3-參考資料-2007屆學(xué)生報告--重慶登康公司實施品牌戰(zhàn)略的市場調(diào)查報告.doc

1、measures planned implementation of technical protection measures and security schemes, the problems should be promptly reported to the Manager. 37th: carbon supervisor leadership and head of the company should periodically check the anti-accident measures planned, security technology protection meas

2、ures planned in implementation of measures against accidents and guarantee schemes, security technology protection measures planned in implementation. Seventh article 38th of education and training: new factory (company) production staff (including internships, commissioned officer), must be approve

3、d by the factory (company), workshop and team level safety education upon passing the examination before entering production site. Tertiary-level education after card registration, by the companys production technology section recovery archive, and reported to the company trade unions, safety record

4、. Training and examinations including the safe work procedures as well as relevant safety regulations, work environment and jobs there are risk factors, preventive measures and emergency treatment, and so on. The 39th article: new producers must receive the following training and qualified posts: (a

5、) the operating personnel, scheduling, must pass through the field point, institutional learning, on-site training and classes practice; (B) the maintenance, including technical staff, must undergo maintenance, technical specifications for learning and class practice; (C) special operations personne

6、l, must pass the national professional training, after obtaining a special operations qualifications before they can post. 40th: on-the-job training of production personnel: (I) post production staff should regularly carry out targeted of technical questions and answers, an accident expected on site

7、 training and anti-accident; (B) from running post 1 month and above the main post on duty or leave transportation . Drive system and security studies, arranged by upper management or organization of the examination. The 42nd article: June of every year once regulatory and safety procedures of the c

8、ompany system of examinations, examination the failed again, still not eligible waiting list study. Article 43rd: every year in June the work ticket issuer, assignee, licensee of work training, after passing the examination, as a formal announcement are eligible to work as ticket issuer, head of ins

9、pection, work permits and the right to a separate high-pressure equipment list, and reported to the Management Department. Failing the exam may not serve as a two person, stop classes, examinations before they can post. 44th: for breach of discipline system caused the accident, a kind of disorder an

10、d attempted serious responsibility for the accident, in addition to the relevant provisions dealing with should also be tasked to learn about a point system, and after passing the exam, before they can post. Article 45th: units of the company using the security video, slide projector, television, co

11、mputer, multimedia, radio, Billboard, artifacts, photo exhibitions, as well as security knowledge exam, lectures, contests, and other forms of advocacy, popularize the knowledge of security technology, targeted, Visual training, enhancing workers safety awareness and self-protection ability. Article

12、 46th regular issuance system of internal and external accident cases, organizational learning, analysis and discussion on a regular basis, and educate the persons concerned in a timely manner. 47th article: strengthening the safety of staff, establishing the concept of legalization of production sa

13、fety, establish a people-oriented concept, three do no harm (dont hurt yourself, no harm to others, not to be hurt). 48th eighth day routine: pre-shift and post-shift monitor organizations, safety assist. Before class: succession (started), combined with shift operation and tasks for better risk ana

14、lysis, arranged security account considerations. After class: summarizing comment on duty and the security situation, praise good deeds criticism ignored safety, illegal operations and other adverse phenomena, and completes the record. 49th: safety day event organized by the monitor, safety help, wo

15、rkshop leaders and checking activities. Classes (groups) or rotating a safety day event a week, activities to learn more about the superior file and the spirit of the meeting, informed of the accident, analysis of the company, workshop and fewer security incidents, as well as the typical illegal tea

16、m, analysis of operation environment, there may be a risk factor for the main content. 50th: security analysis companies every quarter of a security analysis; shop at least once a month analysis, comprehensive analysis of production trends, sum up lessons learned from and the weakness in safety mana

17、gement, accident prevention measures in the study. Meeting was chaired by enterprise security responsibility, concerning the participation of Heads of Department, workshop. Formation meeting and made public. 51st: security check for carbon companys periodic and non-periodic safety checks should be c

18、arried out. Periodic inspection includes fall and spring security checks, security checks should be combined with spring or autumn season characteristics and accident law . 52nd: security analysis companies should all be actively involved in the preparation of security advisories, bulletins, integra

19、ted security, analysis of accident law, drawing on lessons learned from. 53rd: the companys safety safety month activities each year according to the Governments requirements and deployment of the group, safety month activities focus on advocacy efforts to improve production safety and strengthen co

20、mpany-wide awareness of work safety, improve the safety awareness, improving the companys safety culture. 54th: units of the company in relation to the units actual, active use of risk analysis method, and is actively exploring new management tools for enterprises and job site safety analysis, ident

21、ify weaknesses and potential accidents and take preventive measures in a timely manner. 55th: units of the company against the possibility of seriously affecting the safety of emergency contingency plans, and actively prepared for the critical work, ensure that the critical situation occurred after

