【作者】 王建荣；

【导师】 兰丕武；

【作者基本信息】 山西财经大学 ， 企业管理， 2009， 硕士

【摘要】 面对经济全球化、市场国际化的营销环境,企业的技术水平、产品质量固然重要,但取胜的关键是品牌。品牌是一种产品外在形态与内在质量相统一的名称、标记或符号,借以区分不同企业或竞争对手提供的产品或劳务,是企业与消费者沟通的工具,消费者对产品、信誉、企业的印象和地位都凝聚在品牌之中。进入21世纪,随着市场环境、消费者、企业本身的变化,没有品牌的产品和服务是很难有长久生存空间的,只有成功的品牌建设才有持续成长的企业和未来的辉煌。中国是无可非议的制造业大国,可是,我们也是无可争议的品牌弱国。受传统观念和落后经营方式的影响,中国企业在品牌竞争意识方面普遍不强,因此吃了不少苦头。品牌建设已经成为我国学术界研究的一个重要课题,也是中国企业界面临的一个十分紧迫的问题。本文运用品牌相关理论,采用了比较分析与实证分析相结合的方法进行研究。首先对中国企业品牌建设的现状进行分析,然后通过中外企业品牌建设的比较,主要从品牌发展历程及品牌建设过程方面进行比较,从中发现中外企业品牌的差距,在此基础上,提出中国企业品牌建设的对策。本文试图在分析品牌建设现状与根源之基础上,通过中外企业的对比,借鉴国外知名企业品牌建设的成功经验,为中国企业提升品牌竞争力提供一定的帮助。更多还原

【Abstract】 Facing the economic globalization, market internationalization of the marketing environment, the technological level of enterprises and product quality are important, but the key is to win the brand. The brand is the name which, the mark or the mark one product external shape and the intrinsic quality unify, provides the product or the service in order to the discrimination different enterprise either the competitor, Is the tool which the enterprise and the consumer communicates, the consumer to the product, the prestige, enterprise’s impression and the status condenses in the brand. Since the 21st century, along with the market environment, the consumer, enterprise’s change, does not have the brand product and the service is very difficult to have the long-lived space, only then succeeds the brand construction will only then have continually the growth enterprise and future magnificence. China is the irreproachable manufacturing industry great nation, but, we are also the indisputable brand weak countries. The traditional ideas and backwardness modes of business operation’s influence, the Chinese Enterprise is not generally strong in the brand competitive spirit aspect, therefore has suffered many hardships. The brand construction already became an important topic which our country academic circle studies, is also a very urgent question which the Chinese business community faces.This article utilizes the brand correlation theories, used the method which the comparative analysis and the empirical analysis unified to conduct the research. First carries on the analysis to the Chinese Enterprise brand construction’s present situation, then through the Chinese and foreign enterprise brand construction’s comparison, mainly carries on the comparison from the brand development process and the brand construction process aspect, discovers the Chinese and foreign enterprise brand the disparity. Based on this, proposes the Chinese Enterprise brand construction countermeasure. This article attempts in the analysis brand construction present situation and the root foundation, through the Chinese and foreign enterprise’s contrast, profits from the overseas well-known enterprise brand construction the successful experience, promotes the brand competitive power for the Chinese Enterprise to provide certain help.更多还原