本文選題：品牌 + 品牌危機�。� 參考：《西安科技大學》2008年碩士論文

【摘要】： 21世紀是品牌發(fā)展的世紀,品牌發(fā)揮著越來越重要的作用。一個企業(yè)如果沒有強勢品牌的支撐,很難在殘酷的競爭環(huán)境中生存和發(fā)展。對我國企業(yè)而言,由于其品牌建設和品牌預警方面認識上存在很大誤區(qū),導致品牌危機事件頻頻發(fā)生,并越來越成為企業(yè)發(fā)展過程中的絆腳石。在此情況下,企業(yè)如何盡早地監(jiān)測、識別、診斷和評價品牌危機,如何及時采取有效方案擺脫危機的威脅或減小危機帶來的損害,以使品牌恢復安全狀態(tài),對我國企業(yè)管理者來說已經(jīng)成為亟需解決的難題。對此,本論文就如何構建一套既能預警品牌危機又能維護品牌安全的企業(yè)品牌危機預警系統(tǒng)進行了深入探討。 首先,本文在對國內(nèi)外品牌危機預警相關理論研究現(xiàn)狀進行簡要回顧的基礎上,重新對企業(yè)品牌危機的概念進行了界定,并從品牌自身以及品牌所處內(nèi)外環(huán)境入手深入分析了品牌危機產(chǎn)生的原因;其次,針對現(xiàn)今我國企業(yè)品牌管理的不足,構建了一套系統(tǒng)的、可操作的品牌危機預警評價指標體系,設計了相關的品牌危機預警管理系統(tǒng);最后,通過實例重點說明了品牌危機評價子系統(tǒng)的實現(xiàn)過程,完成了對品牌危機科學的量化評價。本論文在研究過程中,得出以下結論: (1)企業(yè)現(xiàn)有的品牌管理忽略了品牌的安全管理職能,主要表現(xiàn)在對品牌管理失誤的成因缺乏研究,對品牌的環(huán)境狀態(tài)以及品牌的管理過程和狀態(tài)缺乏系統(tǒng)的程序性的監(jiān)測,因而對企業(yè)今后可能出現(xiàn)的品牌危機無法及時有效地進行預警和預控。 (2)品牌危機的發(fā)生和發(fā)展有一定的征兆,而這些征兆在一定程度上是可以識別和探測到的,并且通過品牌危機評價指標可以實現(xiàn)對品牌危機的量化評價,因此對品牌危機進行預警和預控是可以實現(xiàn)的。 (3)為有效地防范和避免品牌危機的打擊,企業(yè)應該對現(xiàn)有品牌管理模式進行重構,增加危機預警的職能,構建具有品牌危機預警和預控功能的新型品牌管理體系。
[Abstract]:The 21st century is the century of brand development, brand plays a more and more important role. If an enterprise does not have the strong brand support, it is very difficult to survive and develop in the cruel competition environment. For Chinese enterprises, because of the misunderstanding in brand construction and brand warning, brand crisis occurs frequently and becomes a stumbling block in the process of enterprise development. In this context, how to monitor, identify, diagnose and evaluate brand crises as early as possible, and how to take effective measures to get rid of the threat of the crisis or reduce the damage caused by the crisis in order to restore the brand to a safe state, It has become an urgent problem for the managers of enterprises in our country. Therefore, this paper discusses how to build a brand crisis warning system which can not only warn brand crisis but also maintain brand safety. First of all, based on a brief review of domestic and foreign brand crisis early warning theory, this paper redefines the concept of enterprise brand crisis. And from the brand itself and the internal and external environment of the brand in-depth analysis of the causes of the brand crisis; secondly, in view of the shortcomings of brand management in our country, a set of system, Finally, the realization process of brand crisis evaluation subsystem is explained through an example, and the quantitative evaluation of brand crisis science is completed. In the course of the research, the following conclusions are drawn: 1) the existing brand management neglects the brand safety management function, which is mainly reflected in the lack of research on the causes of brand management errors, the lack of systematic and procedural monitoring of the brand environmental state and the brand management process and state. As a result, the brand crisis that the enterprise may appear in the future can not timely and effectively carry out early warning and pre-control. 2) the occurrence and development of brand crisis have certain signs, and these symptoms can be identified and detected to some extent, and the quantitative evaluation of brand crisis can be realized through the evaluation index of brand crisis. Therefore, the brand crisis warning and pre-control can be achieved. In order to effectively prevent and avoid the attack of brand crisis, enterprises should reconstruct the existing brand management mode, increase the function of crisis warning, and construct a new brand management system with the function of brand crisis warning and pre-control.
【學位授予單位】：西安科技大學
【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2條

1 王項奎;;商業(yè)企業(yè)品牌危機預警系統(tǒng)的模型設計和流程[J];北方經(jīng)貿(mào);2012年02期

2 姜寶山;寇立軍;呂濤;;企業(yè)品牌危機起因分析及啟示[J];會計之友;2012年09期

相關碩士學位論文 前6條

1 彭俊;第三方物流企業(yè)品牌風險評價研究[D];武漢理工大學;2010年

2 石博;信息技術產(chǎn)品品牌風險影響因素研究[D];東華大學;2012年

3 呂濤;企業(yè)品牌危機預警評價研究[D];沈陽航空航天大學;2011年

4 于艷花;基于故障樹分析理論的高速公路預警系統(tǒng)研究[D];西安建筑科技大學;2012年

5 左樹芳;農(nóng)村彩電消費者滿意度預警模型研究[D];遼寧工程技術大學;2012年

6 王彥君;汽車制造企業(yè)品牌危機管理研究[D];蘭州理工大學;2011年

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本文編號：1957898