本文選題：品牌　切入點(diǎn)：品牌競(jìng)爭(zhēng)力　出處：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 隨著經(jīng)濟(jì)全球化和市場(chǎng)經(jīng)濟(jì)的發(fā)展,品牌作為一種無(wú)形資產(chǎn),已經(jīng)在現(xiàn)代企業(yè)競(jìng)爭(zhēng)中起著至關(guān)重要的作用。而我國(guó)企業(yè)品牌競(jìng)爭(zhēng)力的弱勢(shì)是明顯的,我們所面臨的品牌競(jìng)爭(zhēng)挑戰(zhàn)也將更加嚴(yán)峻。 本文在邏輯上分為四個(gè)部分: 第一部分,對(duì)品牌和品牌競(jìng)爭(zhēng)力的概述。首先介紹了品牌的三個(gè)特點(diǎn),即排他性、價(jià)值性和穩(wěn)定性與更新性。然后對(duì)品牌的構(gòu)成要素進(jìn)行分析,提出品牌由品牌品質(zhì)、品牌文化、品牌支持和品牌影響力四方面構(gòu)成,其中包括產(chǎn)品質(zhì)量、產(chǎn)品形象、品牌標(biāo)識(shí)等顯性因素和品牌文化、品牌影響力、品牌個(gè)性等隱形因素以及物流、終端、公關(guān)等支持因素。其次,對(duì)品牌競(jìng)爭(zhēng)力的內(nèi)涵進(jìn)行了分析,指出了品牌競(jìng)爭(zhēng)力是一種比較力,是在企業(yè)生產(chǎn)經(jīng)營(yíng)過(guò)程中形成的,是動(dòng)態(tài)的產(chǎn)物,而不是靜態(tài)要素的結(jié)果。最后提出我國(guó)企業(yè)提升品牌競(jìng)爭(zhēng)力的必然性。 第二部分,對(duì)我國(guó)品牌管理現(xiàn)狀的分析。首先分析了我國(guó)企業(yè)品牌的發(fā)展現(xiàn)狀,肯定我國(guó)企業(yè)品牌在發(fā)展過(guò)程中取得的成績(jī),然后指出我國(guó)企業(yè)品牌與國(guó)際品牌在產(chǎn)品規(guī)模和出口創(chuàng)匯能力上、在品牌增值創(chuàng)利能力上、在品牌知識(shí)產(chǎn)權(quán)上以及在品牌管理上的差距,最后對(duì)影響我國(guó)企業(yè)品牌競(jìng)爭(zhēng)力提升的制約因素進(jìn)行了深入分析,包括不發(fā)達(dá)的市場(chǎng)經(jīng)濟(jì)發(fā)展水平,缺乏品牌意識(shí),科技投入大與科技成果轉(zhuǎn)化率低的矛盾以及我國(guó)企業(yè)品牌發(fā)展誤區(qū)等四個(gè)方面。 第三部分,通過(guò)案例分析,對(duì)在我國(guó)品牌競(jìng)爭(zhēng)力提升過(guò)程中出現(xiàn)的主要成功的經(jīng)驗(yàn)和失敗的教訓(xùn)進(jìn)行全面探討。首先是反面案例的呈現(xiàn),包括了對(duì)“大寶”、、“聯(lián)想”、“三鹿”等品牌在發(fā)展過(guò)程中出現(xiàn)的問(wèn)題進(jìn)行分析和反思。然后是正面案例的呈現(xiàn),即對(duì)“五糧液”、青島企業(yè)品牌發(fā)展實(shí)踐的分析以及經(jīng)驗(yàn)的總結(jié)。 第四部分,提出提升我國(guó)企業(yè)品牌競(jìng)爭(zhēng)力的建議。主要從政府和企業(yè)兩個(gè)角度進(jìn)行了分析。首先從政府的角度,指出了政府應(yīng)該致力于促進(jìn)市場(chǎng)經(jīng)濟(jì)發(fā)展的同時(shí)優(yōu)化企業(yè)品牌競(jìng)爭(zhēng)力提升的社會(huì)經(jīng)濟(jì)環(huán)境。然后從企業(yè)自身的角度,提出了四個(gè)問(wèn)題的思考,即科學(xué)品牌定位、堅(jiān)持品牌集團(tuán)化和多元化發(fā)展以及怎么樣在與國(guó)外品牌的競(jìng)爭(zhēng)中學(xué)習(xí),在學(xué)習(xí)中競(jìng)爭(zhēng)。
[Abstract]:With the development of economic globalization and market economy, brand, as an intangible asset, has played an important role in the competition of modern enterprises. Our brand competition challenge will also be more severe. This paper is logically divided into four parts:. The first part is an overview of brand and brand competitiveness. Firstly, it introduces the three characteristics of brand, namely, exclusiveness, value, stability and renewal. Brand culture, brand support and brand influence, including product quality, product image, brand identity and other dominant factors and brand culture, brand influence, brand personality and other hidden factors, as well as logistics, terminal, etc. Secondly, it analyzes the connotation of brand competitiveness, and points out that brand competitiveness is a kind of comparative force, formed in the process of enterprise production and operation, and is a dynamic product. It is not the result of static factors. Finally, the inevitability of promoting brand competitiveness of Chinese enterprises is put forward. In the second part, the author analyzes the current situation of brand management in our country. Firstly, it analyzes the current situation of the development of Chinese enterprise brand, and affirms the achievements made in the process of the development of Chinese enterprise brand. Then it points out the gap between Chinese enterprise brand and international brand in product scale, export foreign exchange earning ability, brand value-added earning ability, brand intellectual property right and brand management. At last, it analyzes the restrictive factors that affect the promotion of brand competitiveness of Chinese enterprises, including the underdeveloped level of market economy, lack of brand awareness, The contradiction between the big investment of science and technology and the low conversion rate of scientific and technological achievements and the misunderstanding of brand development in our country are four aspects. The third part, through the case analysis, discusses the main successful experiences and the lessons of the failure in the process of promoting the brand competitiveness of our country. It includes the analysis and reflection of the problems in the development process of the brands such as "Da Bao", "Lenovo", "Sanlu" and so on, and then the presentation of positive cases, that is, the analysis of "Wuliangye", the analysis of Qingdao enterprise brand development practice and the summary of experience. In the fourth part, the author puts forward some suggestions on how to improve the brand competitiveness of Chinese enterprises. It mainly analyzes from the angle of government and enterprise. First of all, from the angle of government, This paper points out that the government should devote itself to promoting the development of market economy and optimizing the social and economic environment for the promotion of enterprise brand competitiveness. Then, from the angle of the enterprise itself, it puts forward four problems, that is, scientific brand positioning. Adhere to brand collectivization and diversified development and how to learn in competition with foreign brands, in learning competition.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張冀;中國(guó)郵政儲(chǔ)蓄銀行的品牌經(jīng)營(yíng)戰(zhàn)略研究[D];電子科技大學(xué);2010年

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本文編號(hào)：1663075