【摘要】：新經(jīng)濟時代的企業(yè)如何擁有持久生命力所面臨的最主要問題是如何建立和實施企業(yè)的品牌戰(zhàn)略。誰擁有強有力的品牌,誰就擁有了競爭的資本,未來的競爭是品牌戰(zhàn)略的戰(zhàn)爭。 本文通過對路翔集團公司發(fā)展戰(zhàn)略現(xiàn)狀的分析,找出目前企業(yè)存在的問題,并運用SWOT和波特五力等分析方法就相關問題進行成因分析,結合當前路翔公司面臨的競爭環(huán)境,提出品牌戰(zhàn)略管理的基本思路:以企業(yè)品牌愿景為導向,結合外部環(huán)境,開展由內(nèi)而外的品牌戰(zhàn)略制定和實施,以提高企業(yè)的品牌忠誠度、品牌知名度、品質(zhì)認知和品牌聯(lián)想,并以達到更高的市場占有率為目的,逐步實現(xiàn)路翔品牌的愿景。文中具體闡述了路翔公司品牌戰(zhàn)略的具體內(nèi)容,并明確了在發(fā)展的各個階段,品牌戰(zhàn)略的側重點,以及品牌戰(zhàn)略實施的方法和應關注的重點與細節(jié)。一旦路翔品牌形成了一批忠誠的顧客和穩(wěn)定的市場,直接結果便是市場份額的擴大,從而使路翔公司的銷售額增長、交易成本降低,使企業(yè)獲得額外的利潤,因此,路翔集團公司堅持走品牌戰(zhàn)略管理之路是路翔公司保持競爭優(yōu)勢,規(guī)避惡性競爭風險的持續(xù)穩(wěn)定發(fā)展之路。 本文綜合運用了英國著名品牌專家Leslie De Chernatony提出的結合外部環(huán)境由內(nèi)而外的愿景導向型品牌戰(zhàn)略理論,借鑒前人總結的經(jīng)驗,提出了路翔公司實施差異化品牌戰(zhàn)略的側重點和具體方法,建立完善的組織機構和品牌戰(zhàn)略效果測評體系,打造良好的企業(yè)文化,根據(jù)一個戰(zhàn)略循環(huán)實施后的測評效果,靈活變更戰(zhàn)略實施細節(jié),使之更結合實際,更有可操作性。這些對路翔公司如何應對日益復雜化的市場競爭,全面提高其核心競爭力,都應該具有切實的指導意義。
[Abstract]:How to establish and implement the brand strategy is the most important problem faced by the enterprises in the new economic era how to have lasting vitality. Who has the strong brand, who has the competitive capital, the future competition is the brand strategy war. Based on the analysis of the present situation of the development strategy of Luxiang Group Company, this paper finds out the problems existing in the present enterprises, and analyzes the causes of the related problems by using SWOT and Porter's five Force analysis methods, combining with the competitive environment that the Luxiang Company is facing at present. The basic ideas of brand strategy management are put forward: taking enterprise brand vision as guidance, combining with external environment, developing and implementing brand strategy from inside to outside, in order to improve brand loyalty, brand awareness, quality cognition and brand association. And to achieve a higher market share as the goal, gradually achieve the vision of the brand Luxiang. This paper expounds the concrete contents of the brand strategy of Luxiang Company, and clarifies the emphases of the brand strategy in each stage of development, as well as the methods of implementing the brand strategy and the emphases and details that should be paid attention to. Once the Luxiang brand has formed a group of loyal customers and a stable market, the direct result is the expansion of market share, which increases the sales of Luxiang Company, reduces the transaction cost, and makes the enterprise gain additional profits. Luxiang Group Co., Ltd insists on the road of brand strategic management. It is the way to keep the competitive advantage and avoid the vicious competition risk. This paper synthetically applies the vision-oriented brand strategy theory proposed by Leslie De Chernatony, a famous British brand expert, which combines the external environment from the inside to the outside, and draws lessons from the experience summarized by the predecessors. This paper puts forward the emphases and concrete methods of implementing the differentiated brand strategy in Luxiang Company, establishes a perfect evaluation system of organization and brand strategy effect, creates a good enterprise culture, and evaluates the effect after a strategy cycle is carried out. Flexible change strategy implementation details, make it more practical, more operational. How to deal with the increasingly complicated market competition and improve the core competitiveness of these companies should be of practical significance.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

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