品牌营销与建设——以上海家化为例

品牌在市场营销中有着不可估量的作用，它是指企业在市场定位和产品定位的基础上，为某个特定品牌确定一个适当的市场位置，为其在市场上树立一个明确的、有别于竞争对手的、符合消费者需要的形象。现代企业战略的重点在于最大限度地创造强势品牌，品牌竞争成为了企业发展的必然趋势，品牌营销也就显得尤为重要了。化妆品是近年来在中国普及速度较快，品牌竞争较为激烈的消费类产品之一。本论文就以上海家化为例，进行实证分析，通过理论分析与实际相结合来论述品牌营销在企业发展中的重要性以及品牌营销的成功之处，并从品牌树立和推广的一致性与差异性的角度，针对当前市场的特点，着重分析上海家化所制造的产品的优劣势以及上海家化的品牌营销与建设策略，并且对今后在社会不断发展下的品牌营销策略进行分析。
关键词： 品牌、品牌营销、营销策略、上海家化

On the brand marketing and construction——To Jahwa, for example
Abstract：Brand an immeasurable role in the marketing. It is to show enterprise in the market and product positioning, and on the basis of a particular brand to determine an appropriate market position, for its in the market to establish a clear, different from competitors, accord with the consumer need image. Modern enterprise strategic focus is to maximize the creation of strong brand, brand competition become an inevitable trend in the development of the enterprise, brand marketing also could be important. Cosmetics is popular in China in recent years the rapid pace, brand competing one of consumer products. This paper is to Shanghai Jahwa into an example, empirical analysis, through the theoretical analysis and practice to discuss in brand marketing in the development of the enterprise and the importance of brand marketing successes. And from the branding and promotion of the similarities and differences of Angle, in view of the current market characteristics, this paper mainly analyzes the Shanghai home manufacture of the products and the advantages and disadvantages of Shanghai home brand marketing and construction strategy. And for future development in

 
society of the brand marketing strategy for analysis.

Key Words: Brand、Brand Marketing、Marketing strategy、Shanghai Jahwa

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