本文選題：互聯(lián)網(wǎng)環(huán)境　切入點：企業(yè)品牌戰(zhàn)略　出處：《新疆財經(jīng)大學(xué)》2009年碩士論文

【摘要】： 現(xiàn)代社會,品牌對企業(yè)的意義越來越重要,因為品牌不但是企業(yè)產(chǎn)品和服務(wù)的特有標(biāo)志,在某種程度上還是一種標(biāo)準和承諾。在信息不完全的經(jīng)濟條件下,品牌包含和傳遞了企業(yè)的產(chǎn)品質(zhì)量、服務(wù)水平、社會責(zé)任等信息,是企業(yè)發(fā)展的加速劑。企業(yè)品牌戰(zhàn)略是以品牌為企業(yè)戰(zhàn)略的根本,以品牌驅(qū)動經(jīng)營,通過品牌的樹立、維護與升華達到企業(yè)持續(xù)發(fā)展目的的企業(yè)發(fā)展整體規(guī)劃與安排。 互聯(lián)網(wǎng)的興起和發(fā)展開起了一個全新的宏微觀環(huán)境,對企業(yè)的生存和發(fā)展產(chǎn)生了廣泛而深遠的影響。企業(yè)要在這個全新環(huán)境下生存并不斷發(fā)展壯大,就必須要反思傳統(tǒng)的企業(yè)品牌戰(zhàn)略,并進行適應(yīng)性調(diào)整。互聯(lián)網(wǎng)環(huán)境下,品牌傳播有著與傳統(tǒng)環(huán)境下不同的方式和路徑,品牌的樹立、維護與升華也面臨著新的機會與挑戰(zhàn)。企業(yè)品牌戰(zhàn)略從根本上決定著企業(yè)品牌樹立、維護與升華的原則與方向,所以品牌樹立、維護與升華面臨的機會與挑戰(zhàn)也是企業(yè)品牌戰(zhàn)略所必須面臨的。因此,如何實施互聯(lián)網(wǎng)環(huán)境下的企業(yè)品牌戰(zhàn)略使之更好地順應(yīng)新形勢和指導(dǎo)企業(yè)持續(xù)發(fā)展,在新的宏微觀社會經(jīng)濟環(huán)境下就具有十分重要的意義,這也是本文研究的出發(fā)點之所在。 文章按照“理論梳理——框架構(gòu)建——環(huán)境分析——對策建議——案例分析”的研究思路展開論述。首先對互聯(lián)網(wǎng)環(huán)境與企業(yè)品牌戰(zhàn)略相關(guān)的概念與理論進行梳理,構(gòu)建了“品牌樹立、品牌維護,品牌升華”的企業(yè)品牌戰(zhàn)略三階段框架;然后從企業(yè)品牌戰(zhàn)略三階段框架出發(fā),分析互聯(lián)網(wǎng)環(huán)境下企業(yè)品牌戰(zhàn)略面臨的機會與挑戰(zhàn);接著根據(jù)環(huán)境分析的結(jié)論,有針對性地提出互聯(lián)網(wǎng)環(huán)境下企業(yè)品牌戰(zhàn)略實施的思路與建議;最后以“三鹿奶粉”事件為對象進行案例分析,結(jié)合前文研究結(jié)論,考察了“三鹿”由于新環(huán)境下企業(yè)品牌戰(zhàn)略失誤而導(dǎo)致品牌從升華到毀滅的過程,并總結(jié)失敗原因及其啟示。這是對本文理論研究的一個實踐說明,也在某種程度上體現(xiàn)了本文的實用價值。
[Abstract]:In modern society, brand is becoming more and more important to enterprises, because brand is not only a unique symbol of enterprise products and services, but also a kind of standard and commitment to some extent.Under the economic condition of incomplete information, brand contains and conveys the information of product quality, service level, social responsibility and so on, which is the accelerator of enterprise development.Enterprise brand strategy is the overall planning and arrangement of enterprise development which takes brand as the foundation of enterprise strategy, manages by brand driving, maintains and sublimates the goal of enterprise sustainable development through the establishment of brand.The rise and development of the Internet has opened up a new macro and micro environment, which has a wide and profound impact on the survival and development of enterprises.In order to survive and develop in this new environment, enterprises must reflect on the traditional brand strategy and adjust their adaptability.In the Internet environment, brand communication has different ways and paths compared with the traditional environment. The establishment, maintenance and sublimation of brand are also facing new opportunities and challenges.Enterprise brand strategy fundamentally determines the principle and direction of enterprise brand establishment, maintenance and sublimation, so the opportunities and challenges of brand establishment, maintenance and sublimation are also necessary for enterprise brand strategy.Therefore, how to implement corporate brand strategy under the Internet environment to better adapt to the new situation and guide the sustainable development of enterprises, in the new macro and micro social and economic environment has a very important significance.This is the starting point of this study.This paper discusses the research ideas of "theoretical combing-frame building-environmental analysis-countermeasures and suggestions-case analysis".Firstly, this paper combs the concepts and theories related to the Internet environment and enterprise brand strategy, and constructs a three-stage framework of enterprise brand strategy, which is "brand building, brand maintenance, brand sublimation", and then starts from the three-stage framework of enterprise brand strategy.This paper analyzes the opportunities and challenges faced by enterprise brand strategy under the Internet environment, and then, according to the conclusion of the environmental analysis, puts forward the ideas and suggestions for the implementation of enterprise brand strategy under the Internet environment.Finally, taking the "Sanlu Milk Powder" event as a case study, combined with the previous research conclusions, the paper examines the process of brand sublimation to destruction caused by the brand strategic mistakes of Sanlu under the new environment.And summarizes the failure reason and its enlightenment.This is a practical explanation of the theoretical research in this paper, and to some extent reflects the practical value of this paper.
【學(xué)位授予單位】：新疆財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F49;F273.2

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本文編號：1714019