【作者】 周敏；

【导师】 王振宇；

【作者基本信息】 南昌大学 ， 企业管理， 2008， 硕士

【摘要】 随着市场竞争的加剧,产品同质化现象日益明显。企业若只依靠产品竞争,则很难获得差异性的竞争优势。于是理论界越来越重视对企业品牌的研究,提出了许多品牌战略。而且国内外各大企业集团以资金、技术、管理等优势大举进军市场,通过合作、兼并、收购等方式树起了品牌大旗。品牌是企业战胜竞争对手的利器,成为企业核心竞争力的一部分。而处于中部地区的江西省,无论是在对品牌的认识还是行为方面,都落后于发达地区企业。随着我国市场经济的日益成熟,江西企业面临域外企业品牌的巨大挑战,但学界对此问题还未进行专门的研究。本文以一个全新的视角——省域的角度,对江西企业品牌发展战略进行了系统研究。首先分析了国内外和江西企业品牌的发展现状,在比较的基础上,对制约江西企业品牌发展的宏观、中观和微观因素进行了分析,认为江西企业应该以独有的江西文化为背景,拓宽融资渠道,加快产业优化升级,由产品品牌上升至企业品牌,由企业品牌上升至产业品牌。最后根据企业品牌发展所处的不同阶段,提出了江西企业品牌创立战略、运营战略、维护战略、扩张战略;以及实施品牌战略的保障措施:企业应当提高品牌经营理念,重视产品的质量建设、技术创新、人才培养以及企业文化的建设;加强企业品牌的法律保护和危机管理,并且使用好品牌的扩张策略。更多还原

【Abstract】 With the aggravation of the market competition, the homogeneity of the products is obvious day by day. Just depend on the competition of the products, enterprise is difficult to obtain the different competitive advantage. Then the theory circle pays attention to the study on enterprise’s brand more, has proposed a lot of brand strategies. And every domestic and international consortium marches into the market on a large scale as a means of advantages such as fund, technology, management, etc., set up the big flag of brand through cooperation, annexing, purchasing and so on. Brands are sharp weapons that enterprises defeat the rivals, become a part of enterprise’s core competitiveness.Jiangxi province in the middle, regardless of the understanding or behavioral of brand, lags behind the enterprises of developed area. With our market economy ripe day by day, the enterprises of Jiangxi face the enormous challenge of outside, but the special research to this question has not been carried on yet in academic circles.This text is with a brand-new angle of province, study on brand development strategy in Jiangxi enterprises. First, I analyzed the development situation of the brand both at home and abroad and Jiangxi province. By comparison, I analyzed all factors of restraining Jiangxi enterprise’s brand, advanced that enterprises of Jiangxi should use the native culture, widen financing channel, accelerate industry’s optimization and upgrading, and rise product brand to enterprise’s brand, enterprise’s brand to industry’s brand. Finally, according to different stage, I put forward creating strategy, operation strategy, maintain strategy, and expansion strategy; and implement the strategy guarantee measure of brands: enterprises should improve the management of brand, enhance the quality construction, technological innovation, personnel training and construction of corporate culture; Strengthen enterprise legal protection and crisis management, and use expansion strategy.更多还原