本文選題：內(nèi)部風(fēng)險(xiǎn)　切入點(diǎn)：品牌整合　出處：《上海交通大學(xué)》2009年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 縱觀現(xiàn)代商業(yè)發(fā)展,企業(yè)賴以生存和發(fā)展的核心競(jìng)爭(zhēng)力最初集中于產(chǎn)品制造能力,最終則表現(xiàn)為對(duì)企業(yè)品牌的整合與運(yùn)營(yíng)能力。越來(lái)越多的企業(yè)都已開(kāi)始對(duì)品牌進(jìn)行整合以協(xié)調(diào)企業(yè)主品牌成員之間的關(guān)系,進(jìn)一步擴(kuò)大品牌的影響力并提高品牌的強(qiáng)勢(shì)地位。但是企業(yè)在制定和實(shí)施品牌整合策略時(shí),除了需要面臨復(fù)雜動(dòng)蕩的外部環(huán)境,更會(huì)受到企業(yè)內(nèi)部的各種不確定因素影響從而產(chǎn)生內(nèi)部風(fēng)險(xiǎn),這往往成為企業(yè)無(wú)法有效實(shí)現(xiàn)品牌整合策略的預(yù)期目標(biāo)的主要障礙之一。在理論界,在理論界,對(duì)品牌整合策略實(shí)施過(guò)程中所面臨的風(fēng)險(xiǎn)研究也正受到越來(lái)越多的關(guān)注。因此如何有效地識(shí)別評(píng)估品牌整合所會(huì)面臨的內(nèi)部風(fēng)險(xiǎn),從而幫助企業(yè)了解品牌整合的風(fēng)險(xiǎn)以有效的進(jìn)行風(fēng)險(xiǎn)管理是具有重要的理論和現(xiàn)實(shí)意義的。 本文在文獻(xiàn)研究的基礎(chǔ)上,借鑒戰(zhàn)略風(fēng)險(xiǎn)管理的思想,并結(jié)合戰(zhàn)略地圖的分析結(jié)構(gòu),從策略制定、執(zhí)行能力和品牌資源三個(gè)方面對(duì)影響品牌整合內(nèi)部風(fēng)險(xiǎn)的關(guān)鍵因素進(jìn)行分析,在策略執(zhí)行方面關(guān)鍵影響因素是品牌定位和企業(yè)戰(zhàn)略的一致性,品牌價(jià)值的評(píng)估和品牌架構(gòu)的評(píng)價(jià)三個(gè)關(guān)鍵因素;在執(zhí)行力方面,根據(jù)戰(zhàn)略執(zhí)行力的研究結(jié)果分析得出對(duì)品牌整合的共識(shí)、協(xié)同和控制三個(gè)關(guān)鍵因素;在品牌資源方面,則有組織運(yùn)營(yíng)資源、產(chǎn)品供應(yīng)資源、市場(chǎng)營(yíng)銷(xiāo)資源、和形象傳播資源四個(gè)因素。找出關(guān)鍵影響因素之后,本文利用德?tīng)柗品ê蛯哟畏治龇ń?nèi)部風(fēng)險(xiǎn)評(píng)價(jià)指標(biāo)體系和層次結(jié)構(gòu),同時(shí)引入信息熵理論和熵權(quán)以規(guī)避人為主觀因素的影響,計(jì)算出比層次分析法更為客觀的品牌整合內(nèi)部風(fēng)險(xiǎn)評(píng)價(jià)指標(biāo)的權(quán)重。然后引入模糊數(shù)學(xué),構(gòu)建出品牌整合內(nèi)部風(fēng)險(xiǎn)的模糊綜合評(píng)價(jià)模型。最后選取上汽集團(tuán)并購(gòu)南京汽車(chē)集團(tuán)這一事件為實(shí)證對(duì)象,應(yīng)用前面建立的評(píng)價(jià)模型,對(duì)上汽集團(tuán)并購(gòu)南京汽車(chē)集團(tuán)后,進(jìn)行品牌整合時(shí)所面臨的內(nèi)部風(fēng)險(xiǎn)進(jìn)行評(píng)價(jià)和分析。 本文的研究不僅可以豐富品牌整合風(fēng)險(xiǎn)評(píng)價(jià)研究領(lǐng)域的內(nèi)容,而且可以為幫助企業(yè)提高品牌整合風(fēng)險(xiǎn)管理水平,為企業(yè)規(guī)避風(fēng)險(xiǎn)提供科學(xué)有效的依據(jù),幫助企業(yè)完善品牌整合效果,增強(qiáng)企業(yè)品牌的競(jìng)爭(zhēng)實(shí)力。
[Abstract]:Throughout modern commercial development, the core competitiveness on which enterprises rely for survival and development is initially focused on product manufacturing capabilities. More and more enterprises have begun to integrate the brand to coordinate the relationship between the members of the enterprise brand. To further expand the brand's influence and enhance the brand's strong position. However, in formulating and implementing the brand integration strategy, enterprises need to face a complex and volatile external environment, It is also affected by various uncertainties within the enterprise, which often becomes one of the main obstacles for enterprises to effectively achieve the expected goal of brand integration strategy. More and more attention has been paid to the risk research in the implementation of brand integration strategy. Therefore, how to effectively identify and evaluate the internal risks of brand integration, Therefore, it is of great theoretical and practical significance to help enterprises understand the risks of brand integration and effectively carry out risk management. On the basis of literature research, this paper draws lessons from the idea of strategic risk management, and combines the analysis structure of strategic map, from the strategy formulation, The key factors affecting the internal risk of brand integration are analyzed from the aspects of executive ability and brand resources. The key factors in the implementation of strategy are the consistency of brand positioning and enterprise strategy. The evaluation of brand value and the evaluation of brand structure are three key factors; in the aspect of executive power, according to the analysis of the research results of strategic execution, the consensus on brand integration, coordination and control of three key factors are obtained; in the aspect of brand resources, There are four factors: organizational operating resources, product supply resources, marketing resources, and image dissemination resources. In this paper, the Delphi method and the Analytic hierarchy process are used to establish the internal risk evaluation index system and hierarchy structure. At the same time, the information entropy theory and entropy weight are introduced to avoid the influence of human subjective factors. The weight of the internal risk evaluation index of brand integration is calculated, which is more objective than the Analytic hierarchy process (AHP). Then fuzzy mathematics is introduced. This paper constructs a fuzzy comprehensive evaluation model of the internal risk of brand integration. Finally, this paper selects the incident of SAIC Group merger and acquisition of Nanjing Automobile Group as the empirical object, and applies the evaluation model established previously, after SAIC Group M & A Nanjing Automotive Group, The internal risk of brand integration is evaluated and analyzed. The research in this paper can not only enrich the research field of brand integration risk evaluation, but also can help enterprises improve the level of brand integration risk management, and provide scientific and effective basis for enterprises to avoid risks. Help enterprises to improve brand integration effect, enhance the competitive strength of enterprise brands.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F273.2

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