本文選題：品牌　切入點：企業(yè)品牌建設　出處：《上海社會科學院》2009年碩士論文　論文類型：學位論文

【摘要】： 本文通過對國內外品牌理論研究的總結,發(fā)現(xiàn)在關于企業(yè)品牌建設的戰(zhàn)略體系的理論構想、政策體系等方面的問題沒有得到系統(tǒng)、全面、深入的研究。為此,本文在回顧品牌建設實踐歷史的基礎上,提出了將品牌理論的內容與品牌實踐所采用的戰(zhàn)略進行一一對應的品牌建設戰(zhàn)略體系,并以此為理論依據,從中國品牌的現(xiàn)狀出發(fā),對中國企業(yè)品牌建設中存在的問題進行了梳理,對中國移動“動感地帶”品牌進行了案例分析,并在此基礎上,從企業(yè)、政府、消費者和媒體等不同角度,對中國企業(yè)品牌建設提出了較為全面并具有可操作性的政策建議。 本文首先對國內外的品牌理論進行了文獻綜述,發(fā)現(xiàn)國內理論研究少有學者提出完整的品牌建設戰(zhàn)略體系,在對國內外品牌建設實踐進行歷史回顧的基礎上,作者提出對品牌建設戰(zhàn)略體系的構想,并以此作為后文的理論依據。接著本文結合中國品牌的現(xiàn)狀,著重分析了中國企業(yè)在品牌建中設存在的問題,將問題歸納為以下幾個方面:中國品牌發(fā)展初期遺留問題,包括品牌合資和貼牌生產;中國企業(yè)品牌建設現(xiàn)階段存在的突出問題,包括產品質量不過關導致的品牌只有知名度而沒有美譽度、品牌個性缺乏人性化導致的品牌忠誠度不高、品牌老化迅速導致的品牌知名度下降,以及企業(yè)在實施品牌定位、品牌形象、品牌延伸、品牌危機管理等品牌戰(zhàn)略時出現(xiàn)的失誤。然后本文以中國移動“動感地帶”品牌為例,分析了中國移動在品牌定位、品牌營銷(特別是在實施品牌聯(lián)合戰(zhàn)略)方面的出色表現(xiàn),并得出對中國其他企業(yè)品牌建設的啟示。最后本文為了中國企業(yè)能更好地建設品牌,向政府、企業(yè)、消費者、媒體等各方面提出了相關建議,如政府需要完善法律體系、加強政策支持、創(chuàng)建宣傳平臺;企業(yè)要注重品牌的內功建設、要積極回應相關法律和政策;消費者與媒體也應改變思想觀念,多關注、多宣傳中國品牌。 本文的創(chuàng)新點主要有:一是構建了以品牌理論和品牌實踐兩大領域為基礎的品牌建設戰(zhàn)略體系,將品牌理論的內容與品牌實踐所采用的戰(zhàn)略進行了一一對應。二是針對中國企業(yè)品牌建設中存在的問題,從企業(yè)、政府、消費者和媒體等各個角度,提出了較為全面并具有可操作性的政策建議。
[Abstract]:Based on the summary of brand theory research at home and abroad, this paper finds that the theoretical conception and policy system of enterprise brand construction have not been systematically, comprehensively and deeply studied. On the basis of reviewing the history of brand construction practice, this paper puts forward a one-to-one corresponding brand construction strategy system between the content of brand theory and the strategy used in brand practice, and takes it as the theoretical basis to proceed from the current situation of Chinese brand. This paper combs the problems existing in the brand construction of Chinese enterprises, analyzes the case of China Mobile's "moving Zone" brand, and on this basis, from different angles, such as enterprises, government, consumers and media, etc. Put forward more comprehensive and operable policy suggestion to Chinese enterprise brand construction. First of all, this paper summarizes the domestic and foreign brand theory, and finds that few domestic scholars put forward a complete brand construction strategy system, on the basis of a historical review of the domestic and foreign brand construction practice. The author puts forward the conception of the strategic system of brand building and regards it as the theoretical basis for the following articles. Secondly, this paper analyzes the existing problems of Chinese enterprises in the process of brand building in light of the current situation of Chinese brands. The problems are summarized into the following aspects: the problems left over in the initial stage of Chinese brand development, including brand joint ventures and branding production, the outstanding problems existing in the current stage of brand building in Chinese enterprises, Including the brand that the product quality does not pass the standard to cause only the popularity but not the good reputation, the brand individuality lacks the humanity to cause the brand loyalty is not high, the brand aging causes the brand popularity to decline rapidly, and the enterprise is implementing the brand localization, Brand image, brand extension, brand crisis management and other brand strategy errors. Then this paper takes China Mobile's "dynamic zone" brand as an example to analyze the brand positioning of China Mobile. Brand marketing (especially in the implementation of joint brand strategy) outstanding performance, and draw inspiration to other Chinese enterprises brand building. Finally, this article for Chinese enterprises can better build brand, to the government, enterprises, consumers, Media and other aspects of the relevant suggestions, such as the government needs to improve the legal system, strengthen policy support, create a publicity platform, enterprises should pay attention to the internal work of the brand, to actively respond to the relevant laws and policies; Consumers and the media should also change their ideas, pay more attention and promote Chinese brands. The main innovations of this paper are as follows: first, a brand building strategy system based on brand theory and brand practice is established. The content of brand theory is matched with the strategy used in brand practice. Second, aiming at the problems existing in the brand construction of Chinese enterprises, from the angles of enterprise, government, consumer and media, Put forward more comprehensive and operable policy recommendations.
【學位授予單位】：上海社會科學院
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

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