【摘要】：隨著時(shí)代的進(jìn)步，經(jīng)濟(jì)的發(fā)展，國(guó)際間的競(jìng)爭(zhēng)關(guān)系，已然演變成大型企業(yè)間的競(jìng)爭(zhēng)、知名品牌間的競(jìng)爭(zhēng)。西方經(jīng)濟(jì)學(xué)者稱品牌為經(jīng)濟(jì)的“原子彈”，認(rèn)為它是最有價(jià)值甚至能夠獲取暴利的投資，一個(gè)成功的品牌，它的資產(chǎn)價(jià)值不可估量。隨著我國(guó)國(guó)民經(jīng)濟(jì)的快速發(fā)展和國(guó)際化趨勢(shì)的加劇，市場(chǎng)競(jìng)爭(zhēng)變得越來越激烈，中國(guó)企業(yè)為了能夠在這樣的環(huán)境中得到良好生存和長(zhǎng)遠(yuǎn)發(fā)展，陸續(xù)運(yùn)用起品牌這一武器，品牌的時(shí)代隨之到來。 美國(guó)品牌學(xué)者利用生物隱喻的方法，將品牌描述成一個(gè)“復(fù)雜的生物”，這已得到學(xué)術(shù)界的普遍認(rèn)可。運(yùn)用生態(tài)學(xué)理論對(duì)品牌進(jìn)行研究分析，是21世紀(jì)品牌研究的新視角。品牌，作為一種復(fù)雜生物，不是孤立存在的，與其他生命體一樣，品牌存在于一定的生態(tài)環(huán)境中，品牌與其所處的生態(tài)環(huán)境共同地構(gòu)成品牌生態(tài)系統(tǒng)。從整個(gè)生態(tài)系統(tǒng)的角度對(duì)品牌狀況進(jìn)行分析會(huì)更加全面，更有利于企業(yè)的品牌建設(shè)活動(dòng)。 上個(gè)世紀(jì)六十年代末，作為我國(guó)唯一的越野軍車定點(diǎn)單位“陜西汽車制造廠籌備處”在陜西省寶雞市蔡家坡建立；八十年代后期落戶西安，更名為“陜西汽車制造總廠”；二十一世紀(jì)以來，經(jīng)過多次整合，2002年陜西重型汽車有限公司成立。作為一個(gè)西部的制造型企業(yè)，，陜汽的發(fā)展讓人們覺得漫長(zhǎng)而又艱難。然而，2007年在《21世紀(jì)經(jīng)濟(jì)報(bào)道》與Interbrand品牌咨詢公司聯(lián)辦的“中國(guó)最佳品牌建設(shè)案例評(píng)選”活動(dòng)中，陜汽榮獲最佳品牌建設(shè)貢獻(xiàn)獎(jiǎng)，被收錄于《中國(guó)最佳品牌建設(shè)案例》，并入選國(guó)內(nèi)頂尖商學(xué)院MBA教學(xué)案例；2011年“亞洲品牌500強(qiáng)”排行榜中，中國(guó)陜汽重卡榮膺“中國(guó)品牌冠軍”大獎(jiǎng)。陜汽創(chuàng)造了中國(guó)重型汽車行業(yè)品牌建設(shè)的奇跡。本文嘗試從品牌生態(tài)系統(tǒng)角度對(duì)陜汽品牌建設(shè)進(jìn)行研究，希望能夠?yàn)槠淦放平ㄔO(shè)提出有效措施并對(duì)其他企業(yè)品牌建設(shè)給予一定的啟示。 本文首先是對(duì)品牌、品牌戰(zhàn)略、品牌生態(tài)系統(tǒng)理論進(jìn)行詳細(xì)介紹，了解到企業(yè)進(jìn)行品牌建設(shè)的重要性和品牌生態(tài)系統(tǒng)的詳盡內(nèi)容；其次分析了我國(guó)汽車工業(yè)發(fā)展所經(jīng)歷的三個(gè)階段和我國(guó)汽車品牌從創(chuàng)立到發(fā)展再到如今進(jìn)行沖刺的狀況；然后從品牌生態(tài)系統(tǒng)各個(gè)子系統(tǒng)及子系統(tǒng)內(nèi)各個(gè)要素對(duì)陜西汽車集團(tuán)有限公司進(jìn)行分析，詳盡了解各要素對(duì)品牌建設(shè)的影響；最后提出陜汽應(yīng)加快集團(tuán)化發(fā)展、宣傳企業(yè)文化、不斷進(jìn)行新能源的研究和開發(fā)等來繼續(xù)其企業(yè)品牌建設(shè)活動(dòng)，并且從提高企業(yè)的品牌意識(shí)、進(jìn)行技術(shù)與管理創(chuàng)新、企業(yè)文化的培養(yǎng)和戰(zhàn)略聯(lián)盟構(gòu)建等方面對(duì)其他企業(yè)品牌建設(shè)給予一定的啟示。
[Abstract]:With the progress of the times, the development of economy and the international competition, the competition between large enterprises and famous brands has evolved. Western economists call the brand the "atomic bomb" of the economy, calling it the most valuable and even lucrative investment, a successful brand whose assets are invaluable. With the rapid development of our national economy and the intensification of the trend of internationalization, the market competition is becoming more and more fierce. In order to be able to survive and develop in such an environment, Chinese enterprises have been using brand as a weapon one after another. The era of brand came with it. American brand scholars use biological metaphor to describe the brand as a "complex organism", which has been widely recognized by the academic community. Applying ecological theory to brand research and analysis is a new perspective of brand research in the 21 st century. Brand, as a complex organism, does not exist in isolation. Like other living