本文選題：品牌　切入點：品牌競爭力　出處：《西南財經(jīng)大學》2009年碩士論文

【摘要】： 隨著經(jīng)濟全球化和市場經(jīng)濟的發(fā)展,品牌作為一種無形資產(chǎn),已經(jīng)在現(xiàn)代企業(yè)競爭中起著至關(guān)重要的作用。而我國企業(yè)品牌競爭力的弱勢是明顯的,我們所面臨的品牌競爭挑戰(zhàn)也將更加嚴峻。 本文在邏輯上分為四個部分: 第一部分,對品牌和品牌競爭力的概述。首先介紹了品牌的三個特點,即排他性、價值性和穩(wěn)定性與更新性。然后對品牌的構(gòu)成要素進行分析,提出品牌由品牌品質(zhì)、品牌文化、品牌支持和品牌影響力四方面構(gòu)成,其中包括產(chǎn)品質(zhì)量、產(chǎn)品形象、品牌標識等顯性因素和品牌文化、品牌影響力、品牌個性等隱形因素以及物流、終端、公關(guān)等支持因素。其次,對品牌競爭力的內(nèi)涵進行了分析,指出了品牌競爭力是一種比較力,是在企業(yè)生產(chǎn)經(jīng)營過程中形成的,是動態(tài)的產(chǎn)物,而不是靜態(tài)要素的結(jié)果。最后提出我國企業(yè)提升品牌競爭力的必然性。 第二部分,對我國品牌管理現(xiàn)狀的分析。首先分析了我國企業(yè)品牌的發(fā)展現(xiàn)狀,肯定我國企業(yè)品牌在發(fā)展過程中取得的成績,然后指出我國企業(yè)品牌與國際品牌在產(chǎn)品規(guī)模和出口創(chuàng)匯能力上、在品牌增值創(chuàng)利能力上、在品牌知識產(chǎn)權(quán)上以及在品牌管理上的差距,最后對影響我國企業(yè)品牌競爭力提升的制約因素進行了深入分析,包括不發(fā)達的市場經(jīng)濟發(fā)展水平,缺乏品牌意識,科技投入大與科技成果轉(zhuǎn)化率低的矛盾以及我國企業(yè)品牌發(fā)展誤區(qū)等四個方面。 第三部分,通過案例分析,對在我國品牌競爭力提升過程中出現(xiàn)的主要成功的經(jīng)驗和失敗的教訓進行全面探討。首先是反面案例的呈現(xiàn),包括了對“大寶”、、“聯(lián)想”、“三鹿”等品牌在發(fā)展過程中出現(xiàn)的問題進行分析和反思。然后是正面案例的呈現(xiàn),即對“五糧液”、青島企業(yè)品牌發(fā)展實踐的分析以及經(jīng)驗的總結(jié)。 第四部分,提出提升我國企業(yè)品牌競爭力的建議。主要從政府和企業(yè)兩個角度進行了分析。首先從政府的角度,指出了政府應(yīng)該致力于促進市場經(jīng)濟發(fā)展的同時優(yōu)化企業(yè)品牌競爭力提升的社會經(jīng)濟環(huán)境。然后從企業(yè)自身的角度,提出了四個問題的思考,即科學品牌定位、堅持品牌集團化和多元化發(fā)展以及怎么樣在與國外品牌的競爭中學習,在學習中競爭。
[Abstract]:With the development of economic globalization and market economy, brand, as an intangible asset, has played an important role in the competition of modern enterprises. Our brand competition challenge will also be more severe. This paper is logically divided into four parts:. The first part is an overview of brand and brand competitiveness. Firstly, it introduces the three characteristics of brand, namely, exclusiveness, value, stability and renewal. Brand culture, brand support and brand influence, including product quality, product image, brand identity and other dominant factors and brand culture, brand influence, brand personality and other hidden factors, as well as logistics, terminal, etc. Secondly, it analyzes the connotation of brand competitiveness, and points out that brand competitiveness is a kind of comparative force, formed in the process of enterprise production and operation, and is a dynamic product. It is not the result of static factors. Finally, the inevitability of promoting brand competitiveness of Chinese enterprises is put forward. In the second part, the author analyzes the current situation of brand management in our country. Firstly, it analyzes the current situation of the development of Chinese enterprise brand, and affirms the achievements made in the process of the development of Chinese enterprise brand. Then it points out the gap between Chinese enterprise brand and international brand in product scale, export foreign exchange earning ability, brand value-added earning ability, brand intellectual property right and brand management. At last, it analyzes the restrictive factors that affect the promotion of brand competitiveness of Chinese enterprises, including the underdeveloped level of market economy, lack of brand awareness, The contradiction between the big investment of science and technology and the low conversion rate of scientific and technological achievements and the misunderstanding of brand development in our country are four aspects. The third part, through the case analysis, discusses the main successful experiences and the lessons of the failure in the process of promoting the brand competitiveness of our country. It includes the analysis and reflection of the problems in the development process of the brands such as "Da Bao", "Lenovo", "Sanlu" and so on, and then the presentation of positive cases, that is, the analysis of "Wuliangye", the analysis of Qingdao enterprise brand development practice and the summary of experience. In the fourth part, the author puts forward some suggestions on how to improve the brand competitiveness of Chinese enterprises. It mainly analyzes from the angle of government and enterprise. First of all, from the angle of government, This paper points out that the government should devote itself to promoting the development of market economy and optimizing the social and economic environment for the promotion of enterprise brand competitiveness. Then, from the angle of the enterprise itself, it puts forward four problems, that is, scientific brand positioning. Adhere to brand collectivization and diversified development and how to learn in competition with foreign brands, in learning competition.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

【引證文獻】

相關(guān)碩士學位論文 前1條

1 張冀;中國郵政儲蓄銀行的品牌經(jīng)營戰(zhàn)略研究[D];電子科技大學;2010年

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本文編號：1663075