本文選題：IT　切入點(diǎn)：品牌國(guó)際化　出處：《湖南工業(yè)大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： IT作為高科技的代表,其對(duì)傳統(tǒng)產(chǎn)業(yè)的改造能力是毋容置疑的。在各行各業(yè),隨處都可見IT的應(yīng)用。IT融入經(jīng)濟(jì)生活,極大地促進(jìn)了生產(chǎn)力及生產(chǎn)效率的提高,成為國(guó)家經(jīng)濟(jì)增長(zhǎng)的重要推動(dòng)力量。 品牌作為一種獨(dú)有的無形資產(chǎn),已成為企業(yè)競(jìng)爭(zhēng)的核心內(nèi)容和手段,成為贏得顧客忠誠和企業(yè)求得長(zhǎng)期生存與成長(zhǎng)的關(guān)鍵。我國(guó)IT企業(yè)由于品牌的劣勢(shì),在與國(guó)外品牌的競(jìng)爭(zhēng)中處于十分艱難的境地。不僅企業(yè)的贏利能力有較大差距,更重要的是影響了資金的積累速度,進(jìn)而使得再投入不足,與國(guó)外品牌的差距越拉越大。故此本文選取了我國(guó)IT企業(yè)的品牌國(guó)際化戰(zhàn)略進(jìn)行研究。 本文首先從品牌以及品牌國(guó)際化的基本概念入手,介紹了國(guó)內(nèi)外品牌國(guó)際化理論。繼而將目光鎖定在我國(guó)的IT企業(yè),探討了IT企業(yè)品牌國(guó)際化的必要性和可行性。接著重點(diǎn)從生產(chǎn)、競(jìng)爭(zhēng)、創(chuàng)新、人才、品牌推廣以及危機(jī)管理等方面提出我國(guó)IT企業(yè)品牌國(guó)際化的基本思路,即我國(guó)IT企業(yè)應(yīng)該清楚認(rèn)識(shí)自身的核心能力,并有針對(duì)性的進(jìn)行強(qiáng)化;合理選擇競(jìng)爭(zhēng)戰(zhàn)略,盡量避免與跨國(guó)巨頭的正面交鋒;從增加用戶價(jià)值出發(fā),全員參與創(chuàng)新;建立一套高效人才機(jī)制,注重對(duì)于高素質(zhì)人才的引進(jìn)、培養(yǎng)與挽留;全方位地進(jìn)行品牌推廣以及加強(qiáng)品牌危機(jī)管理。最后介紹了我國(guó)IT企業(yè)品牌國(guó)際化的歷程,以華為、聯(lián)想以及明基的品牌國(guó)際化戰(zhàn)略為典型案例進(jìn)行剖析,總結(jié)了取得的經(jīng)驗(yàn)與存在的不足。
[Abstract]:As a representative of high technology, there is no doubt that IT's ability to transform traditional industries. In various industries, IT applications can be seen everywhere in economic life, greatly promoting productivity and productivity. To become an important driving force of national economic growth. As a unique intangible asset, brand has become the core content and means of enterprise competition, and the key to win customer loyalty and the long-term survival and growth of enterprises. In the competition with foreign brands in a very difficult situation. Not only there is a large gap in the profitability of enterprises, more important is to affect the pace of capital accumulation, and then make re-investment insufficient, The gap between Chinese and foreign brands is widening, so this paper chooses the brand internationalization strategy of Chinese IT enterprises to study. This paper begins with the basic concepts of brand and brand internationalization, introduces the theory of brand internationalization at home and abroad, and then focuses on the IT enterprises in our country. This paper discusses the necessity and feasibility of brand internationalization in IT enterprises, and then puts forward the basic ideas of brand internationalization of IT enterprises in China from the aspects of production, competition, innovation, talent, brand promotion and crisis management. That is, our country's IT enterprises should clearly understand their core competence and strengthen it pertinently; choose the competition strategy rationally, try their best to avoid the direct confrontation with the multinational giants, start from increasing the value of users, and participate in innovation. To establish a set of efficient talent mechanism, pay attention to the introduction, cultivation and retention of high-quality talents; promote brand and strengthen brand crisis management in all directions. Finally, introduce the course of brand internationalization of our country's IT enterprises, with Huawei, Lenovo and BenQ's brand internationalization strategy are analyzed as typical cases, and the experience and shortcomings are summarized.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

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