本科论文摘 要在现代经济下的市场，生活水平不断提高，消费需求逐渐增多，人们购买力增强，产品日益丰富，消费者可以选择的产品日益增多，替代品也层出不穷，企业要在这个高度竞争的市场环境中胜出，不仅是产品质量成为企业竞争力高低的重要影响因素，最重要的是品牌形象的好坏成为企业市场开拓、营销渠道开拓的关键点。因此一个企业的长足发展、扎根市场赢得消费者消费欲望离不开其营销策略更离不开其在品牌建设方面的策略。本文通过研究德芙企业的品牌策略分别从品牌更新策略、品牌定位、品牌延伸、品牌战略等方面，发现其中的优点，找出存在的问题和不足，针对某些问题提出一些优化建议，使得德芙企业在百年品牌的历史中历久弥新，在新的商业模式下继续获得长久的发展，从而在整个商业环境中树立模范作用，为其他企业及其它民族百年品牌建设提供借鉴。 关键词：品牌,品牌建设，品牌策略本科论文本科论文AbstractUnder the modern economic market, rising living standards, consumer demand increasing, people purchasing power, increasingly rich products, consumers can choose products is increasing, substitutes also emerge in endlessly, the enterprise to win in this highly competitive market environment, product quality as enterprise competitiveness is not only an important influencing factors, the most important thing is that the stand or fall of brand image become enterprise market development marketing channel development key point so the long-term development of an enterprise take root in the market to win consumers' desire to leave its marketing strategies more from its strategy in terms of brand building. In this paper, by studying the dove brand strategy of enterprise respectively from brand update strategy brand positioning brand extension strategy, etc., found that one of the advantages, find out existing problems and the insufficiency, aiming at some problems puts forward some Suggestions for optimization, makes the dove brand enterprises in one hundred in the history...
