摘要：当今社会，一家企业如果想要在竞争如此激烈的市场保持领先，就必须要该企业建立出自己的品牌，以此来塑造一个强势品牌，因为，只有强势的品牌，才能在市场上立于不倒之地，品牌的战略已经成为各个企业致胜的法宝。当然对于大型企业来说，他们的手中掌握着行业中很多的资源，所以整体实力就都比较领先，因此创建品牌建设就比较容易，“猎头”行业在中国已经发展了20几年，外资企业大批涌入中国，本土猎头也在急速的增加中，但是，相比于外资猎头，科锐国际的20年发展史根本没有多少竞争力，他们有很多都有百年的历史，所以科锐国际有很多需要学习的地方。通过对品牌和品牌建设的理论研究，对科锐国际的品牌建设方面做出分析，来摸索出属于它的个性品牌发展之路。50647

毕业论文关键词：品牌，现状分析，品牌建设,传播策略

  Brand building research of Career International

Abstract: In today's society, a business if you want to keep ahead in the intense competition in the market, we must to the enterprise to establish their own brands, in order to build up a strong brand, because only the strong brand, to remain not fall in the market, brand strategy has become various enterprises winning a magic weapon. Of course for large enterprises, their hands hold industry in a lot of resources, so the overall strength are relatively leading, therefore create brand building is relatively easy, "headhunting industry in China has developed the 20 years, foreign companies into China in a large number, the local search also in rapid increase. However, compared to foreign headhunting, Cree, the 20 years development history of nothing, they have many hundred years of history, so the Cree international has a lot to learn. Through the theoretical study of the brand building and brand building, we make an analysis on the brand building of CREE, to find out the way of the development of his personality brand.

Key Words：Brand, current situation analysis, brand building, communication strategy

 目录

一、引言 - 1 -

（一）研究背景 - 1 -

（二）研究意义 - 1 -

（三）研究方法 - 2 -

二、品牌和品牌建设相关理论综述 - 3 -

（一）品牌的概念 - 3 -

（二）品牌构成要素 - 4 -

（三）品牌构建体系 - 5 -

（四）品牌资产管理 - 6 -

三、科锐国际的品牌建设现状分析 - 7 -

（一）科锐国际公司简介 - 7 -

 (二)科锐国际的品牌状况 - 8 -

（三）科锐国际品牌建设的SWOT分析 - 9 -

四、科锐国际的品牌构建 - 13 -

（一）科锐国际的品牌策略选择 - 13 -

（二）科锐国际的品牌定位 - 14 -

（三）品牌的个性特征 - 16 -

（四）科锐国际的品牌传播策略 - 16 -

五、总结 - 19 -

参考文献 - 20 -

致谢 - 22-

一、引言

（一）研究背景