我国企业的品牌战略研究

【作者】 赵仕红；

【导师】 黄慧君；

【作者基本信息】 南京理工大学 ， 管理科学与工程， 2008， 硕士

【摘要】 经济全球化和世界大市场的形成,使企业之间的竞争变得日益激烈。这种竞争已经从早期的产品功能竞争上升为产品功能、服务乃至企业文化等的综合竞争,形成了多层面、立体化的竞争格局。即我们所说的“品牌竞争”。目前国内很多企业在品牌经营上仍有很多问题,存在着许多重大失误。本文运用理论与实践相结合的方法,对企业的品牌战略进行系统地分析,并结合我国企业品牌战略发展现状,提出企业品牌战略实施的合理建议。全文分五部分。第一部分,主要论述选题的意义,国内外品牌战略研究的现状。第二部分,论述品牌及品牌战略的概念。第三部分,论述我国企业品牌经营中存在的不足及实施品牌战略的意义。第四部分,论述企业如何进行品牌战略的创建、传播、保护及成功开展品牌战略的措施。第五部分,结合国内著名企业海尔,分析海尔的品牌战略。论文期望通过对国内企业在品牌建设方面问题的深入分析,结合实际案例对品牌战略的研究,能对国内企业的品牌建设有一定的应用价值。更多还原

【Abstract】 The forming of economic globalization and big market of the world makes the competition among enterprises fiercely day by day. This kind of competition has already become the comprehensive competition including products, the service and even corporate culture, etc. from the product function competition rising of the earlier stage and formed the stage construction, three-dimensional competition pattern that melts. It is Named competition of the brand. A lot of domestic enterpraises have problems about brand management and make a lot mistakes. And method the main body of a book is applied to integrate theory with practice, the field carrying out system on the enterprise brand strategy analyses, be tied in wedlock our country enterprise brand strategy present situation, the rational suggestion suggesting that enterprise brand strategy is put into effect. The article has five parts. The first part, mainly elaborates the selected topic significance, domestic and foreign brands strategic research present situation. Second part, elaboration brand and brand strategy concept. The third part, elaborates the insufficiency which in our country enterprise brand management exists, and implementation brand strategy significance. Does the fourth part, how elaborate the enterprise to carry on the brand strategy the foundation, disseminates the protection and the success development brand strategy measure. The fifth part, analyzes Haier’s brand strategy. The paper expects to have some application value to the domestic enterprise’s brand construction by analysing questions about the domestic brand construction and researching on the domestic brand strategy.更多还原