發(fā)布時間：2018-06-15 16:35

  本文選題：我國 + 印刷　； 參考：《山東大學》2009年碩士論文

【摘要】： 本文把品牌這一影響和制約消費者行為選擇的要素引入到印刷物資流通行業(yè)中來,利用選擇成本分析范式,通過研究品牌與需求曲線之間的關系,從而精確的刻畫出品牌在印刷物資流通行業(yè)中影響消費者選擇行為的局限條件。同時以品牌為核心要素,引入到消費者選擇理論經(jīng)濟增長理論當中,構建出印刷物資流通行業(yè)的品牌經(jīng)濟理論框架。全文共分五章,依次是導論、我國印刷物資流通企業(yè)品牌的現(xiàn)狀分析、商業(yè)企業(yè)定價權的品牌經(jīng)濟分析、山東省印刷物資公司的品牌建設、結論與政策建議。 本文最大的也是最可能的創(chuàng)新是將品牌引入到印刷物資流通行業(yè)中,為印刷物資流通行業(yè)的發(fā)展建立起一個完整的分析框架。具體表現(xiàn)在: 1、通過研究品牌是如何影響印刷物資流通行業(yè)品牌選擇行為的,進而把品牌與整個印刷物資流通行業(yè)的需求曲線聯(lián)系起來,通過鏈式分析,為今后印刷物資流通行業(yè)的發(fā)展提供品牌經(jīng)濟學基礎。 2、對印刷物資流通企業(yè)的盈利模式進行分析,應用品牌經(jīng)濟學的原理,分析了品牌可以提高印刷物資流通企業(yè)的盈利能力,從品牌的角度為企業(yè)的長期盈利發(fā)展做出貢獻。 3、以山東省印刷物資公司為例,應用品牌經(jīng)濟學原理,推出了山東省印刷物資公司發(fā)展的品牌策略,為未來印刷物資流通企業(yè)的發(fā)展創(chuàng)立了理論依據(jù)。
[Abstract]:In this paper, brand is introduced into the printing material circulation industry, and the relationship between brand and demand curve is studied by using the paradigm of choice cost analysis. Thus accurately depicts the brand in the printing material circulation industry influence consumer choice behavior limitation condition. At the same time, taking brand as the core factor, it introduces the theory of consumer choice into the theory of economic growth, and constructs the brand economic theoretical framework of printing material circulation industry. The full text is divided into five chapters, followed by the introduction, the analysis of the current situation of printing materials circulation enterprises in China, the brand economic analysis of the pricing power of commercial enterprises, the brand construction, conclusions and policy recommendations of the printing materials company in Shandong Province. The biggest and most possible innovation in this paper is to introduce the brand into the printing material circulation industry, and to establish a complete analysis framework for the development of the printing material circulation industry. The concrete manifestation is: 1, by studying how the brand influences the brand selection behavior of the printing material circulation industry, and then connecting the brand with the demand curve of the whole printing material circulation industry, through the chain analysis, To provide the basis of brand economics for the future development of printing material circulation industry. 2. Analyze the profit model of printing material circulation enterprises, apply the principle of brand economics, This paper analyzes that the brand can improve the profitability of the printing material circulation enterprises, and contribute to the long-term profit development of the enterprises from the perspective of the brand. 3. Taking Shandong Printing material Company as an example, the principle of brand economics is applied. The brand strategy for the development of Shandong Printing material Company is put forward, which provides a theoretical basis for the development of printing material circulation enterprises in the future.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F259.23;F426.84

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本文編號：2022692