本文選題：品牌資產(chǎn) + 創(chuàng)新增值策略�。� 參考：《天津大學(xué)》2006年碩士論文

【摘要】： 當(dāng)今中國(guó)市場(chǎng),將成為國(guó)內(nèi)外品牌之戰(zhàn)的寶地,對(duì)企業(yè)而言,評(píng)價(jià)一個(gè)品牌的優(yōu)劣,最常用的概念就是品牌資產(chǎn)。由于對(duì)品牌資產(chǎn)沒(méi)有一個(gè)統(tǒng)一的定義,造成了企業(yè)對(duì)品牌資產(chǎn)的片面理解,認(rèn)為品牌資產(chǎn)就是產(chǎn)品溢價(jià)、廣告效果或者市場(chǎng)占有率,將品牌資產(chǎn)的經(jīng)營(yíng)理解為形象設(shè)計(jì)、促銷、廣告等單純的營(yíng)銷策略,忽視品牌資產(chǎn)的可增值性和可持續(xù)發(fā)展性,造成了品牌資產(chǎn)的嚴(yán)重流失! 文章將針對(duì)山東省名牌資產(chǎn)的特點(diǎn),分析品牌資產(chǎn)的要素構(gòu)成以及經(jīng)營(yíng)過(guò)程中存在的問(wèn)題,對(duì)增值瓶頸做出行業(yè)分析,為企業(yè)提供行業(yè)分析結(jié)果,并在經(jīng)濟(jì)學(xué)的邊際理論基礎(chǔ)上提出品牌資產(chǎn)增值過(guò)程中對(duì)要素投入進(jìn)行控制的理論方法。 本文共分為6個(gè)部分,第一部分,緒論,闡述本文研究的目的及意義,第二部分對(duì)品牌及品牌資產(chǎn)進(jìn)行理論綜述;第三部分對(duì)品牌資產(chǎn)要素進(jìn)行分類、分析和結(jié)構(gòu)分層;第四部分對(duì)山東省的名牌資產(chǎn)現(xiàn)狀進(jìn)行描述;第五部分運(yùn)用宏觀層次分析法從行業(yè)角度對(duì)品牌資產(chǎn)進(jìn)行要素分析,并提出影響品牌資產(chǎn)的要素投入邊際模型;第六部分對(duì)前面的分析結(jié)果進(jìn)行策略研究。
[Abstract]:Nowadays, the Chinese market will become a valuable place for domestic and foreign brands. For enterprises, the most commonly used concept to evaluate a brand is brand equity. The lack of a unified definition of brand equity has led to a one-sided understanding of brand equity, which is considered to be product premium, advertising effect or market share. The management of brand equity is understood as image design and promotion. Advertising and other simple marketing strategies, ignoring the value-added and sustainable development of brand equity, caused a serious loss of brand equity! According to the characteristics of famous brand assets in Shandong Province, this paper will analyze the elements of brand assets and the problems in the process of management, and make an industry analysis of value-added bottlenecks to provide industry analysis results for enterprises. On the basis of the marginal theory of economics, this paper puts forward the theoretical method of controlling the factor input in the process of brand equity appreciation. This paper is divided into six parts, the first part, the introduction, the purpose and significance of this study, the second part of the brand and brand equity theoretical review, the third part of the elements of brand equity classification, analysis and structural stratification; The fourth part describes the current situation of the famous brand assets in Shandong Province. The fifth part uses the macro analytic hierarchy process to analyze the factors of the brand assets from the perspective of the industry, and puts forward the marginal model of the factor investment that affects the brand equity. The sixth part carries on the strategy research to the above analysis result.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F273.2

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