纳爱斯品牌战略研究摘要品牌，伴随着现代商业文明而生，如今已经成为衡量商业价值最重要的标志之一。随着中国经济的发展，全球化步伐的日益加快，国际品牌在中国落地、开花、结果，中国已经进入一个品牌经济的时代，品牌建设、品牌经营和管理已经成为当今中国社会的共识之一。纳爱斯集团是中国日化行业的龙头企业，它旗下的“雕”牌、纳爱斯、超能、百年润发等品牌在国内市场上有一定的知名度，但相对于联合利华和宝洁来说，纳爱斯集团的品牌建设仍然很不成熟。本文以纳爱斯品牌战略为研究对象，首先介绍了中国日化行业发展的现状，然后在文献回顾的基础上，对纳爱斯集团的品牌进行了SWOT和竞品分析。发现纳爱斯的优势是大于劣势的。虽然存在日化市场竞争激烈，强弱分明、品牌管理不善，阻碍其长期发展等威胁，但是在日化市场需求稳定，需求量大这样一个市场大背景下，只要纳爱斯有系统的品牌管理战略，一定会有越来越好的前景。接着纳对爱斯品牌战略现状及原因进行了具体分析，最后对分析出的问题进行了战略方面的建议。关键词：纳爱斯品牌战略研究ResearchonNicebrandstrategyAbstractBrand,bornwiththemodernbusinessculture,nowhasbecomeameasureofcommercialvalueofthemostimportantsymbols.WiththedevelopmentofChina'seconomy,ever-acceleratingpaceofglobalization,internationalbrandsisflowering,fruitinglandinginChina.Chinahasenteredaneraofbrandeconomy.Branddevelopment,brandmanagement,andmanagementhasbecomeoneoftheconsensuswithintheChinesecommunity.NicegroupistheleadingenterpriseofChinesedailychemicalindustry.It's"Eagle"brand,nice,Super,CentennialRTandotherbrandsinthedomesticmarkethasacertainreputation.ButrelativetoUnileverandProcterandGamble,andNiceGroup'sbrand-buildingisstillveryimmature.ThisarticleuseNicebrandstrategyastheresearchobject.FirstintroducedthecurrentsituationofChinesedailychemicalindustry,andonthebasisoftheliteraturereview,NiceSWOTanalysisofcompetingproducts,theGroup'sbrand.Findingthatnice’sadvantagesoutweighthedisadvantages.Despitedaysoffiercemarketcompetition,strongorweak,poormanagementofbrands,impedelong-termdevelopment,suchasthreats.Butduringthemarketstability,highdemandunderthebackgroundofsuchamarket,aslongastheNicesystemofbrandmanagementstrategywillhaveabetterfuture.ThensatisfiedthattheACEbrandstrategyanalyzesthecurrentsituationandreasons,thelastadvicetoanalyzestrategiesfortheproblems.KeyWords:Nice；Brandstrategy；research目录摘要.............................................................IAbstract........................................................II第一章导论.......................................................11.1研究背景.............................................................................................................................11.2研究意义............................................................................................................................21.3研究方法.............................................................................................................................21.4研究结论............................................................................................................................3第二章相关理论和文献综述........................................42.1国内研究成果.....................................................................................................................42.2国外研究理论.....................................................................................................................52.3增强品牌力量五大法则........................................
