摘要随着人们的生活及消费水平的提高，对饮用水水质的关注度也日增强，自来水在运输过程中易受“二次污染”，满足不了消费者的健康需求。净水器的使用是解决这一问题的完美途径，但我国目前的净水器普及率还很低，未来的市场前景十分广阔。在这样的行业背景下，本文选取了川益商贸公司作为研究对象，就其现阶段的品牌推广策略进行深入分析，指出现阶段品牌推广过程中所存在的问题，并给出相对应的解决方案。42664

本文对川益商贸公司品牌推广的分析从三个方面展开，分别是传统媒体、新媒体、内部员工推广。发现川益商贸公司在品牌推广过程中所存在的问题，即媒体推广方面的问题、品牌定位失准问题、促销活动缺乏创新问题、品牌推广人员缺乏专业素质等问题。接着提出相对应的解决策略，即充分利用新媒体推广的策略、准确的市场定位策略、创新性促销活动策略以及提高企业员工专业素质的策略。希望通过此次研究能够对川益商贸公司未来一段时间内的品牌推广有一定的指导作用，从而得到更多消费者的亲睐，提高品牌知名度与美誉度，达到塑造良好企业形象的目的。

毕业论文关键词：川益商贸公司；净水器；品牌推广；推广策略

 Study on Brand Extension Strategy of Chuan Yi Trading Company

Abstract

With the improvement of people's living and consumption level, the attention of drinking water quality is also increasing day by day, the water in the transport process is vulnerable to the two pollution, can not meet the health needs of consumers. The use of water purifier is the perfect way to solve this problem, but the current water purifier penetration rate is still low, the future market prospects are very broad. Under such a background, this paper selects the Chuan Yi Trading Company as the research object, the brand promotion strategy for in-depth analysis, pointed out the problems existing in the process of brand promotion stage, and gives out corresponding solutions.

In this paper, the analysis of the brand promotion of Chuan Yi Trading Company from three aspects, namely, the traditional media, new media, the promotion of internal staff. Chuan Yi Trading Company in the process of brand promotion, the existing problems are found, media promotion, brand positioning loss problems, sales promotion activity lack of innovation and brand promotion personnel lack of professional quality. Then put forward the corresponding solution strategy, that is, to make full use of the new media promotion strategy, accurate market positioning strategy, innovative marketing strategy and improve the professional quality of enterprise employees. I hope that through this study can Chuan Yi Trading Company some time in the future in the promotion of the brand has a guiding role. In order to get more consumers of the pro Lai, improve brand awareness and reputation, to establish a good corporate image.

Key Words: water purifier, brand promotion, promotion strategy 

目录

摘要..I

Abstract.II

一  引言.1

（一）研究背景.1

（二）研究意义.1

二 品牌推广相关理论..3

（一）品牌及品牌推广的重要性..3

（二）品牌推广理论3

三 川益商贸公司品牌推广现状5

 (一)川益商贸公司简介5

（二)川益商贸公司的行业背景与竞争情况..5 

（三）川益商贸公司品牌推广现状与问题6