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  本文關(guān)鍵詞： 中小企業(yè) 品牌 自主創(chuàng)新 品牌資產(chǎn) 資產(chǎn)管理　出處：《廣東工業(yè)大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 經(jīng)濟(jì)的全球化及科學(xué)技術(shù)的日益發(fā)展,產(chǎn)品同質(zhì)化越來越嚴(yán)重,企業(yè)間的競爭已不再是單純的產(chǎn)品競爭,而是品牌的競爭。品牌資產(chǎn)的重要性日漸為企業(yè)所認(rèn)同,諸項以消費(fèi)者為主導(dǎo)的品牌資產(chǎn)經(jīng)營管理,成為企業(yè)競爭制勝的重要品牌管理手段。 本研究通過品牌資產(chǎn)理論分析,以及對廣東中小企業(yè)品牌資產(chǎn)管理實踐的調(diào)研,研究廣東中小企業(yè)品牌資產(chǎn)管理問題,為廣東中小企業(yè)的品牌資產(chǎn)管理實踐提供參考。研究過程和內(nèi)容如下: 本文開篇系統(tǒng)地回顧國內(nèi)外品牌資產(chǎn)管理的相關(guān)研究成果,從而確定本文的研究對象和框架。設(shè)計問卷以抽樣方式,在廣東省范圍內(nèi)對中小企業(yè)進(jìn)行調(diào)研,剖析廣東中小企業(yè)品牌資產(chǎn)管理現(xiàn)狀,尖銳地指出中小企業(yè)品牌管理中存在的問題:經(jīng)營理念上缺乏“品牌資產(chǎn)化”意識、忽視品牌資產(chǎn)建設(shè)等;在具體運(yùn)營上存在品牌資產(chǎn)經(jīng)營缺乏長遠(yuǎn)和整體規(guī)劃、品牌市場定位不清、盲目品牌延伸等問題。 論文針對中小企業(yè)的特征和上述存在問題,分別從三個方面論述廣東中小企業(yè)品牌資產(chǎn)管理的策略建議。首先從流程和關(guān)系管理等方面闡述品牌創(chuàng)建和積累的途徑和方法;進(jìn)而從法律、自身創(chuàng)新和危機(jī)管理方面,提出品牌資產(chǎn)維護(hù)的策略;最后基于品牌資產(chǎn)構(gòu)成要素和品牌延伸闡明品牌資產(chǎn)提升的具體建議,呼吁中小企業(yè)重視品牌資產(chǎn)運(yùn)營。
[Abstract]:With the globalization of economy and the development of science and technology, the product homogeneity is becoming more and more serious. The competition among enterprises is no longer a pure product competition, but a brand competition. The management of brand assets, which is dominated by consumers, has become an important means of brand management for enterprises to win the competition. Through the theoretical analysis of brand equity and the investigation of brand equity management practice in Guangdong small and medium-sized enterprises, this study studies the brand equity management of small and medium-sized enterprises in Guangdong. To provide reference for the brand equity management practice of Guangdong small and medium-sized enterprises. The research process and content are as follows:. At the beginning of this paper, we systematically review the related research results of brand asset management at home and abroad, so as to determine the research object and framework of this paper, and design a questionnaire to investigate small and medium-sized enterprises in Guangdong province by sampling. This paper analyzes the current situation of brand equity management of small and medium-sized enterprises in Guangdong Province, and points out the problems in brand management of small and medium-sized enterprises: the lack of consciousness of "brand equity" in management concept, the neglect of brand equity construction and so on; There are some problems in the concrete operation, such as the lack of long term and overall plan for the management of brand assets, the unclear positioning of brand market, the blind brand extension and so on. Aiming at the characteristics of small and medium-sized enterprises and the problems mentioned above, the paper discusses the strategic suggestions of brand equity management of Guangdong small and medium-sized enterprises from three aspects. Firstly, it expounds the ways and methods of brand creation and accumulation from the aspects of process and relationship management. Then, from the aspects of law, innovation and crisis management, this paper puts forward the strategy of brand equity maintenance. Finally, based on the elements of brand equity and brand extension, it clarifies the specific suggestions of brand equity promotion, and calls on small and medium-sized enterprises to pay attention to brand equity operation.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 于樹青;基于生態(tài)位理論的城鎮(zhèn)品牌價值鏈構(gòu)建研究[D];中國海洋大學(xué);2012年

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本文編號：1526938