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高等教育自学考试质量技术监督管理专业毕业设计题目: 联想品牌战略研究专业: 质量技术监督管理专业考号: 400109200220 考生姓名: 刘艳妮指导教师: 李煜华哈尔滨理工大学 2010 年9月1日哈尔滨理工大学高等教育自学考试毕业(设计)论文 I 联想品牌战略研究摘要随着新经济时代的来临, 市场环境发生了极大的变化,品牌己成为企业占领市场的重要工具。随着人民生活水平的提高,品牌的重要性越来越大。企业经营的竞争已由产品的生产和服务的竞争,转向更高阶段的品牌之间的竞争。品牌既是企业产品和服务的特有标志,在某种程度上又是一种标准和承诺。它既是企业进入市场的通行证和消费者之间的桥梁,又是企业定位市场的依托。联想集团在收购 IBM PC 业务后,一跃成为全球第三大个人电脑供应商,同时也拥有了大量的品牌。联想集团通过其成功的品牌战略,推动公司业务的开展,在惨烈的市场竞争中脱颖而出,并逐步扩大市场份额,获得了良好的盈利能力。本文首先分析了企业实施品牌战略的重要性,揭示了我国品牌战略的现状和存在的问题。其次针对联想集团的现状和品牌发展历程,总结出了联想集团的品牌战略实施对策。本文的研究成果,对于企业制定品牌战略具有一定的参考价值和指导意义。关键词品牌战略;品牌建设;品牌文化哈尔滨理工大学高等教育自学考试毕业(设计)论文 II Research of Lenovo Brand Strategy Abstract With ing of the New Economic period, the market environment takes place extremely has became the important tool which the enterprises occupy the the improving of the people ’s living standard, the importance of the brand es more and more enterprises management has transferred from the product producing and petition to the higher period of the petition. The brand isnot only the peculiar symbol of the enterprise products and services. But also, ina certain level, it is standardization and is both the permission which the enterprises enter the markets and the bridge of , it is the relying of the enterprises locate in the markets. After the Lenovo purchases the IBM PC, it jumps to the third PC suppliers of the , it is also possesses a great deal of , which through the essed brand strategy, has pushed pany business ahead. In the tragic petition, it stands out. And it expands the market share step by , it has acquired fine profitability. First, the passage analysises the importance of the present situation and the existing state of , it is directed at the present situation and the course of developing of Lenovo. It summaries the implemene countermeasure. The research results of the passage has definite reference value and guiding significance. Ke