本文關(guān)鍵詞：基于利益相關(guān)者價值需求的福建特檢品牌策略研究　出處：《福州大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來，隨著我國特種設(shè)備數(shù)量的快速增加，我國的特種設(shè)備檢驗(yàn)機(jī)構(gòu)通過機(jī)構(gòu)合并重組、機(jī)制創(chuàng)新等使特種設(shè)備檢驗(yàn)機(jī)構(gòu)快速發(fā)展并壯大。作為創(chuàng)新的領(lǐng)先者，福建特檢在檢驗(yàn)機(jī)構(gòu)規(guī)�；I(yè)化、社會化發(fā)展的路上率先進(jìn)行了持續(xù)的管理創(chuàng)新、機(jī)制創(chuàng)新和業(yè)務(wù)創(chuàng)新，現(xiàn)已躋身全國特檢四強(qiáng)。然而，即使是國內(nèi)最大的特種設(shè)備檢驗(yàn)機(jī)構(gòu)與世界知名檢驗(yàn)機(jī)構(gòu)相比仍存在著很大的差距。隨著WTO的推進(jìn),我國的檢驗(yàn)檢疫市場必將迎來越來越激烈的市場化、國際化競爭。而品牌策略無疑應(yīng)該是解決問題的核心和焦點(diǎn)，品牌是檢驗(yàn)機(jī)構(gòu)形象和聲譽(yù)的標(biāo)志，，是贏得市場競爭力的保證。福建特檢應(yīng)把握先行優(yōu)勢，用品牌影響力拓展業(yè)務(wù)領(lǐng)域和經(jīng)營區(qū)域。一個品牌之所以有價值是因?yàn)檫@個品牌對其利益相關(guān)者有價值。目前，從顧客角度進(jìn)行品牌策略的研究較多，但越來越多的研究和實(shí)踐表明，隨著信息網(wǎng)絡(luò)化及商業(yè)競爭的加劇，顧客只是企業(yè)的重要和關(guān)鍵利益相關(guān)者，卻不是唯一利益相關(guān)者，利益相關(guān)者的需求是影響企業(yè)品牌決策的根本原因，因此，從利益相關(guān)者價值需求的角度研究品牌策略將會更加具有實(shí)用性。而管理情境的變化會導(dǎo)致企業(yè)有不同的利益相關(guān)者或者利益相關(guān)者的屬性變化，從而產(chǎn)生不同的價值需求�，F(xiàn)代營銷的發(fā)展已經(jīng)證明價值的內(nèi)涵已逐漸融入更多的主觀性，這就為管理者找到提升利益相關(guān)者感知價值的途徑。此外，價值是基本價值元素的組合，不同的價值元素組合會反映出不同的價值需求，而不同的利益相關(guān)者可能存在著不同的價值需求，資源的有限性使企業(yè)不可能滿足所有的利益相關(guān)者的所有需求，因此，管理者需根據(jù)具體的管理情境，盡可能滿足利益相關(guān)者的價值需求，從而最大幅度地提升企業(yè)的品牌價值，并以此為理念制定科學(xué)的品牌管理策略。故本研究從研究利益相關(guān)者及其價值需求的角度出發(fā)，借助前人已有的研究思想和相關(guān)理論，從分析福建特檢的生存及發(fā)展環(huán)境入手，通過對利益相關(guān)者理論、價值需求理論、品牌及品牌策略理論的梳理，采用德爾菲法、實(shí)證設(shè)計(jì)、統(tǒng)計(jì)調(diào)查問卷等方式，研究確定福建特檢的主要利益相關(guān)者，通過考察他們對福建特檢品牌的價值需求，給出福建特檢的品牌策略。 本文的創(chuàng)新點(diǎn)在于：對特種設(shè)備檢驗(yàn)機(jī)構(gòu)在全球經(jīng)濟(jì)下的發(fā)展，提出可行的發(fā)展方向--走品牌建設(shè)之路；從滿足主要利益相關(guān)者價值需求角度出發(fā)進(jìn)行研究，對特種設(shè)備檢測機(jī)構(gòu)進(jìn)行實(shí)證品牌建設(shè)研究。
[Abstract]:In recent years, with the rapid increase in the number of China special equipment, special equipment inspection agency in our country through the merger and reorganization mechanism, mechanism innovation and so the special equipment inspection agency rapid development and growth. As a leader in innovation, Fujian special inspection inspection agency in scale, specialization, socialization of the first development road the management innovation, mechanism innovation and business innovation, has become the national special inspection semi-finals. However, even if is the largest special equipment inspection agency compared with the world famous inspection agency still has a large gap. With the advance of WTO, China's inspection and quarantine market will usher in the market, more and more fierce international competition and brand strategy should be is the key to solve the problem, the brand is a symbol of the image and reputation of the inspection agency, is the guarantee to win the market competitiveness. The Fujian special inspection Hold the first advantage to expand its business and management areas with the brand influence. A brand is valuable because the brand value for its stakeholders. At present, many researches of brand strategy from the angle of the customer, but more and more research and practice show that, along with the information network and business competition, customer business is the important and key stakeholders are not only stakeholders, stakeholder needs is the fundamental reason for the influence of corporate brand decision-making therefore, from the perspective of stakeholders demand value research on brand strategy will be more practical. To change the situation of management will lead to business property interests different people or stakeholders, resulting in different value demand. The development of modern marketing has proved the value of the content has been gradually integrated into the more subjective , which will help managers find enhance the stakeholder approach of perceived value. In addition, the value is a combination of the basic value elements and value of different combinations of the elements can reflect the value of the different needs of different stakeholders, and there may be a different value demand, all demand, limited resources of the enterprise it is impossible to satisfy all stakeholders. Therefore, management should according to the specific management situation, as far as possible to meet the value demands of stakeholders, so as to enhance the brand value of enterprises greatly, and as a brand management concept of the development of science. Therefore, from the research of stakeholders and value demand point starting with research ideas and theories of predecessors, starting from the survival and development environment analysis of Fujian special inspection, based on the stakeholder theory, value theory of brand and product demand. Brand strategy theory is sorted out. Delphi method, empirical design and statistical questionnaire are used to identify the main stakeholders of Fujian special inspection. Through investigating their value demand for Fujian special inspection brand, the brand strategy of Fujian special inspection is given.
The innovation of this paper is: the special equipment inspection agency development in the global economy, put forward the feasible development direction, follow the road of brand development; from the perspective of value to meet the needs of the main stakeholders of the empirical research on the brand construction of special equipment inspection agency.

【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F273.2;F203

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