A公司品牌塑造研究
發(fā)布時(shí)間：2018-11-25 17:43
【摘要】：品牌是國家形象和經(jīng)濟(jì)實(shí)力的代表，十二五規(guī)劃國家大力提倡發(fā)展國際知名品牌。中國改革開放30多年，中國經(jīng)濟(jì)高速增長，企業(yè)迅猛崛起，造就了中國世界工廠的角色。做大做強(qiáng)成了企業(yè)為國家興旺、民族強(qiáng)大的重大責(zé)任。一個(gè)知名品牌不僅代表了企業(yè)的核心競爭力，也是國家總體競爭實(shí)力的象征。品牌是企業(yè)的長期資產(chǎn)，是企業(yè)百年不衰的法寶。在中國，消費(fèi)品行業(yè)經(jīng)過了二十多年的發(fā)展，迎來了品牌營銷的鼎盛時(shí)期，可以說很少消費(fèi)品企業(yè)不重視品牌建設(shè)；而工業(yè)企業(yè)，品牌似乎是毫不相干的事情，他們往往把質(zhì)量、技術(shù)、價(jià)格、關(guān)系作為首要的關(guān)注指標(biāo)，以集團(tuán)企業(yè)為主體的特性讓他們想當(dāng)然的認(rèn)為只要注重產(chǎn)品質(zhì)量，就可以皇帝女兒不愁嫁了，他們在品牌塑造上存在認(rèn)識(shí)上的誤區(qū)，忽視了品牌在企業(yè)成長中的作用。然而像華為、因特爾、思科、三一等中外知名工業(yè)品品牌告訴我們，工業(yè)品品牌塑造才是企業(yè)走向差異化競爭的必經(jīng)之路。A公司是廣東一家生產(chǎn)鋁型材的企業(yè)，在品牌塑造方面做了一系列舉措。 本論文緊緊圍繞A公司的品牌塑造問題展開，首先回顧了品牌及品牌塑造所涉及的相關(guān)理論，為后面的分析奠定了理論基礎(chǔ)；接下來，分析了A公司所處鋁型材行業(yè)的概況,旨在深入了解A公司所處行業(yè)的基本概況、競爭對(duì)手概況和消費(fèi)者需求；然后對(duì)A公司的企業(yè)概況進(jìn)行闡述，主要從企業(yè)發(fā)展歷程、經(jīng)營狀況、業(yè)務(wù)狀況、人員及組織架構(gòu)概況、技術(shù)創(chuàng)新概況和品牌概況進(jìn)行分析；接著分析了A公司品牌塑造方面存在的問題及原因；最后分析了A公司品牌塑造的優(yōu)化策略。 A公司在工業(yè)企業(yè)中是相對(duì)具有一定的代表性，對(duì)A公司品牌塑造的研究，一方面有助于A公司提升自身的品牌形象和企業(yè)競爭力；另一方面，為其他工業(yè)品企業(yè)的品牌塑造提供了重要的參考價(jià)值和借鑒意義。
[Abstract]:Brand is the representative of national image and economic strength. More than 30 years of reform and opening up, the rapid growth of China's economy and the rapid rise of enterprises have created China's role as a world factory. Bigger and stronger has become a major responsibility of enterprises for the prosperity of the country and a strong nation. A well-known brand not only represents the core competitiveness of enterprises, but also a symbol of the overall competitive strength of the country. Brand is the enterprise's long-term assets, is the enterprise hundred years of magic weapon. In China, after more than 20 years of development, consumer goods industry ushered in the peak of brand marketing, it can be said that few consumer goods enterprises do not attach importance to brand construction; And industrial enterprises, brands seem to have nothing to do with them. They tend to take quality, technology, price, and relationships as the primary indicators of concern. The characteristics of group enterprises as the main body make them take for granted that as long as they pay attention to product quality, The emperor's daughter can not worry to marry, they have misunderstanding in brand shaping, ignoring the role of brand in the growth of enterprises. However, famous industrial brands such as Huawei, Intel, Cisco and Sany tell us that building industrial brands is the only way for enterprises to move towards differentiated competition. Company A is a Guangdong enterprise that produces aluminum profiles. Has made a series of measures in the brand shaping aspect. This paper focuses on the brand shaping of company A. Firstly, it reviews the related theories of brand and brand shaping, which lays a theoretical foundation for the later analysis. Then, the paper analyzes the general situation of aluminum profile industry in A company, in order to understand the basic situation of the industry in which A company is located, the general situation of competitors and consumer demand. Then the general situation of company A enterprise is described, mainly from the enterprise development process, business situation, personnel and organizational structure overview, technical innovation overview and brand profile analysis; Then it analyzes the problems and causes of A company's brand shaping, and finally analyzes the optimization strategy of A company's brand shaping. Company A is relatively representative in industrial enterprises. On the one hand, the research on brand shaping of company A will help company A to improve its brand image and competitiveness. On the other hand, it provides important reference value and significance for other industrial enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.3
