本文選題：鋼鐵品牌　切入點：品牌生態(tài)系統(tǒng)　出處：《鄭州大學》2014年碩士論文

【摘要】：安陽鋼鐵集團(以下簡稱“安鋼”)是河南省第一大鋼鐵企業(yè),在經(jīng)濟危機的背景下,安鋼在2012年嚴重虧損。面對嚴峻的市場形勢,品牌和品牌產(chǎn)品是支撐企業(yè)生存和發(fā)展的關(guān)鍵。安鋼在不斷的發(fā)展壯大的過程中,也已經(jīng)具備了進行品牌建設(shè)的條件。本文利用品牌生態(tài)系統(tǒng)理論、系統(tǒng)動力學理論和標桿法對影響安鋼品牌建設(shè)的關(guān)鍵供應鏈因素進行分析并提出發(fā)展建議。 首先,本文從鋼鐵行業(yè)現(xiàn)在整體的發(fā)展現(xiàn)狀出發(fā),介紹了鋼鐵企業(yè)進行品牌建設(shè)的重要性、目的和意義,進而提出安鋼進行品牌建設(shè)的必要性；其次,以品牌的市場占有率、品牌盈利能力、品牌發(fā)展?jié)摿橹笜?分析了影響品牌建設(shè)的因素；然后利用Vensim軟件建立鋼鐵品牌生態(tài)系統(tǒng)動力學模型,并選擇供應鏈管理子系統(tǒng)為重點研究對象,進行了系統(tǒng)動力學仿真,分析結(jié)果表明,在供應鏈管理因素中,影響品牌建設(shè)的關(guān)鍵要素為原材料價格水平、庫存周轉(zhuǎn)率、分銷商能力和人力資源水平；再次,分析了安鋼品牌發(fā)展的現(xiàn)狀以及企業(yè)的內(nèi)部運作狀況,總結(jié)了安鋼品牌建設(shè)的基礎(chǔ)以及存在的問題；最后,利用標桿法,選擇寶鋼為標桿企業(yè),根據(jù)安鋼現(xiàn)在的發(fā)展水平,結(jié)合與寶鋼之間的發(fā)展差距,從原材料價格、人力資源水平、銷售水平三個方面對安鋼品牌建設(shè)提出建議。
[Abstract]:Anyang Iron and Steel Group (Anyang Iron and Steel Group) is the largest iron and steel enterprise in Henan Province. In the context of the economic crisis, Anyang Iron and Steel Group suffered serious losses in 2012. Brand and brand products are the key to support the survival and development of enterprises. In the process of continuous development and growth, Angang also has the conditions for brand building. The system dynamics theory and benchmarking method are used to analyze the key supply chain factors affecting the brand construction of Angang. First of all, this paper introduces the importance, purpose and significance of brand building in iron and steel enterprises from the present development situation of iron and steel industry, and then puts forward the necessity of brand building at Angang. This paper analyzes the factors that influence brand construction, then establishes the ecosystem dynamics model of iron and steel brand by using Vensim software, and selects the supply chain management subsystem as the key research object. The system dynamics simulation results show that, in the supply chain management factors, the key factors affecting brand building are the price level of raw materials, inventory turnover, reseller ability and human resource level. This paper analyzes the current situation of Angang's brand development and the internal operation of the enterprise, summarizes the foundation and existing problems of Angang's brand construction, and finally, selects Baosteel as the benchmark enterprise by using the benchmarking method, according to the present development level of Angang, Combined with the development gap between Baosteel, this paper puts forward some suggestions on the brand construction of Angang from three aspects: raw material price, human resource level and sales level.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.31;F274

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本文編號：1657618