I莱尚科技公司品牌管理研究摘要品牌称的上是企业灵魂和生命力,品牌管理的独特地位不言而喻，这是培育品牌资产的应有之义，最终达到品牌管理有效控制品牌与消费者，在两者之间架起千丝万缕联系，让企业行为秉持品牌精神，让消费者终于品牌价值，成就品牌核心竞争力。本文通过对莱尚科技公司品牌管理的调研分析，对莱尚科技公司品牌管理问题进行研究，首先分析了莱尚科技公司品牌管理现状，研究了莱尚科技公司的内外部环境，优势与劣势、发展中其他连锁的竞争情况。在此基础上发现莱尚科技公司品牌管理问题，并提出了有利于增强莱尚科技公司品牌管理的对策，以期对莱尚科技公司品牌管理体系规范有促进价值。本文对品牌管理的相关理论进行研究，已提出相应的理论借鉴。【关键词】：莱尚科技公司品牌管理健康养老IIAbstractAsanimportantbranchofstrategicmanagement,brandmanagementisasystematicprojectofbrandmanagementfromtheperspectiveofstrategy.Enterprisestoenhancebrandassetsastheultimategoal.Throughthecompleteandfulldesignofthebrandconnotationcenteredonthecorevalueofthebrand,thebrandmanagementisextendedtotheexternalknowledgesystemconstructionintheprocessofbrandmarketing,andthebrandcontactpointestablishedbythebrandcommunicationsystemiscontinuouslytransmittedandaccumulatedintheconsumerspiritlevel.Finally,throughtheperfectbrandmaintenancesystemtocarryonthecomprehensivemonitoringandthesystemmaintenancetotheenterprisebrandmanagement,timelycorrectstheenterpriseinthebranddevelopmentprocessandthebrandstrategicdirectiondeviation.ThroughtheinvestigationandanalysisofthebrandmanagementofLaishanTechnologyCompany,thispaperanalyzesthebrandmanagementofLaishanTechnologyCompanythroughfouraspects:brandestablishment,brandpromotion,brandmaintenanceandbrandmanagement.Firstly,thepresentsituationofbrandmanagementofLaishanTechnologyCompanyisanalyzed.Onthisbasis,theproblemofbrandmanagementofLaishanTechnologyCompanyisfound,andthecountermeasuresareputforwardtostrengthenthebrandmanagementofLaishanTechnologyCompany,inordertopromotethestandardizationofbrandmanagementsystemofLaishanTechnologyCompany.Thispaperstudiestherelatedtheoriesofbrandmanagementandputsforwardthecorrespondingtheoreticalreference.【关键词】:LaishanTechnologyCompanyBrandManagementHealthCareIII目录第1章绪论........................................................11.1研究背景....................................................11.2研究意义.....................................................11.3研究内容.....................................................11.4研究方法.....................................................21.5研究思路.....................................................3第2章品牌管理的相关理论概述......................................42.1品牌........................................................42.2品牌管理....................................................42.3品牌管理的构成要素..........................................5第3章莱尚科技公司的品牌管理现状..................................83.1莱尚科技公司的简介..........................................83.2莱尚科技公司品牌简要评价.....................................83.3莱尚科技公司品牌管理现状分析.................................9第4章莱尚科技公司品牌管理存在的问题.............................114.1缺少对品牌形象的重视，品牌形象体现不足.....................114.2品牌定位模糊，偏离企业核心价值.............................114.3缺少多元化推广思路，品牌传播策略不通畅.....................124.4对品牌维护不重视，顾客对品牌忠实度不足....................
