中外本土品牌市场营销对比研究以百度谷歌为例
毕业论文关键词：本土品牌；营销；对比；策略
Comparative study the marketing management of Chinese local brand and foreign local brand-Baidu and Google as the example
Abstract: With China's economic development, local and foreign brand marketing problems are more and more people become an issue of concern. As it relates to the issue of the intersection of the necessary foreign brands and local brands, as well as issues related to innovation and improvement of local brands problems. Through comparative study of Chinese and foreign local brand marketing, you can clear the extent of the good brands; brands can also present problems of deep reflection. In other words , through the comparison of Chinese and foreign local brand marketing research can indirectly increase the level of local brands , by contrast, the advantages of foreign brands , domestic brands to improve deficiencies . This will also contribute to the exchanges and cooperation between China and foreign brand market. Domestic and foreign brand marketing conducted comparative study of the most intuitive sense, is the country with foreign product features an in-depth understanding , and thus the marketing strategy, competitive strategy , brand marketing trends , etc., were studied. It seems from the current form, its approach is very necessary. Pursuant to the relevant issues in this article a brief comparative study.
Keywords: local brands ; marketing ; contrast ; strategy
目 录
一、引言.1
（一）课题研究的背景与目的1
（二）课题研究的方法与意义1
二、本土品牌介绍.2
（一）品牌简介2
（二）品牌文化3
（三）主要产品3
三、国际品牌介绍.5
（一）品牌简介5
（二）品牌文化5
（三）主要产品5
四、市场环境.7
（一）行业状况7
（二）国内市场环境7
（三）国外市场环境8
（四）影响因素9
五、营销策略.10
（一）产品策略10
（二）价格策略10
（三）促销策略11
（四）营销渠道策略（国内，国外）11
吹冰、品牌营销趋势12
（一）品牌理念12
（二）品牌联合12
（三）产品重心12
（四）品牌宣传（传统到新媒体）12
七、SWOT分析.13
(一) 百度13
（二）谷歌15
八、竞争策略17
（一）品质17
（二）核心竞争力17
（三）品牌诠释17
九、总结.18
致谢.19
参考文献.20
一、 引言
（一） 课题研究的背景与目的
随着我国对外开放政策的实施和经济环境的不断改善，所有投资者都把眼光放到了中国这个具有17亿人口的超级市场上，所有人都想从中分一杯羹，进而扩大品牌市场。如今市场竞争走向激烈，国外企业特别是许多大型的跨国公司，以其拥有的著名品牌为开拓武器，大举进入中国市场，由此展开了一场中外品牌的中国市场争夺战，中国的本土企业和品牌受到了严峻的挑战。进入中国的外资品牌都是很强大的，无论是发展历史还是市场口碑、资金技术、团队经验等，都比中国品牌强势，中国本土品牌如果不能够壮大自身，很容易就在外资品牌的攻击下一蹶不振。本论文着重根据中外本土品牌不同的营销模式，进行对比研究。
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