本文編號(hào)：2356922
[Abstract]:Brand is the representative of national image and economic strength. More than 30 years of reform and opening up, the rapid growth of China's economy and the rapid rise of enterprises have created China's role as a world factory. Bigger and stronger has become a major responsibility of enterprises for the prosperity of the country and a strong nation. A well-known brand not only represents the core competitiveness of enterprises, but also a symbol of the overall competitive strength of the country. Brand is the enterprise's long-term assets, is the enterprise hundred years of magic weapon. In China, after more than 20 years of development, consumer goods industry ushered in the peak of brand marketing, it can be said that few consumer goods enterprises do not attach importance to brand construction; And industrial enterprises, brands seem to have nothing to do with them. They tend to take quality, technology, price, and relationships as the primary indicators of concern. The characteristics of group enterprises as the main body make them take for granted that as long as they pay attention to product quality, The emperor's daughter can not worry to marry, they have misunderstanding in brand shaping, ignoring the role of brand in the growth of enterprises. However, famous industrial brands such as Huawei, Intel, Cisco and Sany tell us that building industrial brands is the only way for enterprises to move towards differentiated competition. Company A is a Guangdong enterprise that produces aluminum profiles. Has made a series of measures in the brand shaping aspect. This paper focuses on the brand shaping of company A. Firstly, it reviews the related theories of brand and brand shaping, which lays a theoretical foundation for the later analysis. Then, the paper analyzes the general situation of aluminum profile industry in A company, in order to understand the basic situation of the industry in which A company is located, the general situation of competitors and consumer demand. Then the general situation of company A enterprise is described, mainly from the enterprise development process, business situation, personnel and organizational structure overview, technical innovation overview and brand profile analysis; Then it analyzes the problems and causes of A company's brand shaping, and finally analyzes the optimization strategy of A company's brand shaping. Company A is relatively representative in industrial enterprises. On the one hand, the research on brand shaping of company A will help company A to improve its brand image and competitiveness. On the other hand, it provides important reference value and significance for other industrial enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.3
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 李正良;中小企業(yè)品牌塑造誤區(qū)與對(duì)策[J];機(jī)電信息;2005年07期
2 陳錫富;;工業(yè)品牌的特點(diǎn)和戰(zhàn)略[J];現(xiàn)代管理科學(xué);2007年10期
相關(guān)碩士學(xué)位論文 前2條
1 王冬;品牌社會(huì)化塑造模式的構(gòu)建及實(shí)證分析[D];北京交通大學(xué);2012年
2 林嚴(yán);G民營企業(yè)品牌競爭力提升問題研究[D];華南理工大學(xué);2012年
，本文編號(hào)：2356922
本文鏈接：http://sikaile.net/guanlilunwen/shengchanguanlilunwen/2356922.html
最近更新
教材專著
