华莱士品牌战略实施途径研究分析论文.doc

高等教育自学考试 毕 业 论 文 华 莱 士 品 牌 战 略 实 施 途 径 研 究 办学单位： 广东白云学院 班 级： 工商企业管理10级本科自考 学 生： 刘洪波（010111503241） 指导教师： 吴良勇 讲师 提交日期： 2011 年 10 月 15 日 中 文 摘 要 自上世纪80年代改革开放以来，品牌战略已日渐引起国内企业重视。品牌战略是企业处于优胜劣汰竞争阶段赢得竞争和顺利进入下一阶段竞争、强化自身实力巩固、自身地位的有力手段。它已经成为国内外餐饮提升竞争力的主要途径。由于中国的餐饮品牌建设刚刚起步，国内许多餐饮品牌建设还不完善，与国外品牌相比存在明显的缺陷与不足。 本文通过对中国本土最大的一家集产品开发、生产、销售为一体的西式快餐企业华莱士品牌战略的实施现状分析，发现华莱士存在核心竞争力不强、目标市场选择存在局限性、品牌个性不足缺乏创新和发展能力等问题。针对存在的问题，论文从塑造品牌个性、品牌质量、保护战略、拓宽目标市场范围战略等几个方面提出自己的见解。 关键词 品牌 品牌战略 差异化营销 目标市场 Abstract Since the reform and opening up in 1980s, the brand strategy has gradually attracted the attention of domestic enterprises. The brand strategy is a powerful method for enterprises which win business in the position of survival of the fittest competition stage and smoothly access to the next stage of competition, and strengthen their own power, and consolidate its own position. Brand strategy has become a powerful method for catering industry at home and abroad on the stage of competitiveness. As China's catering brand has just started, many domestic catering brand building is not perfect. Compared with foreign brands, the domestic brand has obvious shortcomings. It is well-know that the Wallace is the biggest western fast food enterprise in China. It focuses on product development, manufacture, and marketing into one body. It is obvious that the Wallace has many side-effects. For example, the weakness of core competence, the limited choice of target market, the shortage of brand personality, the lack of innovation and development ability and other issues etc. According to the questions above, the paper focuses on Wallace building its brand personality, improving its brand quality, following enterprise protection strategy and broadening the scope of target market and analyses it accordingly. Key words brand brand strategy diversity of marketing target market 目 录 1 绪论....................................................