本文關(guān)鍵詞： 品牌 品牌價(jià)值 品牌生命周期 品牌老化 品牌活化　出處：《蘭州商學(xué)院》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 產(chǎn)品生命周期概念己被廣泛接受,所謂產(chǎn)品生命周期是指產(chǎn)品從投放市場直至被淘汰退出市場的全過程,包括導(dǎo)入期、成長期、成熟期和衰退期四個(gè)階段。品牌與產(chǎn)品關(guān)系密切,那么品牌的發(fā)展是否也會(huì)受到生命周期的約束呢?是否所有的品牌最后都難逃老化直至走向衰落的厄運(yùn)?這些問題成為品牌經(jīng)營者和品牌管理者關(guān)心的焦點(diǎn)。菲利普?科特勒說:“品牌生命周期是一個(gè)由營銷活動(dòng)來決定的因變量,而不是一個(gè)要公司的營銷方案適應(yīng)它的自變量”。換句話說:“品牌生命周期是被選定的營銷戰(zhàn)略的結(jié)果,而不是獨(dú)立于被選定的營銷戰(zhàn)略的一種必然的銷售歷史”。這說明品牌生命周期的形態(tài)更為復(fù)雜,其彈性相當(dāng)大,市場壽命或長或短:品牌管理得當(dāng),品牌可以超越產(chǎn)品生命周期,保持青春,延續(xù)生命;品牌管理不當(dāng),品牌可能還未經(jīng)歷完產(chǎn)品生命周期就面臨老化或黯然退出市場。 品牌隨著時(shí)間的流逝會(huì)老化,從而使品牌缺乏持久性、持續(xù)性,在世界市場上不具長期穩(wěn)定的發(fā)展,這是目前中國品牌管理方面比較突出的問題。中國品牌需要探索實(shí)現(xiàn)品牌常青、保住國內(nèi)市場、發(fā)展國際市場之路�；谶@一現(xiàn)實(shí)狀況,本文在傳統(tǒng)品牌管理理論和生命周期理論的基礎(chǔ)上,對(duì)企業(yè)的品牌老化進(jìn)行了全面系統(tǒng)的研究,在分析品牌老化原因的基礎(chǔ)上,力圖建立一套在品牌管理中行之有效的“識(shí)、辨、糾、防”的品牌活化管理系統(tǒng),從而保證企業(yè)品牌健康、持續(xù)、長久的生存和發(fā)展。 本論文試圖通過對(duì)品牌活化管理的研究,探尋品牌“長壽”的秘訣。主要解決的問題有以下幾點(diǎn):(1)我國品牌生命周期短,品牌老化原因的分析;(2)如何對(duì)品牌老化進(jìn)行評(píng)測;(3)在對(duì)品牌評(píng)測的基礎(chǔ)上,在品牌生命周期各階段如何進(jìn)行活化管理才能使品牌保持活力。本文進(jìn)一步完善了品牌管理理論,并對(duì)我國企業(yè)在創(chuàng)建品牌、經(jīng)營品牌、維護(hù)和提升品牌的過程起到一定的啟發(fā)和借鑒作用。
[Abstract]:The concept of product life cycle has been widely accepted. The so-called product life cycle refers to the whole process of product from the market to be eliminated from the market, including the introduction period, growth period. There are four stages of maturity and decline. The brand is closely related to the product, so will the development of the brand be constrained by the life cycle? Is it that all brands end up ageing and falling? These issues have become the focus of attention of brand operators and brand managers. "the brand life cycle is a dependent variable determined by marketing activities," Kotler said. Rather than a company's marketing program adapted to its own variables, "in other words," the brand life cycle is the result of the selected marketing strategy. It is not an inevitable history of sales independent of the selected marketing strategy ". This shows that the form of the brand life cycle is more complex, with considerable flexibility, long or short market life: proper brand management. Brand can transcend the product life cycle, maintain youth, and continue life; If the brand is not managed properly, the brand may be facing aging or withdrawing from the market before it has finished its product life cycle. With the passage of time, the brand will aging, which makes the brand lack of durability, sustainability, and there is no long-term stable development in the world market. This is a prominent problem in China's brand management at present. Chinese brands need to explore the realization of brand evergreen, keep the domestic market, and develop the road of international market. Based on this reality. Based on the traditional brand management theory and life cycle theory, this paper makes a comprehensive and systematic study on the brand aging of enterprises, and analyzes the causes of brand aging. This paper tries to establish an effective brand activation management system which is effective in brand management, so as to ensure the healthy, sustainable and long-term survival and development of the enterprise brand. This paper attempts to explore the secret of brand longevity through the research of brand activation management. The main problems are as follows: 1) the short life cycle of Chinese brands and the analysis of the causes of brand aging; 2) how to evaluate brand aging; 3) on the basis of brand evaluation, how to carry out active management in each stage of brand life cycle to keep the brand alive. This paper further consummates the theory of brand management, and establishes the brand for Chinese enterprises. Brand management, maintenance and promotion of the process of brand play a certain role in inspiration and reference.
【學(xué)位授予單位】：蘭州商學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 金苗;旅客運(yùn)輸產(chǎn)品設(shè)計(jì)的理論與方法研究[D];長安大學(xué);2010年

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本文編號(hào)：1472701