本文關(guān)鍵詞： 澳柯瑪集團(tuán) 家電制造業(yè) 品牌運(yùn)營(yíng) 品牌戰(zhàn)略　出處：《西北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化的進(jìn)一步發(fā)展,我國(guó)經(jīng)濟(jì)正在以前所未有的速度融入世界經(jīng)濟(jì)循環(huán)當(dāng)中,全球市場(chǎng)的競(jìng)爭(zhēng)格局已經(jīng)轉(zhuǎn)變?yōu)槠放聘?jìng)爭(zhēng)格局,我國(guó)家電制造業(yè)在國(guó)際市場(chǎng)上直接面對(duì)歐美發(fā)達(dá)國(guó)家的強(qiáng)勢(shì)品牌的競(jìng)爭(zhēng),品牌運(yùn)營(yíng)戰(zhàn)略是家電制造業(yè)企業(yè)強(qiáng)大的必由之路!品牌是企業(yè)的無(wú)形資產(chǎn),是一個(gè)有價(jià)值的企業(yè)財(cái)富,品牌建設(shè)能夠提高企業(yè)在國(guó)際市場(chǎng)的核心競(jìng)爭(zhēng)力。強(qiáng)化品牌,尤其對(duì)家電制造業(yè)領(lǐng)域的企業(yè),將是非常重要的工作,其帶來(lái)的收益將是巨大的和長(zhǎng)遠(yuǎn)的。 本文以我國(guó)家電制造企業(yè)澳柯瑪為例,深入研究了澳柯瑪品牌發(fā)展歷程,通過(guò)分析澳柯瑪品牌的建設(shè)模式、建設(shè)途徑以及品牌資產(chǎn)管理狀況,并運(yùn)用列舉實(shí)例、對(duì)比分析、圖表數(shù)據(jù)分析等相結(jié)合的方法,指出澳柯瑪在品牌運(yùn)營(yíng)中存在的問(wèn)題以及產(chǎn)生諸多問(wèn)題的原因,如：品牌的國(guó)際化程度低,附加價(jià)值不高；品牌跨文化營(yíng)銷的意識(shí)的匱乏；電商發(fā)展問(wèn)題、新聞宣傳問(wèn)題、營(yíng)銷網(wǎng)絡(luò)的問(wèn)題；以市場(chǎng)為導(dǎo)向的產(chǎn)品研發(fā)機(jī)制還有待完善；體制、機(jī)制、制度建設(shè)任務(wù)等。 最后,本文提出以提升品牌價(jià)值為核心的品牌戰(zhàn)略目標(biāo),提出從產(chǎn)品本身質(zhì)量,服務(wù)的水平以及加強(qiáng)品牌的營(yíng)銷與傳播,實(shí)施準(zhǔn)確的品牌市場(chǎng)定位,加強(qiáng)品牌的推廣,加強(qiáng)品牌的維護(hù)和創(chuàng)新來(lái)提升澳柯瑪品牌運(yùn)營(yíng)的對(duì)策建議。同時(shí)提出強(qiáng)化公司品牌文化建設(shè)、提升產(chǎn)品技術(shù)創(chuàng)新能力、加強(qiáng)新興營(yíng)銷渠道建設(shè)、提升管理層核心領(lǐng)導(dǎo)力的品牌戰(zhàn)略支持措施。
[Abstract]:With the further development of economic globalization, China's economy is being integrated into the world economic cycle at an unprecedented speed. The global market competition pattern has been transformed into the brand competition pattern. In the international market, China's home appliance manufacturing industry directly faces the competition of the strong brands of the developed countries in Europe and the United States. The brand operation strategy is the only way for the household appliance manufacturing enterprises to be strong. Brand is the intangible asset of the enterprise, is a valuable enterprise wealth, brand building can improve the core competitiveness of the enterprise in the international market, strengthen the brand, especially for the field of home appliance manufacturing enterprises. It will be very important work and the benefits it will bring will be huge and long-term. This paper takes Aucoma as an example, deeply studies the development course of Aucma brand, and analyzes the construction mode, construction approach and brand asset management of Aucma brand. And using examples, comparative analysis, chart data analysis and other methods, pointed out the existing problems in the brand operation and the causes of many problems, such as: the low degree of internationalization of the brand. Added value is not high; Lack of awareness of brand cross-cultural marketing; The development of e-commerce, the issue of news publicity, the problem of marketing network; The market-oriented product R & D mechanism needs to be improved. The system, the mechanism, the system construction task and so on. Finally, this paper puts forward the brand strategic goal of promoting brand value as the core, put forward from the product itself quality, service level and strengthen brand marketing and communication, the implementation of accurate brand market positioning. Strengthen the promotion of brand, strengthen brand maintenance and innovation to improve the operation of Aucma brand. At the same time, put forward to strengthen the company brand culture construction, enhance the ability of product technology innovation. Strengthen the construction of new marketing channels, enhance the management core leadership brand strategy support measures.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.6

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