天鹅空调品牌建设的研究

发布时间：2018-04-05 03:34

本文选题：天鹅空调　切入点：品牌　出处：《合肥工业大学》2009年硕士论文

【摘要】： 在市场经济条件下,品牌是市场竞争的产物,是一种重要的无形资产。品牌在很大程度上决定着企业产品的市场占有率,决定着企业的生存与发展。在市场上,品牌是质量的标志、信誉的标志、市场需求的标志、消费者认同的标志。本文采用理论与案例相结合、历史资料与现状调查相结合的理念,运用PEST分析、SWOT分析、波特的五种竞争力模型对天鹅空调的品牌建设进行研究。通过对天鹅空调品牌创建的实践与现代品牌理论的对比分析,同公司管理层交流、深入车间和切身工作经历,找出天鹅的成功经验和失败教训,对天鹅空调的品牌建设提出了一系列可供参考的建议。本论文分析得出:天鹅空调需有专门负责品牌运作的部门,负责品牌建设的运作和监控;天鹅空调在继续发挥现有研发的良好激励性和灵活性的同时,不断提高核心技术的自有知识产权,加大技术人员的国际交流和学习力度;天鹅空调售后服务要加强绩效评估和精细化管理;天鹅空调在运作企业文化时要高度重视员工的高流动率、要注意提高公司的凝聚力和号召力,让企业文化真正成为员工的心灵准则;在品牌宣传方面,要做好投入产出的对比分析,要加大对广告和促销效果的跟踪和监控力度,并要以多元化的传播策略影响多样化的公众。
[Abstract]:Under the condition of market economy, brand is the product of market competition and an important intangible asset.Brand to a large extent determines the market share of enterprise products, determines the survival and development of enterprises.In the market, brand is the symbol of quality, credibility, market demand, consumer identity.In this paper, the concept of combining theory and case, historical data and current situation investigation is used to study the brand construction of Swan Air conditioning by using PEST analysis and Porter's five competitive models.Through the comparative analysis of the establishment of Swan air conditioning brand and the modern brand theory, we can communicate with the management of the company, go deep into the workshop and personal work experience, and find out the successful experience and the failure lesson of Swan.Put forward a series of suggestions for reference to the brand construction of Swan air conditioning.The analysis of this paper shows that: Swan Air conditioning should have a special department responsible for brand operation, responsible for brand building operation and monitoring; Swan Air conditioning continues to give full play to the existing R & D good incentives and flexibility at the same time,Constantly improve the core technology of its own intellectual property rights, increase the international exchange and learning of technical personnel, Swan air conditioning after-sales service to strengthen performance evaluation and fine management;Swan Air conditioning should attach great importance to the high turnover rate of employees when operating corporate culture, pay attention to improving the cohesion and appeal of the company, so that the corporate culture can really become the spiritual criterion of employees; in the aspect of brand publicity,The comparative analysis of input and output should be done, the tracking and monitoring of advertising and promotion effects should be strengthened, and the diverse public should be influenced by diversified communication strategies.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.6;F273.2

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