格力品牌运营战略研究内 容 摘 要全球化进程一定程度上推动着中国经济向全球化迈进，这意味着企业将要接受更加严酷的市场竞争环境。相同的，品牌运营的发展深深的影响着企业的持续经营，因此，品牌战略及其运营在市场竞争中发挥着非常重要的作用。而反过来，一个成功的品牌运营战略，离不开长期的品质和价值的支持。对于格力而言，在品牌运营战略方面在今天看来已经是非常成熟了，格力仍需根据内外部环境的变化，适时改变自己的品牌运营战略，提升品牌的经营能力和市场竞争力。本文以格力品牌为研究对象，通过对格力品牌的环境分析、格力品牌的发展现状以及对格力品牌战略进行分析。利用 SWOT 分析、PEST 理论分析方法对格力品牌所处的市场环境和当前具备的优劣势、机会与威胁，得出格力只有通过利用现有的优势和机会并且加大对品牌战略的改进和运营才能更好地发展。最后展望企业发展未来。关键词：格力；品牌；运营战略IResearch on brand operation strategy of GreeAbstractTo some extent, the process of globalization has pushed China's economy forward towards globalization, which means that enterprises will have to accept more severe market competition environment. In the same way, the development of brand operation has a profound impact on the sustainable operation of enterprises, Therefore, brand strategy and its operation play a very important role in the market competition. In turn, a successful brand operation strategy can not be separated from long-term quality and value support. For Gree, the brand operation strategy is very mature today, Gree still needs to change its brand operation strategy in time according to the changes of internal and external environment, so as to improve its brand operation ability and market competitiveness. In this paper, Gree brand as the research object, through the analysis of the environment of the brand, the development status of the brand and the strategy of the brand. Using SWOT analysis and pest theory to analyze the market...
