本文選題：品牌　切入點(diǎn)：品牌戰(zhàn)略　出處：《寧夏大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)市場(chǎng)化的不斷深入,使企業(yè)間的競(jìng)爭(zhēng)變得越發(fā)激烈,這種競(jìng)爭(zhēng)已經(jīng)從最早期的產(chǎn)品功能競(jìng)爭(zhēng)上升到品牌競(jìng)爭(zhēng),而且品牌作為一種獨(dú)有的無(wú)形資產(chǎn),已經(jīng)成為企業(yè)獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的重要手段。物聯(lián)網(wǎng)行業(yè)作為朝陽(yáng)產(chǎn)業(yè),其產(chǎn)業(yè)規(guī)模已超萬(wàn)億,躋身其中的不乏華為、特斯拉、亞馬遜、谷歌、微軟等全球知名企業(yè),然而這些知名企業(yè)在物聯(lián)網(wǎng)方面并沒(méi)有進(jìn)行過(guò)多的宣傳�！皩幭碾娡ㄎ锫�(lián)網(wǎng)科技股份有限公司”(以下簡(jiǎn)稱“電通物聯(lián)”)作為其中的一員,經(jīng)過(guò)幾年的發(fā)展,雖然已經(jīng)進(jìn)入快速發(fā)展階段,但由于其一直沒(méi)有整體的品牌戰(zhàn)略規(guī)劃,使得在激烈的市場(chǎng)競(jìng)爭(zhēng)中愈加乏力。本課題通過(guò)文獻(xiàn)分析法對(duì)品牌內(nèi)涵的梳理、品牌戰(zhàn)略研究以及品牌形象識(shí)別及傳播等內(nèi)容進(jìn)行深入研究,通過(guò)訪談法了解到的電通物聯(lián)品牌現(xiàn)狀及存在的問(wèn)題做了詳細(xì)闡述,將理論與實(shí)際問(wèn)題結(jié)合解決了電通物聯(lián)品牌戰(zhàn)略的三個(gè)關(guān)鍵問(wèn)題:品牌內(nèi)涵梳理、品牌形象塑造以及品牌傳播系統(tǒng)化。從而給出了品牌戰(zhàn)略的整體規(guī)劃,最后通過(guò)電通物聯(lián)的實(shí)際情況將品牌規(guī)劃落地。通過(guò)本課題的研究,電通物聯(lián)品牌戰(zhàn)略體系建設(shè)對(duì)電通物聯(lián)的整體戰(zhàn)略實(shí)施具有輔助支撐作用,通過(guò)品牌戰(zhàn)略規(guī)劃的引領(lǐng)來(lái)形成整體戰(zhàn)略的落地實(shí)施,通過(guò)品牌戰(zhàn)略的落地實(shí)施,可以使電通物聯(lián)提高品牌知名度、取得更大的市場(chǎng)份額、更多的經(jīng)濟(jì)利益和社會(huì)效益,使電通物聯(lián)轉(zhuǎn)板成功。
[Abstract]:With the deepening of economic marketization, the competition between enterprises becomes more and more fierce. This competition has risen from the earliest product function competition to brand competition, and brand as a unique intangible asset, It has become an important means for enterprises to gain competitive advantage. As a sunrise industry, the Internet of things industry has a scale of more than trillion yuan. Among them are Huawei, Tesla, Amazon, Google, Microsoft and other world-renowned enterprises. However, these well-known enterprises have not carried out too much publicity on the Internet of things. "Ningxia Dantong Internet of things Technology Co., Ltd." (hereafter referred to as "Dentsu and other things") as one of them, after several years of development, Although it has entered the stage of rapid development, because of its lack of overall brand strategic planning, it has become more and more weak in the fierce market competition. Brand strategy research and brand image identification and dissemination of the content of in-depth research, through interviews to understand the status quo and problems of the Dentsu brand in detail. Combining theory with practical problems, the paper solves three key problems of Dentsu's brand strategy: brand connotation combing, brand image shaping and brand communication systematization, so the overall planning of brand strategy is given. Through the research of this subject, the construction of the brand strategy system of the Dentsu and the material Union has a supporting role to the implementation of the overall strategy of the Dentsu and material Alliance, and finally, through the actual situation of the link, the brand planning will fall to the ground. Through the guidance of brand strategic planning to form the overall strategy of landing implementation, through the brand strategy of landing implementation, can make Dentsu to enhance brand awareness, obtain a greater market share, more economic and social benefits, Make the electric connection board succeed.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F49

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 郭靜;;企業(yè)實(shí)施品牌戰(zhàn)略的策略研究[J];商業(yè)經(jīng)濟(jì);2013年04期

2 劉媛;;中國(guó)企業(yè)品牌戰(zhàn)略與決策[J];現(xiàn)代營(yíng)銷(學(xué)苑版);2012年12期

3 李靜;王其榮;陳朝暉;;品牌理論研究綜述[J];企業(yè)改革與管理;2012年11期

4 王玉華;;品牌營(yíng)銷的理論分析與對(duì)策研究[J];經(jīng)濟(jì)與管理;2011年09期

5 張初愚;王志帥;;品牌延伸戰(zhàn)略個(gè)案研究[J];經(jīng)濟(jì)縱橫;2009年06期

6 李艷娥;;品牌資產(chǎn)理論發(fā)展、梳理及展望[J];生產(chǎn)力研究;2009年07期

7 徐浩然;;企業(yè)品牌理論研究及戰(zhàn)略運(yùn)用[J];南京社會(huì)科學(xué);2008年07期

8 李剛;伍靜;;品牌戰(zhàn)略與企業(yè)核心競(jìng)爭(zhēng)力研究[J];經(jīng)濟(jì)師;2007年01期

9 黃麗秋;;我國(guó)中小企業(yè)品牌戰(zhàn)略發(fā)展研究[J];商業(yè)研究;2006年21期

10 李東;邢振超;;四種營(yíng)銷傳播理論的比較——從USP論、品牌形象論、定位論到IMC理論[J];學(xué)術(shù)交流;2006年11期

，

本文編號(hào)：1626141