PAGE\*MERGEFORMATIII工商管理毕业论文设计题目：企业品牌管理中存在的问题与对策专业：学号：姓名：指导老师：摘要在当今社会品牌管理已经越来越具有必要性和紧迫性，品牌管理是公司整体市场竞争战略的重要组成部分，然而目前的纸尿裤企业却出现了，大行业小品牌的现状，致使企业间恶性竞争，产品趋同化，阻碍行业的进步。本文在综合研究国内外品牌管理的基础上，对品牌，品牌管理进行分析，并以此为依据，运用个案研究的方法，对恒安集团安儿乐纸尿裤进行实践研究，分析研究安儿乐纸尿裤在品牌管理中存在的问题。笔者发现该企业纸尿裤的生产能力虽然在逐步扩大，产品越来越多，但由于企业品牌意识不强，品牌管理能力较弱，导致企业产品缺乏自主品牌，产品附加值不高，产品集中在低档次、低附加值的层次上，企业毛利润低，成为了企业发展的经营瓶颈。通过以上分析，结合自己的专业所学，本人针对该企业品牌管理中出现的问题，提出了相应解决对策。关键词品牌管理恒安集团问题对策\AbstractSocialbrandarrangementhasbecomemoreandmoreimportantandurgentinthemodernsociety.Itisthesignificantpartofmarketcompetitionstrategiesofacompany.Neverthelessthecurrentsituationofbrandarrangementinsometexitileindustriesappearstobebigtradewithsmallbrand,whichleadtotheviciouscompetitionamongthecompaniesandgradualassimilationofproducts.Fromtheseaspects,thiswayofbrandarrangementhashinderedthedevelopmentofthetrade.Infact,thebrandarrangementofthesetexitileindustriesshouldbethemethodforthecompaniestoachievecompetitiveedgeandseizemarkets.Brandarrangementhasbecometheonlywaytopromotedevelopmentofmodernenterprise.Basedonintegratingalldifferentdocumentsfromourcountryandabroadindifferenttimes,thisarticledoesananalyticresearchtowardbrandandthesystemofbrandarrangement.Accordingtothisstudy,itdevelopsapracticalresearchtoHenganpaperdiaperCompany,withthemethodofsinglecasestudy,analysestheproblemsexistedinthebrandarrangementofhenganandcomesupwithreleventsolutionswithboththeoryandpractictakenintoconsideration.ThearticlemakesadeeplytheorystudyonbrandarrangementofHenganpaperdiaperindustry.Now,Chinagetsastrongercapabilityinproducingpaperdiaperproducts.However,mostcompaniesdonotoperateinbigscales,sotheyalwaysignorethearrangementofbrand.Lackingofthebrandarrangementresultsinacommonbutunsolvedproblemthatboththegradeandextravalueoftheproductsstayinalowlevel.Iaimtoraiseasolutiononthatproblem,whichcantransformmanagementbottleneckandimproveprofitsofthecompanies.Thustheycanstepforwardinasoundcircleofeconomicactivities,whichstandsfo