摘 要
本文旨在探讨当前企业品牌推广存在的主要问题及其创新对策。首先概述了品牌推广的定义、特点及主要渠道，并分析了品牌推广在市场营销中的重要地位，包括提升品牌知名度和美誉度、建立品牌忠诚度以及促进销售和市场份额增长等方面。随后，深入剖析了企业品牌推广中普遍存在的品牌核心价值不明确、品牌形象分裂、市场细分不精准以及创意内容匮乏等问题。针对这些问题，本文提出了相应的创新对策，包括深入挖掘品牌核心价值、统一品牌形象设计、精准划分细分市场以及丰富品牌传播内容形式等。通过实施这些对策，企业可以有效提升品牌推广的效果，增强品牌竞争力，进而实现市场份额和销售的增长。本研究对于企业品牌推广的实践具有一定的指导意义和应用价值。
关键词：企业品牌推广；品牌意识；渠道拓展
Abstract
This paper aims to explore the main problems existing in the current enterprise brand promotion and their innovative countermeasures. First, the definition, characteristics and main channels of brand promotion are summarized, and the important position of brand promotion in marketing is analyzed, including enhancing brand awareness and reputation, building brand loyalty, and promoting sales and market share growth. Subsequently, it deeply analyzes the common problems in enterprise brand promotion, such as unclear brand core value, split of brand image, inaccurate market segmentation and lack of creative content. In view of these problems, this paper puts forward the corresponding innovative countermeasures, including deeply exploring the core value of the brand, unified brand image design, accurate division of market segments, and enriching the content and form of brand communication. Through the implementation of these countermeasures, enterprises can effectively improve the effect of brand promotion, enhance brand competitiveness, and then achieve the growth of market share and sales. This study has certain guiding significance and application value for the practice of enterprise brand promotion.
Key words: Corporate brand promotion; brand awareness; channel expansion
目 录
中文摘要 I
英文摘要 II
目 录 III
引 言 1
第1章、品牌推广相关概述 2
1.1、品牌推广的定义 2
1.2、品牌推广的特点 2
1.3、品牌推广的主要渠道 2
第2章、品牌推广在市场营销中的地位 4
2.1、提升品牌知名度和美誉度 4
2.2、建立品牌忠诚度 4
2.3、促进销售和市场份额增长 4
第3章、企业品牌推广存在的主要问题剖析 6
3.1、品牌核心价值不明确 6
3.2、品牌形象分裂 6
3.3、市场细分不精准 6
3.4、创意内容匮乏 7
第4章、当前企业品牌推广的创新对策 8
4.1、深入挖掘品牌核心价值 8
4.2、统一品牌形象设计 8
4.3、精准划分细分市场 9
4.4、丰富品牌传播内容形式 9
结 论 10
参考文献 11