things, brand exists in a certain ecological environment, and brand and its ecological environment constitute the brand ecosystem together. From the point of view of the whole ecosystem, the analysis of brand status will be more comprehensive, more conducive to brand building activities. At the end of 1960s, as the only designated unit of off-road military vehicles in China, the preparation Office of Shaanxi Automobile Factory was established in Cai Jiapo, Baoji City, Shaanxi Province, and settled in Xi'an in the late eighties and changed its name to "Shaanxi Automobile Manufacturing General Factory". Since the 21 century, after many integration, in 2002 Shaanxi heavy truck Co., Ltd. was established. As a western manufacturing enterprise, the development of Shaanxi Auto makes people feel long and difficult. However, in 2007, in the "China Best Brand Construction case selection" jointly organized by 21st Century Economic report and Interbrand Brand Consulting Company, Shaanxi Auto won the Best Brand Construction contribution Award, which was included in "China Best Brand Construction case". And selected the top domestic business school MBA teaching cases; In the top 500 Asian brands list in 2011, China Shaanxi Auto heavy Card won the China Brand Championship Award. Shaanxi Auto has created a miracle of brand building in China's heavy-duty automobile industry. This paper attempts to study the brand construction of Shaanqi from the perspective of brand ecosystem, hoping to put forward effective measures for its brand construction and give some enlightenment to other enterprises' brand construction. First of all, this paper introduces the theory of brand, brand strategy and brand ecosystem in detail, and finds out the importance of brand construction and the detailed contents of brand ecosystem. Secondly, it analyzes the three stages of the development of China's automobile industry and the situation of the automobile brands in our country from the founding to the development and then to the sprint. Then from the brand ecosystem each subsystem and each factor inside the subsystem carries on the analysis to the Shaanxi automobile group limited company, understands each essential factor to the brand construction influence in detail; Finally, it is proposed that Shaanxi Auto should speed up the development of collectivization, propagate the enterprise culture, carry on the research and development of new energy constantly to continue its enterprise brand building activities, and carry on the technology and management innovation from raising the brand consciousness of the enterprise, carrying on the technology and management innovation. The cultivation of enterprise culture and the construction of strategic alliance give some enlightenment to other enterprise brand construction.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.471

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本文編號(hào)：2356722