22、relief, rescue and recovery work in an orderly manner. 56th Nineth day construction project: company or project, the implementation of construction projects legal and construction team joint management of construction site safety of principle. Identified under the project bear this organizing, coord

23、inating and oversight responsibilities; 目錄 一一 概述（人員概述（人員 A-A-何靈）何靈） -1 1 (一)公司簡介-1 （二）調(diào)查目的-1 （三）調(diào)查的過程-1 （四）調(diào)查采用的方法-2 （五）調(diào)查的主要內(nèi)容-2 二二 品牌環(huán)境因素分析（人員品牌環(huán)境因素分析（人員 A-A-何靈）何靈） -3 3 （一）品牌的宏觀環(huán)境分析-3 1.政策環(huán)境 -3 2.經(jīng)濟環(huán)境 -3 3.社會文化環(huán)境 -3 4.技術(shù)環(huán)境 -4 （二）品牌的行業(yè)環(huán)境-4 1.行業(yè)的基本面 -4 2.競爭環(huán)境 -5 3.消費環(huán)境 -5 三三 登康公司品牌戰(zhàn)略定位登康公司品牌戰(zhàn)略定位( (

24、人員人員 B-B-高婷高婷) ) -6 6 （一）登康公司品牌戰(zhàn)略定位的策略-6 1.品牌戰(zhàn)略定位分析 -6 2.品牌戰(zhàn)略定位策略 -6 （二）登康公司品牌戰(zhàn)略定位的工具-7 四四 產(chǎn)品品牌戰(zhàn)略產(chǎn)品品牌戰(zhàn)略( ( 人員人員 C-C-黎婷黎婷) ) -9 9 （一）登康公司品牌的類別-9 1.型抗過敏牙膏 -9 2.型抗過敏牙膏 -9 3.抗過敏水晶牙膏 -9 4.抗過敏消炎止血牙膏 -9 5.抗過敏健康防蛀牙膏 -9 6.代抗過敏牙膏和冷酸靈兒童牙膏 -10 （二）品牌組合戰(zhàn)略-10 1.品牌組合戰(zhàn)略的定義 -10 2.品牌組合戰(zhàn)略的內(nèi)容 -10 3.雙品牌戰(zhàn)略 -11 五五 品牌傳播戰(zhàn)略品牌

25、傳播戰(zhàn)略( (人員人員 D-D-禹瑋）禹瑋） -1212 （一）傳播的原則-12 1.相信自己，信仰品牌 -12 2.尊重對手，贏得信賴 -12 3.廣告詞簡單明了，易于記憶 -12 4.共鳴 -12 measures planned implementation of technical protection measures and security schemes, the problems should be promptly reported to the Manager. 37th: carbon supervisor leadership and head of the comp

26、any should periodically check the anti-accident measures planned, security technology protection measures planned in implementation of measures against accidents and guarantee schemes, security technology protection measures planned in implementation. Seventh article 38th of education and training:

27、new factory (company) production staff (including internships, commissioned officer), must be approved by the factory (company), workshop and team level safety education upon passing the examination before entering production site. Tertiary-level education after card registration, by the companys pr

28、oduction technology section recovery archive, and reported to the company trade unions, safety record. Training and examinations including the safe work procedures as well as relevant safety regulations, work environment and jobs there are risk factors, preventive measures and emergency treatment, a

29、nd so on. The 39th article: new producers must receive the following training and qualified posts: (a) the operating personnel, scheduling, must pass through the field point, institutional learning, on-site training and classes practice; (B) the maintenance, including technical staff, must undergo m

30、aintenance, technical specifications for learning and class practice; (C) special operations personnel, must pass the national professional training, after obtaining a special operations qualifications before they can post. 40th: on-the-job training of production personnel: (I) post production staff

31、 should regularly carry out targeted of technical questions and answers, an accident expected on site training and anti-accident; (B) from running post 1 month and above the main post on duty or leave transportation . Drive system and security studies, arranged by upper management or organization of

32、 the examination. The 42nd article: June of every year once regulatory and safety procedures of the company system of examinations, examination the failed again, still not eligible waiting list study. Article 43rd: every year in June the work ticket issuer, assignee, licensee of work training, after

33、 passing the examination, as a formal announcement are eligible to work as ticket issuer, head of inspection, work permits and the right to a separate high-pressure equipment list, and reported to the Management Department. Failing the exam may not serve as a two person, stop classes, examinations b

34、efore they can post. 44th: for breach of discipline system caused the accident, a kind of disorder and attempted serious responsibility for the accident, in addition to the relevant provisions dealing with should also be tasked to learn about a point system, and after passing the exam, before they c

