本文關(guān)鍵詞： 品牌 CIS 中小企業(yè) 應(yīng)用　出處：《西南財經(jīng)大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 在當(dāng)今經(jīng)濟(jì)危機(jī)的大潮中,歐美各行業(yè)各大品牌或艱難支撐、或轉(zhuǎn)讓兼并,各大品牌都在尋求適合自己的、穩(wěn)健的、科學(xué)的品牌支撐及發(fā)展理論和方法。而發(fā)展中的CIS策劃理論,對企業(yè)品牌的建立與管理提供了一個可運(yùn)用的、行之有效的系統(tǒng)理論與方法,把品牌建立與管理的思路從錯綜復(fù)雜的環(huán)境而產(chǎn)生的混沌思維提升到脈絡(luò)清晰、易于實施、目標(biāo)明確的軌道上來。它通過環(huán)境分析、戰(zhàn)略定位、營銷策略分析、標(biāo)準(zhǔn)的全方位統(tǒng)一展現(xiàn)等方法,在最大限度考慮了公司各種限制條件情況下,為公司的品牌戰(zhàn)略作出相對準(zhǔn)確的重新戰(zhàn)略定位、架構(gòu)及流程改造,以及相應(yīng)的戰(zhàn)術(shù)支撐,建立制度保障體系。CIS雖不是品牌建設(shè)與管理的全部方法和思維,但它運(yùn)用系統(tǒng)的策略,成為企業(yè)品牌建設(shè)重要的參考理論之一。 中小企業(yè)從數(shù)量和質(zhì)量上在世界各個國家社會、經(jīng)濟(jì)中占據(jù)著舉足輕重的地位,但CIS理論針對中小企業(yè)品牌建設(shè)中的運(yùn)用及理論研究相對較少。這成為限制CIS發(fā)揮更大市場作用瓶頸之一,也對CIS本身的推廣帶來了制約作用。本論文試圖就CIS征對中小企業(yè)如何更具適用性和與之匹配的理論進(jìn)行分析和總結(jié)。分析在不同行業(yè)、不同規(guī)模的中小企業(yè)如何運(yùn)用CIS策略提升品牌影響力,以及需要達(dá)到何種深度。通過對A公司案例的CIS運(yùn)用分析研究,得出CIS在中小企業(yè)品牌建設(shè)運(yùn)用中如何適應(yīng)時效性強(qiáng)、量化結(jié)果要求高、短缺的資金流、人力資源不足、執(zhí)行力較差等問題,并找到相對應(yīng)解決辦法。對CIS理論除了原來的MI、VI、BI三大體系外,再加上適合中小企業(yè)的II(Information indentity)即信息識別系統(tǒng),以適應(yīng)當(dāng)前信息化時代的要求,為中小企業(yè)建立一套完善的CIS系統(tǒng)。當(dāng)然,論文更多的從成熟的三大體系做側(cè)重研究。通過對中小企業(yè)經(jīng)營環(huán)境、內(nèi)部架構(gòu)、人力資源、營銷模式、財務(wù)管理模式等特點進(jìn)行剖析,嘗試運(yùn)用戰(zhàn)略管理學(xué)、組織行為學(xué)、心理學(xué)、營銷學(xué)、統(tǒng)計學(xué)、財務(wù)管理學(xué)、博弈論等學(xué)科的理論和方法來分析、支撐CIS運(yùn)營。以提出更適合中小企業(yè)品牌建設(shè)的CIS運(yùn)行機(jī)制。 本論文首先從品牌、CIS理論闡述入手,以分析掌握兩者的核心價值所在,其包含要素,方法的運(yùn)用。然后分析兩者結(jié)合點及相互之間互動關(guān)系,以達(dá)到水乳相溶的目的。其次通過對中小企業(yè)特點分析,理清不同企業(yè)對CIS運(yùn)用深度和廣度的要求。接著通過A企業(yè)案例分析研究,得出A企業(yè)品牌建設(shè)中運(yùn)用CIS成功與需要改進(jìn)之處。最后通過找到影響中小企業(yè)品牌建設(shè)核心問題,提煉出適應(yīng)中小企業(yè)品牌建設(shè)的CIS理論系統(tǒng)。
[Abstract]:In the current economic crisis, the major brands in Europe and the United States or difficult to support, or transfer mergers, each major brand is looking for their own, sound. Scientific brand support and development theory and methods, and the developing CIS planning theory, the establishment and management of the enterprise brand to provide a useful, effective system theory and method. The idea of brand establishment and management from the complex environment generated by chaotic thinking to a clear context, easy to implement, clear target track. It through environmental analysis, strategic positioning, marketing strategy analysis. Standard omni-directional unified presentation methods, in the maximum consideration of the company's various constraints, for the company's brand strategy to make a relatively accurate re-strategic positioning, structure and process transformation. As well as the corresponding tactical support, the establishment of system guarantee system .CIS is not all the methods and thinking of brand construction and management, but it has become one of the important reference theories of enterprise brand building by using systematic strategy. Small and medium-sized enterprises play an important role in the society and economy of every country in the world in terms of quantity and quality. However, the application and theoretical research of CIS theory in the brand construction of small and medium-sized enterprises is relatively few, which has become one of the bottlenecks of restricting CIS to play a greater role in the market. This paper attempts to analyze and summarize the theory of how CIS is more applicable to SMEs and how to match it. Small and medium-sized enterprises of different sizes how to use CIS strategy to enhance brand influence, and what depth need to be reached. Through the case of A company CIS application analysis. Get CIS in the use of small and medium-sized enterprises brand construction how to adapt to the effectiveness of high quantitative results demand, shortage of capital flow, inadequate human resources, poor execution and so on. And find the corresponding solution. The CIS theory in addition to the original MIVII-BI three systems. In addition, the II(Information identity system, which is suitable for small and medium-sized enterprises, is the information identification system to meet the requirements of the current information age. Establish a set of perfect CIS system for small and medium-sized enterprises. Of course, the thesis more from the mature three systems to focus on research. Through the SME business environment, internal structure, human resources, marketing model. This paper analyzes the characteristics of financial management model and tries to use the theories and methods of strategic management, organizational behavior, psychology, marketing, statistics, financial management, game theory and so on. To support the operation of CIS. To put forward a more suitable CIS operating mechanism for brand building of small and medium-sized enterprises. This paper begins with the theory of brand CIS in order to analyze and grasp the core value of the two, including the elements and the application of methods, and then analyze the combination of the two and the interaction between them. In order to achieve the purpose of water and milk dissolution. Secondly through the characteristics of small and medium-sized enterprises to clarify the requirements of different enterprises to the depth and breadth of CIS application. Then through the case study of enterprise A. Finally, through finding out the core problems that affect the brand construction of small and medium-sized enterprises, the author abstracts the CIS theory system which adapts to the brand construction of small and medium-sized enterprises.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F276.3;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 康立中;欠發(fā)達(dá)地區(qū)房地產(chǎn)企業(yè)品牌建設(shè)研究[D];蘭州大學(xué);2011年

2 方國建;中鐵二局企業(yè)文化研究[D];西南交通大學(xué);2012年

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本文編號：1453876