......
