本文選題：中小企業(yè) + 品牌建設(shè)��； 參考：《北京交通大學(xué)》2013年碩士論文

【摘要】：在全球經(jīng)濟(jì)一體化的今天,特別是我國加入WTO之后,中國作為世界工廠的職能越來越突顯,尤其是在電子產(chǎn)品生產(chǎn)領(lǐng)域,中國憑借其豐富的廉價(jià)勞動(dòng)力、廣闊的地域與巨大的市場(chǎng)已經(jīng)成為世界電子產(chǎn)品的首要生產(chǎn)國。據(jù)工信部《2011年電子信息產(chǎn)業(yè)統(tǒng)計(jì)公報(bào)》的數(shù)據(jù)顯示,在2011年,我國彩電、手機(jī)、計(jì)算機(jī)等主要電子產(chǎn)品產(chǎn)量占全球出貨量的比重已經(jīng)分別達(dá)到48.8%、70.6%和90.6%,均名列世界第一。由此可見,我國電子產(chǎn)品制造業(yè)在世界電子產(chǎn)業(yè)中所處的重要地位。 雖然我國電子產(chǎn)品的生產(chǎn)量與比重與日上升,而我國企業(yè)在電子產(chǎn)業(yè)鏈中所持有的利潤(rùn)卻日漸下滑,究其原因,因?yàn)槿螂娮赢a(chǎn)品的眾多品牌大多來自歐美市場(chǎng),如同其他行業(yè)一樣,國外的渠道品牌商擁有該產(chǎn)業(yè)鏈的大部分利潤(rùn),這就對(duì)我國的電子產(chǎn)品生產(chǎn)制造商提出了一個(gè)迫待解決的問題：建立自主品牌,貼牌出口與自主品牌并重。事實(shí)上,品牌無論作為一種經(jīng)濟(jì)現(xiàn)象還是作為一門學(xué)科,都已經(jīng)遠(yuǎn)遠(yuǎn)超越其保證產(chǎn)品品質(zhì)和服務(wù)、象征身份和財(cái)富的范疇,品牌已成為推動(dòng)經(jīng)濟(jì)發(fā)展的無形資產(chǎn)和力量。無論對(duì)于企業(yè)還是國家來說,目前品牌反映的內(nèi)容已經(jīng)突破了商品的界限,上升到國家形象和國家競(jìng)爭(zhēng)力的層面。在經(jīng)濟(jì)全球化時(shí)代,最寶貴的財(cái)富已不再是廠房和設(shè)備,而廉價(jià)的勞動(dòng)力成本也不能成為其長(zhǎng)久的優(yōu)勢(shì),我國電子產(chǎn)品生產(chǎn)加工企業(yè)必須朝高附加值、高科技的方向發(fā)展,而品牌就是建立高附加價(jià)值的重要途徑,因此,品牌建設(shè)成為我國中小型電子產(chǎn)品生產(chǎn)加工企業(yè)為應(yīng)對(duì)內(nèi)外部嚴(yán)峻挑戰(zhàn),獲得生存與成長(zhǎng)不可回避而非常緊迫的問題。 本文著重對(duì)安耐凱公司的品牌建設(shè)進(jìn)行研究,結(jié)合國內(nèi)外品牌建設(shè)理論的發(fā)展以及安耐凱公司的特點(diǎn),在對(duì)安耐凱公司進(jìn)行品牌建設(shè)內(nèi)外環(huán)境分析的基礎(chǔ)上,對(duì)安耐凱公司的品牌建設(shè)模式現(xiàn)狀進(jìn)行剖析,指出其品牌建設(shè)的優(yōu)勢(shì)與不足之處,進(jìn)而對(duì)其所存在的問題找出解決對(duì)策,并在前面分析的基礎(chǔ)上,結(jié)合企業(yè)需求和特點(diǎn),提出安耐凱品牌建設(shè)中應(yīng)采取的有效策略。本文認(rèn)為安耐凱公司應(yīng)該結(jié)合自身的特點(diǎn),做好品牌建設(shè)整體戰(zhàn)略規(guī)劃,并利用目前新媒體如網(wǎng)絡(luò)的強(qiáng)大傳播力量,選擇多種品牌宣傳渠道來創(chuàng)建自主品牌,同時(shí)對(duì)品牌管理模式進(jìn)行完善。目前,安耐凱公司創(chuàng)建自有品牌已經(jīng)刻不容緩。 本文從品牌意識(shí)和品牌策略兩個(gè)層面,安耐凱面臨的機(jī)會(huì)和劣勢(shì)兩個(gè)方面展開分析,有針對(duì)性地圍繞安耐凱應(yīng)采取哪些有效策略,如何創(chuàng)建自主品牌這一核心問題展開探討。 本文通過對(duì)安耐凱品牌建設(shè)現(xiàn)狀和問題進(jìn)行梳理的基礎(chǔ)上,對(duì)其重點(diǎn)與難點(diǎn)加以分析,以期通過安耐凱公司的案例為中小型電子產(chǎn)品生產(chǎn)加工企業(yè)品牌建設(shè)的進(jìn)一步深入研究提供借鑒,為我國中小企業(yè)的品牌建設(shè)道路指明方向。
[Abstract]:In today's global economic integration, especially after China's entry into WTO, China's function as a world factory is becoming more and more prominent, especially in the field of electronic products production, China relies on its abundant cheap labor force. Vast territory and huge market have become the world's leading producer of electronic products. According to the data of the 2011 Electronic Information Industry Bulletin of the Ministry of Industry and Information Technology, in 2011, the output of major electronic products such as color TV sets, mobile phones, computers and other major electronic products in China accounted for 48.8% and 90.6% of the world's total shipments, respectively, ranking first in the world. Thus, our electronic products manufacturing industry in the world electronic industry in an important position. Although the production and proportion of electronic products in our country are increasing day by day, the profits held by Chinese enterprises in the electronic industry chain are declining day by day. The reason is that most of the global brands of electronic products come from the European and American markets. As in other industries, foreign channel brands