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摘要：现代企业竞争的重点在于品牌建设，品牌建设策略已经成为企业发展不可忽视的一面。品牌建设是指能够产生企业资产累积的一些方法，品牌建设策略在企业发展中占据着越来越重要的地位，对企业占领市场，扩大知名度都起到积极作用。美邦集团是我国服装产业的代表性企业，在发展的同时也出现了品牌建设策略的问题，面对激烈的市场竞争，如何进一步提升品牌建设策略，是企业发展的重点。通过分析美邦品牌建设的现有策略，发现存在的问题，再结合美邦品牌建设策略swot分析的基础上，对美邦集团存在的问题进行优化建议，对提升美邦集团品牌建设和综合竞争力起到积极的作用。48518
毕业论文关键词 ：美邦集团；品牌；品牌建设策略
Research in Brand Building Strategy of Metersbonwe Group
Abstract：The focus of modern enterprise competition lies in brand building, brand building strategy has become the enterprise development can not be ignored. Brand construction is capable of generating enterprise assets accumulated some methods, brand strategy in enterprise development occupies a more and more important role, for enterprises to occupy the market, expand visibility have played a positive role. metersbonwe group is a representative enterprise in China's garment industry, in development at the same time also appeared in the brand strategy, in the face of the fierce market competition, how to further enhance the brand strategy is the focus of enterprise development. Through the analysis of the metersbonwe brand building on existing policies, find existing problems, combined with metersbonwe brand building strategy SWOT analysis , for metersbonwe group optimization problem was proposed. The metersbonwe group brand construction and competitiveness promotion to positive role.
Key words:Metersbonwe Group; Brand; Brand Construction Strategy
目 录
摘 要 1
Abstract 1
一、概念的界定 2
（一）品牌理论概述 2
（三）品牌建设的重要性 2
二、美邦品牌建设现状 3
（一）美邦集团和品牌简介 3
（二）美邦品牌建设的现有策略 4
三、 美邦在品牌建设过程中存在的问题 6
（一）品牌定位不明确，品牌种类复杂 6
（二）品牌建设策略单一，过度依靠明星代言 6
（三）品牌维护不力，品牌传播效果差 7
（四）高库存影响品牌建设，品牌缺少内涵 7
四、美邦品牌建设策略SWOT分析 8
（一）优势分析 8
（二）劣势分析 8
（三）机会分析 9
（四）威胁分析 9
五、美邦品牌建设策略优化建议 9
（一）制定科学的品牌市场定位，优化品牌种类 9
（二）拓展品牌宣传模式，避免单一的明星代言 10
（三）加强品牌的传播和维护 10
（四）清理库存，加强品牌内涵建设