【摘要】： 隨著我國改革開放的深入和市場經(jīng)濟(jì)進(jìn)程的加快，民營企業(yè)已逐步發(fā)展成為促進(jìn)國民經(jīng)濟(jì)持續(xù)快速增長的一支不可替代的重要力量。但是在機(jī)遇與威脅并存的今天，中國民營企業(yè)如何抓住機(jī)遇，避免威脅，是所有中國民營企業(yè)必須面臨的一個(gè)首要課題。 天津AA公司是一家高科技民營企業(yè)，主要經(jīng)營核酸類產(chǎn)品、保健酒類產(chǎn)品等。經(jīng)過十幾年的發(fā)展，已經(jīng)初具市場規(guī)模，取得了一定的市場份額和較好的品牌知名度。但是，在市場競爭日趨激烈、產(chǎn)品同質(zhì)化越來越嚴(yán)重的今天，如何保持持續(xù)快速的勢頭，是企業(yè)面臨的一個(gè)重要現(xiàn)實(shí)問題。品牌，不僅是現(xiàn)在企業(yè)賴以生存和發(fā)展的立足之本，還是其保持核心競爭力與可持續(xù)發(fā)展的必由之路，同時(shí)也是影響消費(fèi)者購買產(chǎn)品決策的最主要因素之一。因此，企業(yè)如果想做大做強(qiáng)，在激烈的市場競爭中立于不敗之地，，就必須實(shí)施品牌戰(zhàn)略。本文試圖從實(shí)證研究的角度出發(fā)，通過查閱大量的文獻(xiàn)，并且結(jié)合公司所處的行業(yè)背景及自身的經(jīng)營狀況，運(yùn)用現(xiàn)代企業(yè)品牌戰(zhàn)略理論和方法，研究和探索企業(yè)生存的根本問題，提出了公司制定品牌戰(zhàn)略的合理建議，以及實(shí)施品牌戰(zhàn)略的策略。 本文分為四個(gè)主要部分，首先簡介了天津AA公司和天津AA公司實(shí)施品牌戰(zhàn)略的必要性。其次，分析了保健食品行業(yè)現(xiàn)狀、天津AA公司現(xiàn)狀分析，同時(shí)應(yīng)用SWOT和IFE、EFE，導(dǎo)出公司的SO戰(zhàn)略——利用優(yōu)勢與機(jī)會走品牌戰(zhàn)略道路。隨后，指出天津AA公司走品牌戰(zhàn)略的具體策略，包括品牌定位、品牌創(chuàng)建、品牌創(chuàng)新、品牌延伸、品牌維護(hù)、品牌危機(jī)管理。在此基礎(chǔ)上，應(yīng)用數(shù)學(xué)模型對品牌戰(zhàn)略進(jìn)行預(yù)測與評估。
[Abstract]:With the deepening of China's reform and opening up and the acceleration of the process of market economy, private enterprises have gradually developed into an irreplaceable important force to promote the sustained and rapid growth of the national economy. However, with the coexistence of opportunity and threat, how to seize the opportunity and avoid the threat is one of the most important issues that all Chinese private enterprises must face. Tianjin AA Company is a high-tech private enterprise, mainly engaged in nucleic acid products, health care products and so on. After more than ten years of development, has begun to have a market size, has achieved a certain market share and better brand awareness. However, in the increasingly fierce market competition and product homogenization, how to maintain a sustained and rapid momentum is an important practical problem faced by enterprises. Brand is not only the base of enterprise survival and development, but also the only way to maintain its core competitiveness and sustainable development. It is also one of the most important factors that affect the decision of consumers to buy products. Therefore, if enterprises want to be big and strong, they must carry out brand strategy if they are in an invincible position in the fierce market competition. From the perspective of empirical research, this paper tries to use modern enterprise brand strategy theory and method by consulting a large number of documents, and combining with the background of the industry and its own operating situation. This paper studies and explores the fundamental problems of the survival of enterprises, and puts forward reasonable suggestions for the formulation of brand strategies and the strategies for carrying out brand strategies. This paper is divided into four main parts. Firstly, the necessity of implementing brand strategy of Tianjin AA Company and Tianjin AA Company is briefly introduced. Secondly, the present situation of health food industry and Tianjin AA Company is analyzed. At the same time, the so strategy of Tianjin AA Company is derived by using SWOT and IFE EEFE. Then, it points out the specific strategy of brand strategy for Tianjin AA Company, including brand positioning, brand creation, brand innovation, brand extension, brand maintenance, brand crisis management. On this basis, the use of mathematical model to predict and evaluate the brand strategy.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F276.5

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 孫文萍;集群品牌建設(shè)與產(chǎn)業(yè)集群競爭力提升的耦合戰(zhàn)略研究[D];沈陽師范大學(xué);2012年

本文編號：2182441