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  本文關鍵詞： 品牌 高科技品牌 電科集團 品牌策略　出處：《復旦大學》2009年碩士論文　論文類型：學位論文

【摘要】： 二十一世紀,商品經濟已經由過去的產品競爭進入到品牌競爭時代�，F(xiàn)今,擁有一個具有競爭力的品牌成為每一個企業(yè)盡相追逐的目標,明確了目標之后,我們的企業(yè)該如何創(chuàng)建品牌,選擇怎樣的品牌策略去迎接挑戰(zhàn),這些都是企業(yè)發(fā)展品牌所面臨的決策問題。 品牌的建設和發(fā)展具有一定的規(guī)律,品牌的概念、品牌定位、品牌延伸、品牌整合、品牌資產、品牌文化等品牌建設的基本理論,以及在此基礎之上的高科技品牌成長機制及品牌資產增長策略的研究理論,為指導企業(yè)的品牌發(fā)展提供了豐富的理論依據(jù)。 上海電器科學研究所(集團)有限公司的前身上海電器科學研究所,有著50多年的發(fā)展歷史,經過研究所轉制成立經濟實體一上海電科集團,參與到市場競爭。作為多專業(yè)技術領域先驅型的企業(yè)集團,在各相關行業(yè)領域形成了一定的知名度和技術權威地位。近過近年的產業(yè)經營形成了一定的產業(yè)規(guī)模,但總體還是相對弱小。 面對國外品牌的日益進入,面對國內品牌的步步緊逼,在國家政策支持高科技企業(yè)發(fā)展以及行業(yè)發(fā)展機會的良好機遇下,對于“如何發(fā)揮企業(yè)自身的高科技品牌優(yōu)勢,擴大產業(yè)發(fā)展規(guī)�！钡陌l(fā)展問題,通過品牌發(fā)展的SWOT分析,電科集團作出了決策即“打造企業(yè)品牌、延伸發(fā)展產業(yè)品牌”的品牌發(fā)展之路,通過實施品牌結構優(yōu)化、品牌定位、品牌整合及品牌延伸等策略,打造企業(yè)品牌,維持企業(yè)“技術領先、行業(yè)先導”的高科技企業(yè)品牌形象,結合產業(yè)發(fā)展現(xiàn)狀和需求,通過品牌延伸建設產業(yè)品牌。 本文尾篇針對各項策略,提出了強化核心品牌(企業(yè)品牌)識別、加速產業(yè)品牌發(fā)展、加強品牌文化建設、改進品牌管理模式、加強品牌保護、擴大品牌宣傳、建立品牌危機管理等品牌策略的實施建議。
[Abstract]:In 21th century, the commodity economy has entered the era of brand competition from the past product competition. Nowadays, having a competitive brand has become the goal that every enterprise pursues. How to create the brand and choose the brand strategy to meet the challenge are all the decision problems that the enterprise faces in the development of the brand. Brand construction and development have certain laws, brand concept, brand positioning, brand extension, brand integration, brand equity, brand culture and other basic theories of brand building, On the basis of this, the research theory of high-tech brand growth mechanism and brand equity growth strategy provides a rich theoretical basis for guiding the brand development of enterprises. The predecessor of Shanghai Electric Science Research Institute (Group) Co., Ltd., Shanghai Electric Science Research Institute, has a history of more than 50 years of development. Through the transformation of the institute, the Shanghai Electric Science Group, an economic entity, was established. Participating in market competition. As a pioneer enterprise group in the field of multi-professional technology, it has formed a certain popularity and technical authority status in various related industries. In recent years, the industrial management has formed a certain industrial scale. But overall is still relatively weak. In the face of the increasing entry of foreign brands and the pressing of domestic brands, under the good opportunity of the national policy to support the development of high-tech enterprises and the opportunities for the development of industries, "how to give full play to the advantages of high-tech brands of enterprises," Through the SWOT analysis of the brand development, the electric science group has made the decision that "build the enterprise brand, extend the development of the industrial brand" brand development road, through the implementation of brand structure optimization, brand positioning, Brand integration and brand extension strategy, to create enterprise brand, to maintain the enterprise "technology leading, industry leading" high-tech enterprise brand image, combined with industrial development status and demand, through brand extension to build industrial brand. In the last part of this paper, we put forward to strengthen the identification of core brand (enterprise brand), accelerate the development of industrial brand, strengthen the construction of brand culture, improve brand management mode, strengthen brand protection, and expand brand propaganda. Establish brand crisis management and other brand strategy implementation suggestions.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F279.26

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1 張銳;張q，

本文編號：1514177