【摘要】： 品牌關(guān)系是品牌理論研究的一個重要概念和熱點問題,建立并維系一個良好的品牌關(guān)系就等于為品牌的長遠(yuǎn)發(fā)展奠定了堅實基礎(chǔ)。但研究品牌關(guān)系不能脫離品牌價值的研究,因為品牌價值的研究是品牌理論研究中最核心的部分。品牌理論雖然非常豐富,關(guān)于品牌價值的系統(tǒng)研究卻相對較少�，F(xiàn)有各種重要的品牌理論,如品牌形象、品牌識別、品牌資產(chǎn)、品牌傳播、品牌定位等等,都在不同程度上涉及到品牌價值的研究,但卻對品牌價值本質(zhì)及其來源看法并不一致,很多研究都僅局限于品牌——消費(fèi)者二者之間的關(guān)系,本論文在對國內(nèi)外品牌理論研究文獻(xiàn)進(jìn)行綜述和分析的基礎(chǔ)上,結(jié)合當(dāng)前企業(yè)品牌化戰(zhàn)略實施過程中所暴露出的問題,提出品牌理論的研究視角應(yīng)更多地放在如何協(xié)調(diào)多方品牌利益相關(guān)者上面來,并主張通過強(qiáng)化品牌關(guān)系不斷提升品牌價值。 論文首先對國內(nèi)外品牌理論相關(guān)文獻(xiàn)進(jìn)行綜述,借此論述品牌關(guān)系對品牌價值創(chuàng)造的影響;其次,通過對品牌關(guān)系演化進(jìn)程進(jìn)行分析,并結(jié)合生態(tài)學(xué)相關(guān)原理,闡述基于品牌利益相關(guān)者視角對于品牌理論的深入研究具有重要意義;再次,結(jié)合當(dāng)前品牌理論研究熱點——品牌關(guān)系研究以及社會學(xué)相關(guān)原理,闡述了構(gòu)建品牌關(guān)系網(wǎng)的必要性、可能性及其對提升品牌價值和促進(jìn)品牌發(fā)展的重要意義;然后,通過基于利益相關(guān)者互動關(guān)系品牌價值理論研究述評,識別不同利益相關(guān)者需求差異性,闡述通過有效互動對品牌價值創(chuàng)造的重要意義并提出品牌價值創(chuàng)造機(jī)理框架;最后,構(gòu)建了一個企業(yè)內(nèi)部亞品牌關(guān)系網(wǎng),并通過組織結(jié)構(gòu)優(yōu)化設(shè)計使之更利于企業(yè)品牌的發(fā)展。
[Abstract]:Brand relationship is an important concept and hot issue in brand theory research. the establishment and maintenance of a good brand relationship is tantamount to laying a solid foundation for the long-term development of brand. However, the study of brand relationship can not be separated from the study of brand value, because the research of brand value is the core part of brand theory research. Although the brand theory is very rich, the systematic research on brand value is relatively few. All kinds of important brand theories, such as brand image, brand identification, brand equity, brand communication, brand positioning and so on, all involve the research of brand value to varying degrees. However, there is no agreement on the nature of brand value and its origin, and many studies are limited to the relationship between brand and consumers. On the basis of summarizing and analyzing the literature of brand theory research at home and abroad, this paper is based on the review and analysis of brand theory research literature at home and abroad. Combined with the problems exposed in the implementation of enterprise brand strategy, this paper puts forward that the research perspective of brand theory should be more on how to coordinate multi-brand stakeholders. And advocate to strengthen the brand relationship to continuously enhance the brand value. Firstly, the paper summarizes the relevant literature of brand theory at home and abroad, and discusses the influence of brand relationship on brand value creation. Secondly, through the analysis of the evolution process of brand relationship, and combined with the relevant principles of ecology, this paper expounds that it is of great significance for the further study of brand theory based on the perspective of brand stakeholders. Thirdly, combined with the current brand theory research hotspots-brand relationship research and sociological related principles, this paper expounds the necessity and possibility of building brand relationship network and its significance to enhance brand value and promote brand development. Then, through the review of brand value theory based on stakeholder interaction, this paper identifies the differences of different stakeholders' needs, expounds the significance of effective interaction to brand value creation, and puts forward the mechanism framework of brand value creation. Finally, a sub-brand relationship network within the enterprise is constructed, and it is more conducive to the development of the enterprise brand through the optimization design of the organizational structure.
【學(xué)位授予單位】：重慶交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 許慧;許家林;;中國企業(yè)社會責(zé)任信息披露現(xiàn)狀解析與思考——基于中國95家上市公司的經(jīng)驗證據(jù)[J];會計論壇;2011年02期

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本文編號：2487797