PAGE中国最大的论文知识平台www.lwxiezuo.com内容摘要随着社会主义市场经济不断发展，我国加入WTO，经济全球化的挑战使国内家电行业感到了巨大的压力，中国家电业是市场竞争最激烈的行业。本文通过对我国家电品牌的发展历程和行业现状的研究，通过对家电行业存在的种种信用问题,家电信用和品牌战略之间的相互关系的分析，提出了针对性的品牌战略与措施来改善家电行业的信用状况。当前，品牌竞争已成为市场竞争的焦点，谁拥有卓越的品牌，谁就拥有顾客、市场和未来。关键词：品牌战略家电行业信用ABSTRACTWiththeconstantdevelopmentofthesocialistmarketeconomyandChineseaccessiontoWTO,thechallengesofeconomicglobalizationforcedthedomesticapplianceindustrytofacethefiercecompetition.TheChinesehouseholdapplianceindustryisthemarket'smostcompetitiveone.ThisarticlestudiedthebrandstatusanddevelopmentprocessofChina'shomeapplianceindustry;analysedthecredibilityproblemexistinginhouseholdapplianceindustryandanalysedtherelationshipbetweenbrandstrategyandcredit.AtlastProposedtargetedbrandstrategyandmeasurestoimprovethecreditstatusofhouseholdappliances.Currently,thebrandcompetitionhasbecomethefocusofmarketcompetition,theonewhohasexcellentbrand,whowillownthecustomer,themarketandthefuture.SKEYWORDS:brandstrategyhousehold-applianceindustrycredit目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc263182241"第一章绪论PAGEREF_Toc263182241\h1HYPERLINK\l"_Toc263182242"第一节研究的背景与意义PAGEREF_Toc263182242\h1HYPERLINK\l"_Toc263182243"第二节研究的内容与目的PAGEREF_Toc263182243\h1HYPERLINK\l"_Toc263182244"第二章文献综述PAGEREF_Toc263182244\h3HYPERLINK\l"_Toc263182245"第一节品牌与品牌战略PAGEREF_Toc263182245\h3HYPERLINK\l"_Toc263182246"一、关于品牌PAGEREF_Toc263182246\h3HYPERLINK\l"_Toc263182247"二、关于品牌战略PAGEREF_Toc263182247\h4HYPERLINK\l"_Toc263182248"第二节关于家电行业PAGEREF_Toc263182248\h5HYPERLINK\l"_Toc263182249"一、中国家电行业发展历程PAGEREF_Toc263182249\h5HYPERLINK\l"_Toc263182250"二、我国家电行业存在的主要信用问题PAGEREF_Toc263182250\h6HYPERLINK\l"_Toc263182251"第三节家电品牌战略PAGEREF_Toc263182251\h6HYPERLINK\l"_Toc263182252"第三章家电行业品牌发展过程中存在的信用问题PAGEREF_Toc263182252\h8HYPERLINK\l"_Toc263182253"第一节家电行业现状分析PAGEREF_Toc263182253\h8HYPERLINK\l"_Toc263182254"一、家电行业概述PAGEREF_Toc263182254\h8HYPERLINK\l"_Toc2