企业品牌建设：理念、实践、政策

发布时间：2018-03-05 21:17

本文选题：品牌　切入点：企业品牌建设　出处：《上海社会科学院》2009年硕士论文　论文类型：学位论文

【摘要】： 本文通过对国内外品牌理论研究的总结,发现在关于企业品牌建设的战略体系的理论构想、政策体系等方面的问题没有得到系统、全面、深入的研究。为此,本文在回顾品牌建设实践历史的基础上,提出了将品牌理论的内容与品牌实践所采用的战略进行一一对应的品牌建设战略体系,并以此为理论依据,从中国品牌的现状出发,对中国企业品牌建设中存在的问题进行了梳理,对中国移动“动感地带”品牌进行了案例分析,并在此基础上,从企业、政府、消费者和媒体等不同角度,对中国企业品牌建设提出了较为全面并具有可操作性的政策建议。本文首先对国内外的品牌理论进行了文献综述,发现国内理论研究少有学者提出完整的品牌建设战略体系,在对国内外品牌建设实践进行历史回顾的基础上,作者提出对品牌建设战略体系的构想,并以此作为后文的理论依据。接着本文结合中国品牌的现状,着重分析了中国企业在品牌建中设存在的问题,将问题归纳为以下几个方面:中国品牌发展初期遗留问题,包括品牌合资和贴牌生产;中国企业品牌建设现阶段存在的突出问题,包括产品质量不过关导致的品牌只有知名度而没有美誉度、品牌个性缺乏人性化导致的品牌忠诚度不高、品牌老化迅速导致的品牌知名度下降,以及企业在实施品牌定位、品牌形象、品牌延伸、品牌危机管理等品牌战略时出现的失误。然后本文以中国移动“动感地带”品牌为例,分析了中国移动在品牌定位、品牌营销(特别是在实施品牌联合战略)方面的出色表现,并得出对中国其他企业品牌建设的启示。最后本文为了中国企业能更好地建设品牌,向政府、企业、消费者、媒体等各方面提出了相关建议,如政府需要完善法律体系、加强政策支持、创建宣传平台;企业要注重品牌的内功建设、要积极回应相关法律和政策;消费者与媒体也应改变思想观念,多关注、多宣传中国品牌。本文的创新点主要有:一是构建了以品牌理论和品牌实践两大领域为基础的品牌建设战略体系,将品牌理论的内容与品牌实践所采用的战略进行了一一对应。二是针对中国企业品牌建设中存在的问题,从企业、政府、消费者和媒体等各个角度,提出了较为全面并具有可操作性的政策建议。
[Abstract]:Based on the summary of brand theory research at home and abroad, this paper finds that the theoretical conception and policy system of enterprise brand construction have not been systematically, comprehensively and deeply studied. On the basis of reviewing the history of brand construction practice, this paper puts forward a one-to-one corresponding brand construction strategy system between the content of brand theory and the strategy used in brand practice, and takes it as the theoretical basis to proceed from the current situation of Chinese brand. This paper combs the problems existing in the brand construction of Chinese enterprises, analyzes the case of China Mobile's "moving Zone" brand, and on this basis, from different angles, such as enterprises, government, consumers and media, etc. Put forward more comprehensive and operable policy suggestion to Chinese enterprise brand construction. First of all, this paper summarizes the domestic and foreign brand theory, and finds that few domestic scholars put forward a complete brand construction strategy system, on the basis of a historical review of the domestic and foreign brand construction practice. The author puts forward the conception of the strategic system of brand building and regards it as the theoretical basis for the following articles. Secondly, this paper analyzes the existing problems of Chinese enterprises in the process of brand building in light of the current situation of Chinese brands. The problems are summarized into the following aspects: the problems left over in the initial stage of Chinese brand development, including brand joint ventures and branding production, the outstanding problems existing in the current stage of brand building in Chinese enterprises, Including the brand that the product quality does not pass the standard to cause only the popularity but not the good reputation, the brand individuality lacks the humanity to cause the brand loyalty is not high, the brand aging causes the brand popularity to decline rapidly, and the enterprise is implementing the brand localization, Brand image, brand extension, brand crisis management and other brand strategy errors. Then this paper takes China Mobile's "dynamic zone" brand as an example to analyze the brand positioning of China Mobile. Brand marketing (especially in the implementation of joint brand strategy) outstanding performance, and draw inspiration to other Chinese enterprises brand building. Finally, this article for Chinese enterprises can better build brand, to the government, enterprises, consumers, Media and other aspects of the relevant suggestions, such as the government needs to improve the legal system, strengthen policy support, create a publicity platform, enterprises should pay attention to the internal work of the brand, to actively respond to the relevant laws and policies; Consumers and the media should also change their ideas, pay more attention and promote Chinese brands. The main innovations of this paper are as follows: first, a brand building strategy system based on brand theory and brand practice is established. The content of brand theory is matched with the strategy used in brand practice. Second, aiming at the problems existing in the brand construction of Chinese enterprises, from the angles of enterprise, government, consumer and media, Put forward more comprehensive and operable policy recommendations.
【学位授予单位】：上海社会科学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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