思博伦公司品牌管理策略研究

发布时间：2018-03-30 21:38

本文选题：品牌管理　切入点：策略　出处：《华北电力大学》2012年硕士论文

【摘要】：产业进化的内在动力、同质化市场所带来的日益残酷的竞争以及边际利润的剧减,迫使B2B企业的运营自内部驱动型向外部驱动型(市场驱动)转变,营销的逻辑也从“由内及外”过渡到了“由外而内”。在某些情况下,品牌塑造已经成为一种必然的选择。成功的品牌战略能够为B2B企业带来实质性的利益,包括帮助企业获得一定幅度的价格溢价从而获取更大的利润空间,使企业赢得更多市场机会,提升抵抗风险的能力,同时也使企业获得长远的竞争优势。如何运用目标明确、重点突出的品牌化战略取得竞争优势地位,从而更接近顾客,也更接近成功,是每一个B2B企业迫在眉睫的问题。本文首先阐明了选题背景和意义、国内外研究现状,概括了本文主要内容和创新点。然后从品牌以及品牌管理的一般性理论开始,到B2B品牌相关理论进行了理论梳理。在此基础上,以一家B2B企业——思博伦为对象,从其品牌决策、品牌定位、品牌扩张、品牌组织架构和品牌传播等几个方面,对思博伦公司的品牌管理的现状进行了多方面分析,从中总结出了该公司在品牌管理方面存在的问题。接着,为验证思博伦品牌管理成效,采用综合评价法对其品牌力状况进行了定性和定量相结合的分析,评价结果表明思博伦的品牌传播工作还有待改进。针对以上两种方法得出的结论,提出相关的品牌策略建议。最后,对本文研究内容进行总结,对本研究的未尽事宜,做出进一步建议。
[Abstract]:The internal driving force of industrial evolution, the increasingly cruel competition brought by homogenized market and the sharp decline of profit margin, force B2B enterprises to change their operation from internal driving to external driving (market driven). The logic of marketing has also changed from "from inside and outside" to "from outside to inside". In some cases, brand building has become an inevitable choice. Successful brand strategy can bring substantial benefits to B2B enterprises. Including helping enterprises to obtain a certain range of price premiums to obtain greater profit margins, so that enterprises can win more market opportunities, enhance their ability to resist risks, and at the same time enable enterprises to gain long-term competitive advantage. It is an urgent problem for every B2B enterprise to obtain the competitive advantage position of the brand strategy which is more close to the customer and also to the success. This paper first clarifies the background and significance of the topic, the current research situation at home and abroad, summarizes the main contents and innovations of this paper, and then starts with the general theory of brand and brand management. On the basis of this, taking a B2B enterprise, which is a B2B enterprise, as an object, from the aspects of brand decision, brand positioning, brand expansion, brand organization structure and brand communication, etc. This paper analyzes the current situation of Sparron's brand management in many aspects, and summarizes the problems in the brand management of the company. Then, in order to verify the effectiveness of Sparren's brand management, The comprehensive evaluation method is used to analyze its brand strength situation qualitatively and quantitatively. The evaluation results show that the brand communication work of Sparan still needs to be improved. Finally, this paper summarizes the content of this study, and makes further suggestions on the outstanding issues of this study.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F724.6

【参考文献】