發(fā)布時間：2018-02-01 20:33

  本文關(guān)鍵詞： 中國市場 品牌 品牌資產(chǎn)價值 品牌競爭力 顧客滿意　出處：《上海交通大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 化工企業(yè)歷來都是中國工業(yè)行業(yè)中的支柱產(chǎn)業(yè)和基礎(chǔ)產(chǎn)業(yè),其產(chǎn)品及衍生服務(wù)的拓展和營銷對中國工業(yè)的自身發(fā)展和產(chǎn)業(yè)鏈的提升有著重要的貢獻(xiàn)作用。據(jù)德國《化工簡訊》報(bào)道:中國已成為世界上化工第二大國,2006年年?duì)I業(yè)額為2050億美元,僅次于美國。預(yù)測2006-2016年間,中國化工行業(yè)將繼續(xù)保持年平均增長率16%左右。 自中國入世以來,我國已經(jīng)開始全面進(jìn)入品牌競爭時代。同時有關(guān)品牌競爭的研究不僅成為市場營銷學(xué)的重要課題,并逐漸發(fā)展成為焦點(diǎn)和核心問題。雖然中國化工企業(yè)已逐步加強(qiáng)對品牌競爭力的研究,由于起步較晚,加上化工產(chǎn)品的基礎(chǔ)性和特殊性以及掌握控制市場能力的欠缺,導(dǎo)致在品牌競爭方面并沒有取得既定效益。目前以DOW Chemical等為代表的國際跨國化工企業(yè)逐步加大進(jìn)入中國市場的步伐,并占據(jù)中國化工市場半壁江山。因此了解這些跨國化工企業(yè)品牌競爭力的經(jīng)營法則和培育機(jī)制,有助于提高國內(nèi)本土化工企業(yè)品牌競爭力水平。 本文正是從以上角度,在對品牌及品牌競爭力的內(nèi)涵、特征、功能等相關(guān)理論基礎(chǔ)上,著眼于對陶氏化學(xué)在中國市場品牌競爭力的分析研究,著重從技術(shù)創(chuàng)新、文化培育、品牌整合及供應(yīng)鏈管理角度來剖析其品牌競爭力的來源、評價系統(tǒng)和培育機(jī)制,從而提出適合和提升中國化工行業(yè)品牌競爭力的新策略,探討其對中國化工企業(yè)所帶來的思考和借鑒意義。
[Abstract]:Chemical enterprises have always been the pillar industry and basic industry in China's industrial industry. The expansion and marketing of its products and derivative services play an important role in the development of Chinese industry and the promotion of industrial chain. According to the German Chemical Industry Bulletin, China has become the second largest country in chemical industry in the world. In 2006, annual turnover was $205 billion, second only to the United States. China's chemical industry is forecast to continue to grow at an average annual rate of about 16% between 2006 and 2016. Since China's entry into WTO, China has entered the era of brand competition, and the research on brand competition has not only become an important subject of marketing. And gradually developed into the focus and core issues. Although Chinese chemical enterprises have gradually strengthened the study of brand competitiveness, due to the late start. In addition, the foundation and particularity of chemical products and the lack of the ability to control the market. As a result, there is no established benefit in brand competition. At present, international multinational chemical enterprises, such as DOW Chemical, are gradually increasing the pace of entering the Chinese market. Therefore, understanding the management rules and cultivation mechanism of these multinational chemical enterprises' brand competitiveness will help to improve the level of brand competitiveness of domestic chemical enterprises. This article is from the above angle, on the brand and brand competitiveness of the connotation, characteristics, functions and other related theories, focusing on Dow Chemical in the Chinese market brand competitiveness analysis and research. Focus on technological innovation, cultural cultivation, brand integration and supply chain management to analyze the source of its brand competitiveness, evaluation system and cultivation mechanism. This paper puts forward a new strategy to promote the brand competitiveness of China's chemical industry, and probes into its thinking and reference significance for Chinese chemical enterprises.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.7

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本文編號：1482811