35、an post. Article 45th: units of the company using the security video, slide projector, television, computer, multimedia, radio, Billboard, artifacts, photo exhibitions, as well as security knowledge exam, lectures, contests, and other forms of advocacy, popularize the knowledge of security technolog

36、y, targeted, Visual training, enhancing workers safety awareness and self-protection ability. Article 46th regular issuance system of internal and external accident cases, organizational learning, analysis and discussion on a regular basis, and educate the persons concerned in a timely manner. 47th

37、article: strengthening the safety of staff, establishing the concept of legalization of production safety, establish a people-oriented concept, three do no harm (dont hurt yourself, no harm to others, not to be hurt). 48th eighth day routine: pre-shift and post-shift monitor organizations, safety as

38、sist. Before class: succession (started), combined with shift operation and tasks for better risk analysis, arranged security account considerations. After class: summarizing comment on duty and the security situation, praise good deeds criticism ignored safety, illegal operations and other adverse

39、phenomena, and completes the record. 49th: safety day event organized by the monitor, safety help, workshop leaders and checking activities. Classes (groups) or rotating a safety day event a week, activities to learn more about the superior file and the spirit of the meeting, informed of the acciden

40、t, analysis of the company, workshop and fewer security incidents, as well as the typical illegal team, analysis of operation environment, there may be a risk factor for the main content. 50th: security analysis companies every quarter of a security analysis; shop at least once a month analysis, com

41、prehensive analysis of production trends, sum up lessons learned from and the weakness in safety management, accident prevention measures in the study. Meeting was chaired by enterprise security responsibility, concerning the participation of Heads of Department, workshop. Formation meeting and made

42、 public. 51st: security check for carbon companys periodic and non-periodic safety checks should be carried out. Periodic inspection includes fall and spring security checks, security checks should be combined with spring or autumn season characteristics and accident law . 52nd: security analysis co

43、mpanies should all be actively involved in the preparation of security advisories, bulletins, integrated security, analysis of accident law, drawing on lessons learned from. 53rd: the companys safety safety month activities each year according to the Governments requirements and deployment of the gr

44、oup, safety month activities focus on advocacy efforts to improve production safety and strengthen company-wide awareness of work safety, improve the safety awareness, improving the companys safety culture. 54th: units of the company in relation to the units actual, active use of risk analysis metho

45、d, and is actively exploring new management tools for enterprises and job site safety analysis, identify weaknesses and potential accidents and take preventive measures in a timely manner. 55th: units of the company against the possibility of seriously affecting the safety of emergency contingency p

46、lans, and actively prepared for the critical work, ensure that the critical situation occurred after relief, rescue and recovery work in an orderly manner. 56th Nineth day construction project: company or project, the implementation of construction projects legal and construction team joint manageme

47、nt of construction site safety of principle. Identified under the project bear this organizing, coordinating and oversight responsibilities;2 （二）傳播的方式-13 1.媒體性廣告 -13 2.公益性廣告 -13 3.網(wǎng)絡(luò)廣告 -13 4.傳播 -14 六六 品牌延伸戰(zhàn)略品牌延伸戰(zhàn)略( (人員人員 E-E-文露文露) ) -1515 （一）品牌延伸的原則-15 1.有共同的主要成分 -15 2.相同的服務(wù)系統(tǒng) -15 3.技術(shù)上密切相關(guān) -15 4.使用

48、者相似 -15 5.避免產(chǎn)品已高度定位 -16 6.質(zhì)量檔次相當 -16 7.品牌名稱聯(lián)想所及 -16 （二）品牌延伸的類別-16 1.按品牌延伸領(lǐng)域的不同而分 -16 2.根據(jù)產(chǎn)品檔次延伸方向分 -16 3.其他特殊類型的品牌延伸 -16 七七 品牌管理（人員品牌管理（人員 E-E-文露）文露） -1818 （一）品牌管理的組織-18 （二）品牌管理的內(nèi)容-18 1.進行成功的品牌管理 -18 2.品牌管理的價值原則 -18 八八 結(jié)論與建議結(jié)論與建議( (人員人員 B-B-高婷高婷) ) -2020 （一） 結(jié)論 -20 （二） 建議 -20 1. 領(lǐng)導(dǎo)重視品牌工作 -20 2. 擁有自己

49、的品牌 -20 3.保護品牌 -20 4.宣傳自己的品牌 -20 5. 維護企業(yè)良好品牌形象 -21 6. 強化品牌 -21 measures planned implementation of technical protection measures and security schemes, the problems should be promptly reported to the Manager. 37th: carbon supervisor leadership and head of the company should periodically check the anti-accident measures planned, security technology protection measures planned in implementation of measures against accidents and guarantee s