本文選題：品牌資源管理　切入點(diǎn)：品牌資源　出處：《中國海洋大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌是企業(yè)巨大的無形資產(chǎn),也是企業(yè)參與競爭的有力武器,任何企業(yè)擁有永久市場的唯一辦法就是擁有在市場上有統(tǒng)治地位的品牌。在現(xiàn)代市場競爭轉(zhuǎn)向品牌競爭的背景下,要求企業(yè)綜合運(yùn)用品牌管理策略,深度開發(fā)品牌資源,以提升品牌形象。 本論文的寫作目的正是在于研究品牌資源管理策略的創(chuàng)新,在于探索更有效的品牌資源管理模式,要求企業(yè)更加有效地利用內(nèi)外部資源、更加完善的整合企業(yè)內(nèi)外部資源,增強(qiáng)企業(yè)的市場競爭力。在傳統(tǒng)品牌管理策略并不明顯的情況下,如何有效地提高品牌知名度及美譽(yù)度、增強(qiáng)企業(yè)的市場競爭力,已成為理論界研究的焦點(diǎn)問題。 本文通過實(shí)踐總結(jié),凝練提出了品牌資源管理理論。筆者在理論綜述和環(huán)境分析的基礎(chǔ)上,提出品牌資源的觀點(diǎn),然后提出了品牌資源管理理論、品牌資源管理策略和實(shí)施。筆者認(rèn)為品牌資源管理適應(yīng)企業(yè)發(fā)展的需要,為眾多企業(yè)所青睞,成為企業(yè)增強(qiáng)市場競爭力、提高品牌知名度、品牌美譽(yù)度、增強(qiáng)發(fā)展后勁的有效途徑。如聯(lián)想、伊利等大型企業(yè)集團(tuán)紛紛與國內(nèi)外資源整合,以提升品牌影響力,如聯(lián)想與IBM PC業(yè)務(wù)的整合,為聯(lián)想品牌的國際影響力增添了“砝碼”;伊利與湖南電視臺的“快樂大本營”合作,為伊利品牌注入了更多的“時尚、年輕、快樂”的韻味,不管是聯(lián)想,還是伊利,資源的整合都是為了延伸品牌的擴(kuò)展力,一方面產(chǎn)品銷量能夠得到了增長,市場競爭力得以提高;另一方面,品牌知名度、美譽(yù)度得到迅速提高。 本文采用案例分析方法、歸納和演繹結(jié)合的研究方法及系統(tǒng)分析方法,結(jié)合當(dāng)前市場競爭背景,綜合分析當(dāng)前市場環(huán)境,總結(jié)當(dāng)前企業(yè)實(shí)踐經(jīng)驗(yàn),創(chuàng)新性的提出了品牌資源管理理論,從品牌資源的角度開展管理,初步研究了品牌資源管理的含義、特點(diǎn)、意義、原則,品牌資源管理的策略以及如何實(shí)施品牌資源管理。本文初步構(gòu)建品牌資源管理的理論體系,提出了相對比較具體的策略及實(shí)施步驟,這對當(dāng)前企業(yè)如何搞品牌管理有重要的理論指導(dǎo)意義,對企業(yè)增強(qiáng)競爭力、提高品牌知名度美譽(yù)度有重要的實(shí)踐指導(dǎo)意義。
[Abstract]:Brand is a huge intangible asset of an enterprise, and it is also a powerful weapon for an enterprise to participate in the competition. The only way for any enterprise to have a permanent market is to own a dominant brand in the market. Enterprises should make comprehensive use of brand management strategies and develop brand resources in depth in order to enhance brand image. The purpose of this thesis is to study the innovation of brand resource management strategy, to explore a more effective brand resource management model, to require enterprises to make more effective use of internal and external resources, and to integrate internal and external resources more perfectly. Under the condition that the traditional brand management strategy is not obvious, how to effectively improve the brand popularity and reputation and enhance the market competitiveness of enterprises has become the focus of theoretical research. Based on the summary of theory and environment analysis, the author puts forward the viewpoint of brand resource, and then puts forward the theory of brand resource management. Brand resource management strategy and implementation. The author thinks that brand resource management meets the needs of the development of enterprises, is favored by many enterprises, become an enterprise to enhance market competitiveness, improve brand awareness, brand reputation, Large enterprise groups such as Lenovo and Yili have integrated with domestic and foreign resources to enhance brand influence, such as Lenovo's integration with IBM PC business, It has added "weight" to the international influence of the Lenovo brand, and the cooperation between Yili and Hunan TV's "Happy Camp" has injected more "fashion, youth and happiness" into the Yili brand, whether it is Lenovo or Yili. The integration of resources is to extend the expansion of the brand, on the one hand, product sales can be increased, market competitiveness can be improved; on the other hand, brand awareness, reputation has been rapidly improved. This paper adopts the case analysis method, induces and deduces the research method and the system analysis method, combines the current market competition background, synthetically analyzes the current market environment, summarizes the current enterprise practice experience. Innovatively put forward the theory of brand resource management, carry out management from the perspective of brand resources, and preliminarily study the meaning, characteristics, significance, principle of brand resource management. The strategy of brand resource management and how to implement brand resource management. This paper preliminarily constructs the theoretical system of brand resource management, and puts forward relatively specific strategies and implementation steps. This is of great theoretical significance to the current enterprise how to carry out brand management, it is also of great practical significance to enhance the competitiveness of the enterprise and to improve the reputation of the brand.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 郝玉敏;論我國出版企業(yè)的品牌營銷策略[D];北京印刷學(xué)院;2013年

2 潘W，

本文編號：1598279