本文選題：建筑陶瓷 + 品牌創(chuàng)新　； 參考：《景德鎮(zhèn)陶瓷學(xué)院》2008年碩士論文

【摘要】： 伴隨著市場競爭的日益激烈,品牌對企業(yè)在提升其企業(yè)形象、增加效益、提高市場競爭力等方面的作用非常大,品牌是企業(yè)一筆巨大的無形的資產(chǎn)。目前建筑陶瓷品牌存在的問題大致有:建筑陶瓷品牌缺乏影響力、品牌理念落后、品牌策略不完善、品牌資產(chǎn)評測系統(tǒng)不健全等等。這些問題的存在嚴(yán)重制約著建筑陶瓷品牌的發(fā)展,因此品牌創(chuàng)新迫在眉睫。 品牌創(chuàng)新是指隨著企業(yè)經(jīng)營環(huán)境變化和消費(fèi)者需求變化,品牌內(nèi)涵和表現(xiàn)形式也要適應(yīng)時(shí)代的變化和科技的進(jìn)步,以適應(yīng)社會經(jīng)濟(jì)發(fā)展的需要;品牌創(chuàng)新就是創(chuàng)造新的品牌、創(chuàng)造品牌新的應(yīng)用、引進(jìn)和轉(zhuǎn)讓品牌資產(chǎn)來實(shí)現(xiàn)品牌的管理活動(dòng),品牌創(chuàng)新也是指企業(yè)要通過創(chuàng)造出競爭對手所不具備的先進(jìn)技術(shù)和手段,提供比競爭對手更加完善的服務(wù),滿足顧客更新更高的需求,來保持和發(fā)展品牌的一種全新的經(jīng)濟(jì)活動(dòng)。品牌創(chuàng)新是企業(yè)在當(dāng)今復(fù)雜的市場競爭過程中以不斷的變化求得競爭優(yōu)勢的重要途徑之一。品牌創(chuàng)新是克服品牌老化的有效途徑。 建筑陶瓷品牌創(chuàng)新,先從品牌管理及品牌創(chuàng)新理論入手,對建筑陶瓷品牌發(fā)展?fàn)顩r進(jìn)行分析,提出了建筑陶瓷品牌創(chuàng)新理念與方法;研究了建筑陶瓷品牌創(chuàng)新的策略,探討了建筑陶瓷品牌創(chuàng)新效應(yīng)分析及測評模型的構(gòu)建。
[Abstract]:With the increasingly fierce competition in the market, brand plays a very important role in improving the corporate image, increasing the efficiency and improving the market competitiveness. Brand is a huge intangible asset of the enterprise. At present, the problems of architectural ceramic brand are: lack of influence, backward brand concept, imperfect brand strategy, imperfect evaluation system of brand equity and so on. The existence of these problems seriously restricts the development of architectural ceramic brand, so brand innovation is imminent. Brand innovation means that with the change of business environment and consumer demand, the connotation and manifestation of brand should adapt to the changes of the times and the progress of science and technology in order to meet the needs of social and economic development, and brand innovation is to create new brands. Create brand new applications, introduce and transfer brand assets to achieve brand management activities. Brand innovation also means that enterprises should provide more perfect services than competitors by creating advanced technologies and means that competitors do not have. Meet the higher demand of customers to maintain and develop a brand-new economic activity. Brand innovation is one of the important ways for enterprises to obtain competitive advantages through constant changes in the process of complex market competition. Brand innovation is an effective way to overcome brand aging. Based on the brand management and brand innovation theory, this paper analyzes the development of architectural ceramic brand, puts forward the idea and method of building ceramic brand innovation, and studies the strategy of building ceramic brand innovation. This paper discusses the analysis of brand innovation effect of architectural ceramics and the construction of evaluation model.
【學(xué)位授予單位】：景德鎮(zhèn)陶瓷學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F426.71

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