摘 要
本文旨在探讨制造型企业品牌重塑过程中面临的主要难题及其优化策略。首先概述了品牌重塑的定义、特点及理论基础，进而分析了品牌重塑对提升制造型企业市场竞争力、促进转型升级与可持续发展以及强化企业文化与品牌认同的重要意义。然而，在实际操作中，制造型企业普遍面临资金分配不均、技术支持不足、品牌管理意识薄弱以及消费者需求快速变化等难题，这些挑战严重制约了品牌重塑的效果。针对上述问题，本文提出了制定合理的资金预算、加大技术研发投入、加强品牌管理培训及加强消费者洞察等优化策略。这些策略旨在帮助企业优化资源配置、提升品牌管理能力、精准把握市场需求，从而有效推进品牌重塑进程。通过深入研究与分析，本文为制造型企业提供了一套系统性、可操作性的品牌重塑解决方案，旨在助力企业在激烈的市场竞争中脱颖而出，实现可持续发展。
关键词：制造型企业；品牌重塑；优化对策
Abstract
This paper aims to explore the main problems in the branding process of manufacturing enterprises and their optimization strategies. First of all, the definition, characteristics and theoretical basis of brand rebranding are summarized, and then the significance of brand rebranding for improving the market competitiveness of manufacturing enterprises, promoting transformation and upgrading and sustainable development, and strengthening corporate culture and brand identity is analyzed. However, in practice, manufacturing enterprises are generally faced with problems such as uneven distribution of funds, insufficient technical support, weak brand management awareness and rapid changes in consumer demand, and these challenges seriously restrict the effect of brand rebranding. In view of the above problems, this paper puts forward optimization strategies such as making reasonable capital budget, increasing investment in technology research and development, strengthening brand management training and strengthening consumer insight. These strategies aim to help enterprises optimize resource allocation, improve brand management ability, accurately grasp market demand, so as to effectively promote the process of brand remodeling. Through in-depth research and analysis, this paper provides a set of systematic and operable brand remolding solutions for manufacturing enterprises, aiming to help enterprises stand out in the fierce market competition and achieve sustainable development.
Key words: Manufacturing enterprise; brand remodeling; optimization countermeasures
目 录
中文摘要 I
英文摘要 II
目 录 III
引 言 1
第1章、品牌重塑相关概述 2
1.1、品牌重塑的定义 2
1.2、品牌重塑的特点 2
1.3、品牌重塑的理论基础 2
第2章、品牌重塑对制造型企业长远发展的意义 4
2.1、提升市场竞争力与品牌价值 4
2.2、促进企业转型升级与可持续发展 4
2.3、强化企业文化与品牌认同 5
第3章、制造型企业品牌重塑面临的主要难题 6
3.1、资金分配不均 6
3.2、技术支持不足 6
3.3、品牌管理意识不足 6
3.4、消费者需求变化快 7
第4章、制造型企业品牌重塑的优化策略 8
4.1、制定合理的资金预算 8
4.2、加大技术研发投入 8
4.3、加强品牌管理培训 8
4.4、加强消费者洞察 9
结 论 10
参考文献 11
