發(fā)布時間：2018-04-16 09:23

  本文選題：品牌 + 品牌核心力��； 參考：《湖南工業(yè)大學》2008年碩士論文

【摘要】： 隨著市場競爭格局的變化,我國企業(yè)已由純粹的產品競爭轉向品牌競爭。品牌是企業(yè)一切無形資產總和的全息濃縮,品牌競爭已成為企業(yè)提高市場競爭力和市場占有率的主要手段。品牌競爭力是企業(yè)在市場競爭中產生的比較能力,是企業(yè)核心競爭力的外在表現。目前我國很多企業(yè)品牌理念觀稚嫩,品牌意識薄弱,僅注重品牌知名度、忽視品牌美譽度,缺乏清晰的差異化的品牌定位,缺乏品牌的核心價值,缺乏長期的品牌規(guī)劃,加之技術創(chuàng)新能力與核心競爭能力弱,缺乏自主品牌,這就在一定程度上限制了我國企業(yè)品牌發(fā)展的速度,阻礙了我國企業(yè)品牌國際化的進程。因此,如何樹立中國品牌的高品質形象,提升我國企業(yè)的品牌競爭力地位,已成了考驗我國企業(yè)最棘手的難題之一。研究如何提升我國企業(yè)品牌競爭力戰(zhàn)略具有重要的理論意義和現實意義。 根據我國企業(yè)品牌競爭力弱的現實,針對我國企業(yè)品牌管理存在的問題,采取系統(tǒng)分析法、歸納演繹法、比較分析法、案例分析法、理論和實際相結合的方法、進行理論研究和規(guī)范研究,從品牌本身、企業(yè)、政府三個層面出發(fā),結合“品牌競爭力的八個結構層次”,運用現代品牌戰(zhàn)略理論,提出我國企業(yè)如下提升品牌競爭力的戰(zhàn)略措施:一是加強對品牌戰(zhàn)略的宣傳;二是營造良好的實施品牌戰(zhàn)略的社會環(huán)境;三是培育良好的實施品牌戰(zhàn)略的市場環(huán)境;四是充分發(fā)揮企業(yè)在推進戰(zhàn)略中的主體作用。
[Abstract]:With the change of market competition pattern, Chinese enterprises have changed from pure product competition to brand competition.Brand is the holographic concentration of all intangible assets, and brand competition has become the main means for enterprises to improve their market competitiveness and market share.Brand competitiveness is the comparative ability of enterprises in the market competition, is the external performance of the core competitiveness of enterprises.At present, many enterprises in our country have immature concept of brand concept, weak brand consciousness, only pay attention to brand awareness, ignore brand reputation, lack of clear differentiated brand positioning, lack of core value of brand, lack of long-term brand planning.In addition, the technical innovation ability and core competitive ability are weak and lack of independent brand, which limits the speed of brand development in our country to some extent and hinders the process of enterprise brand internationalization in our country.Therefore, how to set up the high quality image of Chinese brand and improve the competitive position of Chinese enterprises has become one of the most difficult problems to test our enterprises.It is of great theoretical and practical significance to study how to improve the brand competitiveness strategy of Chinese enterprises.According to the fact that the brand competitiveness of our country's enterprises is weak, and aiming at the problems existing in the brand management of our country's enterprises, we adopt the methods of systematic analysis, inductive deduction, comparative analysis, case analysis, theory and practice.Carry on the theoretical research and the normative research, from the brand itself, the enterprise, the government three levels, unifies "the brand competitive ability eight structure levels", uses the modern brand strategy theory,This paper puts forward the following strategic measures to enhance the brand competitiveness of Chinese enterprises: first, to strengthen the publicity of brand strategy; second, to create a good social environment for the implementation of brand strategy; third, to foster a good market environment for the implementation of brand strategy;Fourth, give full play to the main role of enterprises in the promotion strategy.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關期刊論文 前1條

1 翁朝霞;;互聯網企業(yè)品牌競爭力的構建與提升[J];現代商業(yè);2009年35期

相關碩士學位論文 前3條

1 倪玲;華帝公司品牌戰(zhàn)略研究[D];湘潭大學;2011年

2 云治;技術創(chuàng)新視角下的品牌競爭力提升戰(zhàn)略[D];內蒙古大學;2009年

3 趙慧;我國中小飲料企業(yè)的品牌提升策略研究[D];北京交通大學;2010年

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本文編號：1758293