本文選題：品牌授權(quán)　切入點(diǎn)：組織結(jié)構(gòu)　出處：《上海外國語大學(xué)》2014年碩士論文

【摘要】：始自卡通人物商品化，品牌授權(quán)在國外已有100多年的歷史，并正成為21世紀(jì)最有發(fā)展前景的產(chǎn)業(yè)之一。從米老鼠（Mickey）的經(jīng)久不衰，到凱蒂貓（Hello Kitty）的廣受歡迎，品牌授權(quán)已經(jīng)被證明為品牌建設(shè)和品牌擴(kuò)張的有效工具，為娛樂品牌建設(shè)和國際文化傳播做出了突出貢獻(xiàn)。近兩年，為深入貫徹中共“扎實(shí)推進(jìn)社會(huì)主義文化強(qiáng)國建設(shè)，將文化產(chǎn)業(yè)發(fā)展成為國民經(jīng)濟(jì)支柱性產(chǎn)業(yè)”的戰(zhàn)略任務(wù)，文化品牌的建設(shè)，尤其是影視、動(dòng)漫產(chǎn)業(yè)的品牌建設(shè)和發(fā)展已被列為推動(dòng)中國文化產(chǎn)業(yè)發(fā)展的重要工作。作為中國品牌授權(quán)業(yè)務(wù)的主要運(yùn)營者，中國本土品牌授權(quán)代理商的蓬勃發(fā)展必將有力推動(dòng)我國文化品牌建設(shè)，促進(jìn)我國文化產(chǎn)業(yè)的持久健康發(fā)展。 鑒于品牌授權(quán)在中國市場(chǎng)的起步相對(duì)較晚，國內(nèi)對(duì)于品牌授權(quán)的理論研究還不夠完善，尤其是針對(duì)中國本土的“品牌授權(quán)代理商”的理論研究更不多見，，因而大多數(shù)中國本土品牌授權(quán)代理商的發(fā)展具有一定的盲目性，往往是簡單效仿國外成功案例，脫離行業(yè)及企業(yè)實(shí)際現(xiàn)狀，缺乏可行性發(fā)展策略，無法實(shí)現(xiàn)快速、健康、穩(wěn)定運(yùn)營。 本文在借鑒國內(nèi)外品牌授權(quán)相關(guān)研究成果基礎(chǔ)上，以天絡(luò)行為例，首先全面分析中國本土品牌授權(quán)代理商的發(fā)展現(xiàn)狀，并重點(diǎn)分析阻礙中國本土品牌授權(quán)代理商發(fā)展的外部因素和內(nèi)在問題，以及所面臨的發(fā)展機(jī)遇。通過研究發(fā)現(xiàn)，目前以天絡(luò)行為代表的中國本土品牌授權(quán)代理商普遍處于企業(yè)規(guī)模和業(yè)務(wù)規(guī)模較小、授權(quán)模式單一、授權(quán)收入不均衡且授權(quán)項(xiàng)目成功率低且市場(chǎng)表現(xiàn)不佳的發(fā)展現(xiàn)狀。同時(shí)，本土品牌授權(quán)代理商的發(fā)展也面臨著代理品牌資源不足、品牌可控度低、產(chǎn)業(yè)環(huán)境不完善、盜版商品彌漫等外部影響因素，以及缺乏專業(yè)人才、缺少科學(xué)的品牌評(píng)估體系和品牌本土化發(fā)展策略、未建立專業(yè)的被授權(quán)評(píng)估體系和授權(quán)項(xiàng)目運(yùn)作體系等顯著的內(nèi)部問題，為其授權(quán)業(yè)務(wù)的穩(wěn)健發(fā)展帶來障礙。 但通過進(jìn)一步研究也發(fā)現(xiàn)，由于近年來國際市場(chǎng)經(jīng)濟(jì)環(huán)境的轉(zhuǎn)變和國內(nèi)文化及產(chǎn)業(yè)環(huán)境的逐步完善、國內(nèi)企業(yè)的市場(chǎng)策略調(diào)整，再加上新媒體的迅速發(fā)展都為本土品牌授權(quán)代理商帶來了可見和潛在的發(fā)展機(jī)會(huì)�；谝陨蠈�(duì)本土品牌授權(quán)代理商的發(fā)展現(xiàn)狀、面臨的內(nèi)外阻礙因素及市場(chǎng)發(fā)展機(jī)會(huì)等的分析和研究，本文進(jìn)一步重點(diǎn)結(jié)合天絡(luò)行的實(shí)踐經(jīng)驗(yàn)，就如何掃除內(nèi)部發(fā)展障礙、屏蔽外部環(huán)境阻力、有力運(yùn)用發(fā)展機(jī)會(huì)、突破發(fā)展現(xiàn)狀有針對(duì)性地提出了本土品牌授權(quán)代理商在內(nèi)部結(jié)構(gòu)完善、人才招聘和培養(yǎng)方法、合理穩(wěn)固品牌結(jié)構(gòu)的構(gòu)建、專業(yè)業(yè)務(wù)運(yùn)作體系的建立、產(chǎn)業(yè)環(huán)境阻力的規(guī)避以及授權(quán)模式的擴(kuò)展等多方面的發(fā)展或改善對(duì)策。
[Abstract]:Since the commercialization of cartoon characters, brand licensing in foreign countries has been 100 years of history, and has become one of the most promising industries in twenty-first Century. From the Mickey Mouse (Mickey) of the enduring, to Hello Kitty (Hello Kitty) popular brand licensing has been proven as an effective tool for brand building and brand the expansion, made outstanding contributions to the construction of international cultural communication and entertainment brand. In recent years, to further implement the "push forward the construction of socialist culture and power, the task will become a strategic pillar industry of the national economy the development of cultural industries, cultural brand building, especially television, brand building and the development of animation industry has been as an important work to promote the development of cultural industry. Chinese leading operators as Chinese brand licensing business, China local brand licensing agents will flourish with force in China The construction of the brand is to promote the sustainable and healthy development of the cultural industry in China.
