本文選題：品牌管理模式 + 競爭優(yōu)勢�。� 參考：《天津理工大學(xué)》2008年碩士論文

【摘要】： 品牌的建立順應(yīng)競爭的需要,用來識別某個(gè)銷售者的產(chǎn)品或服務(wù)。在品牌建立之后,市場的競爭從產(chǎn)品競爭逐漸轉(zhuǎn)移到品牌競爭上來。目前,全球范圍的品牌競爭時(shí)代已經(jīng)到來。我國的電信市場經(jīng)過多年的競爭,品牌已經(jīng)占據(jù)了越來越重要的位置。面對即將到來的3G市場以及電信業(yè)競爭的升級,電信運(yùn)營商如何從技術(shù)企業(yè)、產(chǎn)品企業(yè)向品牌企業(yè)轉(zhuǎn)變,通過品牌的價(jià)值獲取利潤,成為了應(yīng)對未來競爭的關(guān)鍵問題。作為中國主流電信運(yùn)營商的中國網(wǎng)通集團(tuán),目前在品牌管理工作上存在諸多的問題,導(dǎo)致其品牌發(fā)展一直比較緩慢和缺乏競爭力,如何通過一系列的改革,提升網(wǎng)通集團(tuán)的品牌競爭力,成為網(wǎng)通集團(tuán)品牌管理工作的重中之重。 本論文通過對國內(nèi)外品牌管理相關(guān)文獻(xiàn)的研究,從網(wǎng)通集團(tuán)自身品牌管理中存在的問題入手,借鑒國內(nèi)外先進(jìn)電信運(yùn)營上的品牌管理經(jīng)驗(yàn),提出了構(gòu)建一套完善的品牌管理模式是解決網(wǎng)通集團(tuán)品牌管理問題的關(guān)鍵。本文的研究內(nèi)容大體分為三部分,首先對國內(nèi)外品牌管理的研究文獻(xiàn)進(jìn)行概括性的總結(jié),找到研究中尚存在的不足,并圍繞所要研究的主要內(nèi)容,提出研究的假設(shè)前提。然后對網(wǎng)通集團(tuán)目前品牌管理的現(xiàn)狀進(jìn)行分析,從企業(yè)品牌、業(yè)務(wù)品牌和客戶品牌及三者之間的關(guān)系入手,通過與國內(nèi)外先進(jìn)電信運(yùn)營商的經(jīng)驗(yàn)對比,發(fā)現(xiàn)問題,提出:構(gòu)建品牌管理模式是解決網(wǎng)通集團(tuán)品牌管理問題的最佳方案,并從理論、經(jīng)濟(jì)、環(huán)境三方面對方案的可行性進(jìn)行分析。最后,從設(shè)計(jì)方案入手,以戰(zhàn)略和戰(zhàn)術(shù)兩個(gè)方面為切入點(diǎn):戰(zhàn)略上以BIR品牌管理模式為指導(dǎo)、戰(zhàn)術(shù)上實(shí)施多種品牌管理模式的綜合應(yīng)用,為網(wǎng)通集團(tuán)設(shè)計(jì)一套科學(xué)的品牌管理模式,以求解決網(wǎng)通集團(tuán)品牌管理的諸多問題,提升品牌競爭力。 論文的寫作過程中,大量應(yīng)用理論分析、對比分析、實(shí)證分析的手法,創(chuàng)新性的提出了從戰(zhàn)略和戰(zhàn)術(shù)兩個(gè)角度構(gòu)建品牌管理模式的思想。本論文寫作的意義在于從理論上完善品牌管理的理論體系,突出品牌管理模式的重要作用,從實(shí)踐上力爭為網(wǎng)通集團(tuán)設(shè)計(jì)一套完善的品牌管理模式,解決目前品牌管理中存在的問題。
[Abstract]:Brand building responds to competitive needs and is used to identify a seller's product or service. After the establishment of the brand, the market competition gradually shifts from the product competition to the brand competition. At present, the global brand competition era has come. After years of competition, brand has occupied more and more important position in China's telecom market. In the face of the upcoming 3G market and the upgrading of telecom competition, how to transform telecom operators from technology enterprises and product enterprises to brand enterprises and obtain profits through brand value has become the key problem to deal with the future competition. As the main telecom operator in China, China Netcom Group has a lot of problems in brand management at present. As a result, its brand development has been slow and lack of competitiveness. How to pass a series of reforms? To enhance the brand competitiveness of Netcom Group has become the top priority in the brand management work of Netcom Group. Through the research of domestic and foreign brand management related literature, this paper starts with the problems existing in the brand management of Netcom Group, and draws lessons from the brand management experience of advanced telecom operation at home and abroad. It is the key to solve the brand management problem of Netcom Group to construct a perfect brand management mode. The research content of this paper is divided into three parts. Firstly, it summarizes the domestic and foreign brand management research literature, finds out the deficiency in the research, and puts forward the premise of the research around the main content of the research. Then it analyzes the current situation of the brand management of Netcom Group, starting with the enterprise brand, business brand and customer brand, and the relationship between them, and finds the problems through the comparison with the experience of advanced telecom operators at home and abroad. It is put forward that building brand management mode is the best scheme to solve the brand management problem of Netcom Group, and the feasibility of the scheme is analyzed from three aspects: theory, economy and environment. Finally, starting with the design scheme, the paper takes strategic and tactical aspects as the breakthrough point: under the guidance of BIR brand management mode, the comprehensive application of various brand management modes is implemented tactically. Design a set of scientific brand management mode for Netcom Group in order to solve many problems of brand management of Netcom Group and promote brand competitiveness. In the process of writing, a large number of theoretical analysis, comparative analysis, empirical analysis techniques, innovative put forward from the strategic and tactical perspectives to build a brand management model. The significance of this thesis is to improve the theoretical system of brand management in theory, highlight the important role of brand management model, and strive to design a perfect brand management model for Netcom Group in practice. Solve the existing problems in brand management.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F626

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 呂棟;中國自主品牌汽車發(fā)展戰(zhàn)略研究[D];湖北工業(yè)大學(xué);2011年

2 孫松;顧客價(jià)值視角的化肥企業(yè)品牌競爭力研究[D];中國海洋大學(xué);2012年

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本文編號：1779620