【作者】 彭涛；

【导师】 洪卫；

【作者基本信息】 重庆交通大学 ， 管理科学与工程， 2008， 硕士

【摘要】 品牌关系是品牌理论研究的一个重要概念和热点问题,建立并维系一个良好的品牌关系就等于为品牌的长远发展奠定了坚实基础。但研究品牌关系不能脱离品牌价值的研究,因为品牌价值的研究是品牌理论研究中最核心的部分。品牌理论虽然非常丰富,关于品牌价值的系统研究却相对较少。现有各种重要的品牌理论,如品牌形象、品牌识别、品牌资产、品牌传播、品牌定位等等,都在不同程度上涉及到品牌价值的研究,但却对品牌价值本质及其来源看法并不一致,很多研究都仅局限于品牌——消费者二者之间的关系,本论文在对国内外品牌理论研究文献进行综述和分析的基础上,结合当前企业品牌化战略实施过程中所暴露出的问题,提出品牌理论的研究视角应更多地放在如何协调多方品牌利益相关者上面来,并主张通过强化品牌关系不断提升品牌价值。论文首先对国内外品牌理论相关文献进行综述,借此论述品牌关系对品牌价值创造的影响;其次,通过对品牌关系演化进程进行分析,并结合生态学相关原理,阐述基于品牌利益相关者视角对于品牌理论的深入研究具有重要意义;再次,结合当前品牌理论研究热点——品牌关系研究以及社会学相关原理,阐述了构建品牌关系网的必要性、可能性及其对提升品牌价值和促进品牌发展的重要意义;然后,通过基于利益相关者互动关系品牌价值理论研究述评,识别不同利益相关者需求差异性,阐述通过有效互动对品牌价值创造的重要意义并提出品牌价值创造机理框架;最后,构建了一个企业内部亚品牌关系网,并通过组织结构优化设计使之更利于企业品牌的发展。更多还原

【Abstract】 The brand relation is an important concept and hot problem of the brand theories research, establishing and maintaining a good brand relationship is equal to laying a solid foundation for the long term of brand development. But the research of brand relationships can not be divorced from the research of brand value, because it’s the core part of the research of brand theories. Although brand theory is very rich, the systematic research is relatively short. Now, the variously important brand theories, such as brand image, brand recognition, brand equity, brand communication, brand positioning, and so on, in varying degrees, related to the value of brand research, but there is still no consistent result according to the nature of brand value, many researches are only limited to the relation between the brands and its’consumers. On the basis of summarizing and analyzing the domestic and foreign brands literature, and with the problem exposed to the implementation process of corporate brand strategy, the paper bring forwards the brand theories research perspective should be more on how to co-ordinate multi-brand stakeholders, and insists that the brand value should be enhanced through strengthening the brand relation.Firstly, the paper summarize the domestic and foreign literature related to brand, theories, discusses brand relationships to the creation of brand value; Secondly, with the analysis of the evolution of the brand relation and in conjunction with the relevant principles of ecology, the paper focus on the important significance for brand theories further study based on brand stakeholders perspective; Thirdly, with the hot topic of current brand research—the research of brand relation and relevant sociology principle, focus on the necessity and the possibility and great significance for upgrading the brand valve and promoting the brand development when building the brand relation network; Fourthly, through the review of brand valve theories based on stakeholders perspective, identifying the demand difference between different stakeholders, focusing on the great significance for upgrade brand valve through effective interaction and bringing the framework of the brand valve creation mechanism; Lastly, constructs a secondary brand relation network inside enterprise, and then through the organizational structure optimization, the enterprise can make brand get further development.更多还原