own most of the profits of the industry chain, which puts forward a pressing problem for our electronic product manufacturers: to establish their own brands, and to pay equal attention to the export of brands as well as their own brands. In fact, whether as an economic phenomenon or as a discipline, brand has gone far beyond the scope of ensuring product quality and service, symbolizing identity and wealth. Brand has become an intangible asset and power to promote economic development. Whether for enterprises or countries, the current brand reflects the content has broken through the boundaries of commodities, rising to the national image and national competitiveness. In the era of economic globalization, the most precious wealth is no longer factory building and equipment, and the cheap labor cost can not become its long-term advantage. The electronic products production and processing enterprises in our country must develop in the direction of high value-added and high technology. The brand is an important way to establish high added value. Therefore, brand building has become an urgent problem for the small and medium electronic products production and processing enterprises in China to cope with the internal and external severe challenges, survival and growth can not be avoided. This paper focuses on the research on the brand construction of Anechai Company, combined with the development of the brand construction theory at home and abroad and the characteristics of Anechai Company, on the basis of the analysis of the internal and external environment of the brand building of Anechai Company. This paper analyzes the current situation of the brand construction mode of Anechai Company, points out the advantages and disadvantages of its brand construction, and then finds out the solutions to its problems, and on the basis of the previous analysis, combines the needs and characteristics of the enterprise. The effective strategy should be adopted in the construction of Anecai brand is put forward. This paper holds that Anai Kai Company should combine its own characteristics, do a good job of brand building overall strategic planning, and take advantage of the current new media such as the powerful communication power of the network, choose a variety of brand promotion channels to create their own brand. At the same time, the brand management model is improved. At present, an Nai Kai company to establish its own brand has been urgent. This paper analyzes the opportunities and disadvantages faced by Anecai from two aspects: brand consciousness and brand strategy. It focuses on what effective strategies Anechai should take and how to create its own brand. On the basis of combing the current situation and problems of Anechai brand construction, this paper analyzes its key and difficult points. In order to provide reference for further research on brand construction of medium and small electronic products production and processing enterprises through the case of Anechai Company, this paper points out the direction of brand building for small and medium-sized enterprises in China.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.6

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