摘要:品牌营销是企业市场营销工作中的重要环节，品牌营销的水平高低是衡量一个企业市场运营水平的重要因素，也是一个企业保持竞争力的重要手段。品牌营销实施的意义在于能促进产品销售、监督和保证产品价值、实现规模经济效益和保证企业不断壮大和持续发展。我国已经进入了品牌竞争时代，创立品牌、宣传品牌、保护品牌、发展品牌，走品牌之路己经形成了共识。都市丽人定位于“大众风尚内衣”品牌，她的目标消费群体是中国分布最广，人数最多的普通大众女性。她们渴望的内衣品牌是能懂自己追求物超所值、廉价物美的心里，产品品质居于中上水平，并提供有限的服务；她们希望与品牌建立一种亲切平等的关系。
本文在分析的都市丽人行业环境和公司概况后，分析都市丽人品牌营销现状，分析提出都市丽人品牌营销中存在的不足，最后提出相应的改进意见。
本文基于现代企业品牌营销理论，主要对都市丽人公司在品牌营销过程中取得的成绩和存在的问题，提出一些有针对性的建议和解决问题的方法，以期完善和建立适应本企业品牌运作的策略和方法，同时为企业的品牌营销策略实施提出了相应的建议。
关键字：品牌 品牌营销 都市丽人 环境分析
ABSTRACT:Brand marketing is an important part of corporate marketing work, the level of brand marketing is an important factor to measure the level of an enterprise market operators, is also an important means of enterprises to remain competitive. The significance of the implementation of brand marketing to promote product sales, supervise and ensure the value of the product to achieve economies of scale and to ensure that the business has grown and sustainable development. Low Brand degree, weak awareness of the brand of self-protection, low added value of the brand, the brand is not so strong. To adapt to the current market open, and do a good job in brand building, it is an urgent task for China's corporate marketing efforts. With the opening up to the outside world and the domestic market is maturing, China has entered the era of brand competition, the creation of the brand, to promote the brand, protect the brand, the brand development road of the brand has been the formation of a consensus.
Urban beauty brand targeted at "mass fashion underwear", her target consumer groups, the general public is the most widely distributed, the largest number of women. They desire underwear brand can understand their own pursuit of value for money, cheap to Wumart the heart, the product quality of living in the upper level, and to provide limited services; They hope to establish a cordial relationship of equality with the brand .
Based on the theory of modern corporate brand marketing, mainly on the achievements and the problems of the urban women in the process of brand marketing, some targeted advice and problem-solving methods, in order to improve and establish operational strategies to adapt to the corporate brand and methods, as well as the corporate brand marketing strategy implementation recommendations accordingly.
Keywords: brand marketing beauty of city Environmental analysis
