本文關鍵詞：BJ化妝品公司品牌授權管理研究　出處：《華東理工大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 品牌授權 操作策略 化妝品行業(yè)

【摘要】：全球經濟一體化的進程,使得產品的競爭轉向品牌的競爭。品牌授權正是順應這種市場環(huán)境而產生的一種新型的、高效的經營方式。起源于100多前米老鼠卡通形象的商品化,品牌授權被證明是品牌建設和品牌擴張的有效手段,許多企業(yè)將其作為重要的市場營銷工具,取得了巨大的成功,越來越受到全球市場的關注,被譽為21世紀最有前途的經營模式。 品牌授權將品牌的所有權和經營權分離,使品牌的無形價值通過商品化授權轉化為實際收益。這種新型的經營方式較之傳統(tǒng)的經營方式有著獨特的優(yōu)勢和操作方法。我國引入品牌授權比較晚,很多行業(yè)的經營者在缺乏理論認識和實踐經驗的情況下,運用品牌授權具有一定的盲目性,往往是脫離實際地效仿成功企業(yè)的案例,缺乏可行的操作策略,不僅難以獲得長期穩(wěn)定的收益,反而使品牌形象受損。 本論文以BJ化妝品公司進行的CZ品牌授權為課題進行了研究。在總結國內外研究成果的基礎上,本文首先通過文獻分析和實踐研究,闡明了品牌授權概念、基本要素、授權方式、分類及意義、實踐中品牌授權的基本模式、基本運作方法和應注意的問題；其次,介紹了BJ化妝品公司品牌授權實踐的經營背景和具體的操作策略；然后,著重對該公司品牌授權進行了分析和績效評價,總結其成功和有待改進的方面,針對性提出了改善建議；最后,總結了品牌授權對企業(yè)經營的意義以及應注意的關鍵操作策略。
[Abstract]:The process of global economic integration makes the competition of products turn to the competition of the brand. Brand authorization is just a new type of product which conforms to this kind of market environment. Efficient management. Originated from the commercialization of Mickey Mouse cartoon image more than 100 years ago, brand authorization has been proved to be an effective means of brand building and brand expansion, and many enterprises use it as an important marketing tool. Great success has been achieved, more and more attention by the global market, known as the most promising business model in 21th century. Brand authorization separates the ownership and management of the brand. The intangible value of the brand can be converted into actual income through the commercialization authorization. This new mode of operation has unique advantages and operation methods compared with the traditional mode of operation. The introduction of brand authorization in our country is relatively late. Many industry operators in the absence of theoretical understanding and practical experience, the use of brand authorization has a certain blindness, often out of practice imitating the case of successful enterprises, lack of feasible operational strategies. It is not only difficult to obtain long-term stable income, but also to damage the brand image. In this paper, BJ Cosmetics Company CZ brand authorization for the subject of research. On the basis of summarizing the domestic and foreign research results, this paper first through literature analysis and practical research. This paper expounds the concept, basic elements, ways, classification and significance of brand authorization, the basic mode of brand authorization in practice, the basic operation methods and the problems to be paid attention to. Secondly, it introduces the operating background and specific operation strategy of BJ cosmetics company brand authorization practice. Then, the author analyzes and evaluates the company's brand authorization, summarizes its success and the aspects that need to be improved, and puts forward some suggestions for improvement. Finally, the significance of brand authorization to enterprise management and the key operation strategies should be paid attention to are summarized.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2;F724.2

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本文編號：1381302