In view of brand licensing in Chinese market started relatively late, the domestic study on brand licensing is still not perfect, especially for the China native "brand licensing is more rare, so the theoretical research agent" most Chinese local brands licensingagents developed has certain blindness, often simply follow foreign successful cases from the industry, and the actual status of the company, the lack of feasibility of development strategy, to achieve rapid, healthy and stable operation.
Based on the research of brand licensing basis of the relevant research results, to network behavior, this paper gives a comprehensive analysis of the current situation of the development of China local brand licensing agents, and focuses on the analysis of external factors that hinder the development of Chinese local brand licensing agents and the internal problems and opportunities facing. Through the study found that, at present day network behavior on behalf of the Chinese local brand licensing agents in general scale enterprises and the small business scale, authorization mode is single, licensing income is not balanced and authorizes the project development of low success rate and poor performance of the market situation. At the same time, the local brand licensing agents acting brand development is also facing a lack of resources, brand controllable degree is low, the industrial environment is not perfect pirated goods, etc. diffuse external influence factors, and the lack of professional talents, lack of brand evaluation system and the development of soil science brand Strategies, without the establishment of significant internal problems such as the professional accredited evaluation system and the authorized project operation system, have brought obstacles to the robust development of its authorized business.
But through further research also found that due to the international market changes in the economic environment and domestic culture and industry environment gradually improved, the market strategy of domestic enterprises, the rapid development of coupled with the new media for the local brand licensing agents bring visible and potential development opportunities. The development status of local brand licensing agents based on analysis and research is facing internal and external obstacles and market development opportunities, we further focus on the combination of the day network experience, how to eliminate the internal obstacles to development, shielding external environment resistance, with strong development opportunities, the current situation of the development of breakthrough puts forward the local brand licensing agents in internal structure improvement, recruitment and training methods, reasonable construction firm brand structure, establish professional business operation system, to avoid the resistance of industrial environment And the expansion of the authorization model and other aspects of the development or improvement of countermeasures.

【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F723

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