本文選題：山東FYGT公司　切入點(diǎn)：工業(yè)品牌　出處：《山東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：彩鋼板作為一種新型輕鋼建材,21世紀(jì)初進(jìn)入我國后迅速發(fā)展,成為重要的鋼鐵產(chǎn)品。近年來,隨著彩鋼板企業(yè)規(guī)模的擴(kuò)大和數(shù)量的增加,彩鋼板市場產(chǎn)能過剩、產(chǎn)品同質(zhì)化日益嚴(yán)重,企業(yè)之間的競爭愈加激烈,企業(yè)發(fā)展出現(xiàn)了諸多問題。為提高企業(yè)競爭力,促進(jìn)企業(yè)持續(xù)健康發(fā)展,鋼鐵企業(yè)開始注重品牌建設(shè)。然而,由于企業(yè)品牌發(fā)展理念滯后、對品牌不重視、品牌建設(shè)不規(guī)范,影響了品牌建設(shè)效果,企業(yè)競爭力提升不明顯。為應(yīng)對越來越復(fù)雜的市場環(huán)境,鋼鐵企業(yè)必須重視品牌建設(shè)整體規(guī)劃,實(shí)施規(guī)范的品牌建設(shè)策略,提升品牌價(jià)值。彩鋼板屬于工業(yè)產(chǎn)品,其形象生硬、感覺冰冷,主要消費(fèi)對象為其他企業(yè)或機(jī)構(gòu),消費(fèi)更加專業(yè)和理性,與消費(fèi)者產(chǎn)品有很大不同。因產(chǎn)品特點(diǎn)的不同,工業(yè)品牌建設(shè)與消費(fèi)者品牌建設(shè)也存在差異。國內(nèi)外關(guān)于品牌建設(shè)的研究成果較多,但依據(jù)工業(yè)品牌特點(diǎn),對工業(yè)品牌建設(shè)開展的相關(guān)研究卻非常有限。本論文以山東FYGT公司的品牌建設(shè)為研究對象,通過歸納國內(nèi)外工業(yè)品牌和品牌建設(shè)相關(guān)理論、運(yùn)用戰(zhàn)略管理分析工具、結(jié)合企業(yè)實(shí)地調(diào)研展開研究,為山東FYGT公司的品牌建設(shè)進(jìn)行規(guī)劃與實(shí)施。其研究結(jié)論一方面為山東FYGT公司的品牌建設(shè)提出有針對性的措施,提升其品牌建設(shè)的成效;二是豐富工業(yè)品牌建設(shè)的研究,為中小型工業(yè)企業(yè)的品牌建設(shè)提供實(shí)證案例做參考。本論文的研究內(nèi)容分為七部分。第一部分,查閱國內(nèi)外關(guān)于品牌建設(shè)和工業(yè)品牌建設(shè)的文獻(xiàn)資料,歸納品牌建設(shè)、工業(yè)品牌建設(shè)的研究現(xiàn)狀和成果;第二部分,歸納了工業(yè)品牌特點(diǎn)和我國工業(yè)品牌建設(shè)存在的問題,闡述了與工業(yè)品牌建設(shè)相關(guān)的品牌定位理論、品牌傳播理論、品牌維護(hù)理論、戰(zhàn)略管理分析工具等相關(guān)理論基礎(chǔ),為進(jìn)一步的研究提供理論依據(jù);第三部分,通過分析山東FYGT公司品牌發(fā)展現(xiàn)狀,發(fā)現(xiàn)公司品牌發(fā)展存在的問題及原因;第四部分,通過山東FYGT公司品牌建設(shè)環(huán)境SWOT分析,總結(jié)品牌建設(shè)的優(yōu)勢、劣勢、機(jī)遇和威脅;第五部分,對山東FYGT公司品牌建設(shè)重新規(guī)劃,確定戰(zhàn)略目標(biāo)、進(jìn)行方案設(shè)計(jì);第六部分,山東FYGT公司品牌建設(shè)的實(shí)施,優(yōu)化品牌定位策略、整合品牌傳播策略、積極的品牌維護(hù)策略、加強(qiáng)保障措施等方面進(jìn)行品牌建設(shè);第七部分,得出結(jié)論并對工業(yè)品牌建設(shè)研究展望。
[Abstract]:As a new light steel building material, color steel plate has developed rapidly into our country at the beginning of the 21st century and become an important steel product. In recent years, with the expansion of the scale and the increase of the quantity of the colored steel plate enterprise, the market capacity of the colored steel plate market is overcapacity. Product homogenization is becoming more and more serious, competition among enterprises is becoming more and more fierce, and many problems have arisen in the development of enterprises. In order to improve the competitiveness of enterprises and promote the sustainable and healthy development of enterprises, steel enterprises begin to pay attention to brand building. However, Because the enterprise brand development idea lags behind, does not attach importance to the brand, the brand construction is not standardized, has affected the brand construction effect, the enterprise competitiveness promotion is not obvious. Iron and steel enterprises must attach importance to the overall planning of brand building, implement standardized brand building strategies, and promote brand value. The color steel plate belongs to industrial products, its image is stiff, it feels cold, and the main consumers are other enterprises or institutions. Consumption is more professional and rational, and is very different from consumer products. Because of the different characteristics of products, there are also differences between industrial brand construction and consumer brand building. However, according to the characteristics of industrial brand, the related research on industrial brand construction is very limited. This paper takes the brand construction of Shandong FYGT Company as the research object, and summarizes the relevant theories of industrial brand and brand construction at home and abroad. Using the strategic management analysis tool, combining the enterprise field investigation to carry on the research, carries on the plan and the implementation for the Shandong FYGT company's brand construction, its research conclusion on the one hand puts forward the targeted measures for the Shandong FYGT company's brand construction, The second is to enrich the research of industrial brand construction, to provide empirical case for the brand construction of small and medium-sized industrial enterprises. The research content of this paper is divided into seven parts. The first part, Referring to the domestic and foreign literature on brand building and industrial brand building, summarizing the research status and achievements of brand building and industrial brand building. Part two, summarizes the characteristics of industrial brand and the problems existing in the construction of industrial brand in China. The related theories of brand positioning theory, brand communication theory, brand maintenance theory, strategic management analysis tools and so on are expounded in order to provide theoretical basis for further research. By analyzing the current situation of the brand development of Shandong FYGT Company, the author finds out the problems and reasons of the company's brand development, and summarizes the advantages, disadvantages, opportunities and threats of the brand construction through the SWOT analysis of the brand construction environment of Shandong FYGT Company in 4th. In the 5th part, the author replans the brand construction of Shandong FYGT Company, determines the strategic target and designs the scheme. Part 6th, the implementation of the brand construction of Shandong FYGT Company, the optimization of brand positioning strategy, the integration of brand communication strategy, Positive brand maintenance strategy, strengthen safeguard measures and other aspects of brand building; part 7th, draw a conclusion and industrial brand construction research prospects.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F426.31

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