本文關(guān)鍵詞： 民營(yíng)企業(yè) 品牌營(yíng)銷 品牌定位 品牌營(yíng)銷戰(zhàn)略 品牌營(yíng)銷控制　出處：《北京交通大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 本文應(yīng)用策劃學(xué)和品牌營(yíng)銷學(xué)的理論,通過實(shí)證分析與規(guī)范分析和定性分析與定量分析的方法,分析我國(guó)民營(yíng)企業(yè)中主要的兩類企業(yè)即私營(yíng)企業(yè)和股份制企業(yè)的品牌營(yíng)銷問題,采用策劃學(xué)中系統(tǒng)全勝原理就我國(guó)民營(yíng)企業(yè)的品牌定位、品牌營(yíng)銷戰(zhàn)略及品牌營(yíng)銷控制進(jìn)行策劃。然后,結(jié)合國(guó)內(nèi)外兩類行業(yè)中4個(gè)企業(yè)的案例進(jìn)行了實(shí)證分析,提出了民營(yíng)企業(yè)品牌在目前的品牌導(dǎo)入或成長(zhǎng)階段應(yīng)該采取的營(yíng)銷策略。首先,品牌定位應(yīng)遵循選擇競(jìng)爭(zhēng)性的參照系統(tǒng)、確定相同點(diǎn)和差異點(diǎn)、建立類目成員、選擇相同點(diǎn)和差異點(diǎn)的步驟。品牌定位以功能訴求的品牌定位為主,輔以情感訴求的品牌定位,品牌定位就是要尋求差異,不論功能訴求還是情感訴求定位,品牌定位必須保持階段性的一致。其次,品牌營(yíng)銷戰(zhàn)略應(yīng)以產(chǎn)品品牌為主,在實(shí)施產(chǎn)品品牌戰(zhàn)略時(shí),實(shí)行以渠道的設(shè)計(jì)、管理和控制為差異化的戰(zhàn)略。針對(duì)國(guó)外強(qiáng)大的跨國(guó)公司,品牌營(yíng)銷戰(zhàn)略應(yīng)以追隨戰(zhàn)略和補(bǔ)缺戰(zhàn)略為主。第三,建立合理的品牌組織機(jī)構(gòu)是當(dāng)務(wù)之急,組織機(jī)構(gòu)可以采用職能型組織或產(chǎn)品型組織,對(duì)于規(guī)模比較大的企業(yè)像聯(lián)想集團(tuán)可以采用更復(fù)雜公司事業(yè)部組織或子公司組織類型。而關(guān)于品牌延伸,既可以采用產(chǎn)品延伸,又可以采用名稱延伸,具體要根據(jù)企業(yè)所屬的行業(yè)特點(diǎn)和企業(yè)自身的品牌營(yíng)銷戰(zhàn)略而定。
[Abstract]:This paper applies the theories of planning and brand marketing to analyze the brand marketing problems of the two main types of private enterprises in China, namely, private enterprises and joint-stock enterprises, through the methods of empirical analysis and normative analysis and qualitative analysis and quantitative analysis. In this paper, the brand positioning, brand marketing strategy and brand marketing control of private enterprises in China are planned based on the principle of systematic total victory in planning. Then, combining with the cases of four enterprises in two kinds of industries at home and abroad, the paper makes an empirical analysis. This paper puts forward the marketing strategies that should be adopted in the current stage of brand introduction or growth in private enterprises. Firstly, brand positioning should follow a competitive reference system, identify similarities and differences, and establish category members. Choosing the steps of similarities and differences. The brand positioning is based on the brand orientation of the functional appeal, supplemented by the brand positioning of the emotional appeal, the brand positioning is to seek for the difference, whether the functional appeal or the emotional appeal positioning. Second, the brand marketing strategy should focus on the product brand. When implementing the product brand strategy, the channel design should be carried out. Management and control is a differentiated strategy. Brand marketing strategy should focus on following strategy and filling up strategy. Thirdly, it is urgent to establish a reasonable brand organization. Organizations can adopt functional organizations or product-based organizations. For larger enterprises such as Lenovo, they can adopt more complex corporate division organizations or subsidiary organizations. For brand extension, product extensions can be used. Name extension can also be adopted, depending on the industry characteristics of the enterprise and its own brand marketing strategy.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F276.5;F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 白玫,劉宏,胡光宇;中國(guó)民營(yíng)企業(yè)長(zhǎng)不大的瓶頸何在[J];企業(yè)管理;2001年02期

2 郭靜靜;;我國(guó)旅行社品牌營(yíng)銷現(xiàn)狀及對(duì)策分析[J];企業(yè)家天地;2007年01期

3 楊楠;論中國(guó)服裝業(yè)品牌營(yíng)銷存在的問題及策略[J];商場(chǎng)現(xiàn)代化;2005年25期

4 董飛;;對(duì)我國(guó)房地產(chǎn)企業(yè)品牌營(yíng)銷現(xiàn)狀及策略的思考[J];商場(chǎng)現(xiàn)代化;2006年02期

5 周超;廣東樂百氏集團(tuán)有限公司的營(yíng)銷策略[J];商業(yè)經(jīng)濟(jì)與管理;2004年01期

6 和軍,武承安,于永海;民營(yíng)企業(yè)核心競(jìng)爭(zhēng)力問題研究[J];沈陽(yáng)師范大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2004年04期

7 白桂梅;促進(jìn)民營(yíng)經(jīng)濟(jì)發(fā)展的建議[J];中共太原市委黨校學(xué)報(bào);2000年01期

8 李莜;;中國(guó)民營(yíng)企業(yè)品牌戰(zhàn)略[J];現(xiàn)代商貿(mào)工業(yè);2007年07期

9 傅志強(qiáng);;晉江市對(duì)外貿(mào)易中品牌營(yíng)銷的現(xiàn)狀與策略[J];沿海企業(yè)與科技;2007年04期

10 范佳鳳;;民營(yíng)企業(yè)競(jìng)爭(zhēng)力研究現(xiàn)狀評(píng)述[J];中國(guó)民營(yíng)科技與經(jīng)濟(jì);2005年12期

，

本文編號(hào)：1529941