互联网环境下的企业品牌战略研究

发布时间：2018-04-05 08:43

本文选题：互联网环境　切入点：企业品牌战略　出处：《新疆财经大学》2009年硕士论文

【摘要】： 现代社会,品牌对企业的意义越来越重要,因为品牌不但是企业产品和服务的特有标志,在某种程度上还是一种标准和承诺。在信息不完全的经济条件下,品牌包含和传递了企业的产品质量、服务水平、社会责任等信息,是企业发展的加速剂。企业品牌战略是以品牌为企业战略的根本,以品牌驱动经营,通过品牌的树立、维护与升华达到企业持续发展目的的企业发展整体规划与安排。互联网的兴起和发展开起了一个全新的宏微观环境,对企业的生存和发展产生了广泛而深远的影响。企业要在这个全新环境下生存并不断发展壮大,就必须要反思传统的企业品牌战略,并进行适应性调整。互联网环境下,品牌传播有着与传统环境下不同的方式和路径,品牌的树立、维护与升华也面临着新的机会与挑战。企业品牌战略从根本上决定着企业品牌树立、维护与升华的原则与方向,所以品牌树立、维护与升华面临的机会与挑战也是企业品牌战略所必须面临的。因此,如何实施互联网环境下的企业品牌战略使之更好地顺应新形势和指导企业持续发展,在新的宏微观社会经济环境下就具有十分重要的意义,这也是本文研究的出发点之所在。文章按照“理论梳理——框架构建——环境分析——对策建议——案例分析”的研究思路展开论述。首先对互联网环境与企业品牌战略相关的概念与理论进行梳理,构建了“品牌树立、品牌维护,品牌升华”的企业品牌战略三阶段框架;然后从企业品牌战略三阶段框架出发,分析互联网环境下企业品牌战略面临的机会与挑战;接着根据环境分析的结论,有针对性地提出互联网环境下企业品牌战略实施的思路与建议;最后以“三鹿奶粉”事件为对象进行案例分析,结合前文研究结论,考察了“三鹿”由于新环境下企业品牌战略失误而导致品牌从升华到毁灭的过程,并总结失败原因及其启示。这是对本文理论研究的一个实践说明,也在某种程度上体现了本文的实用价值。
[Abstract]:In modern society, brand is becoming more and more important to enterprises, because brand is not only a unique symbol of enterprise products and services, but also a kind of standard and commitment to some extent.Under the economic condition of incomplete information, brand contains and conveys the information of product quality, service level, social responsibility and so on, which is the accelerator of enterprise development.Enterprise brand strategy is the overall planning and arrangement of enterprise development which takes brand as the foundation of enterprise strategy, manages by brand driving, maintains and sublimates the goal of enterprise sustainable development through the establishment of brand.The rise and development of the Internet has opened up a new macro and micro environment, which has a wide and profound impact on the survival and development of enterprises.In order to survive and develop in this new environment, enterprises must reflect on the traditional brand strategy and adjust their adaptability.In the Internet environment, brand communication has different ways and paths compared with the traditional environment. The establishment, maintenance and sublimation of brand are also facing new opportunities and challenges.Enterprise brand strategy fundamentally determines the principle and direction of enterprise brand establishment, maintenance and sublimation, so the opportunities and challenges of brand establishment, maintenance and sublimation are also necessary for enterprise brand strategy.Therefore, how to implement corporate brand strategy under the Internet environment to better adapt to the new situation and guide the sustainable development of enterprises, in the new macro and micro social and economic environment has a very important significance.This is the starting point of this study.This paper discusses the research ideas of "theoretical combing-frame building-environmental analysis-countermeasures and suggestions-case analysis".Firstly, this paper combs the concepts and theories related to the Internet environment and enterprise brand strategy, and constructs a three-stage framework of enterprise brand strategy, which is "brand building, brand maintenance, brand sublimation", and then starts from the three-stage framework of enterprise brand strategy.This paper analyzes the opportunities and challenges faced by enterprise brand strategy under the Internet environment, and then, according to the conclusion of the environmental analysis, puts forward the ideas and suggestions for the implementation of enterprise brand strategy under the Internet environment.Finally, taking the "Sanlu Milk Powder" event as a case study, combined with the previous research conclusions, the paper examines the process of brand sublimation to destruction caused by the brand strategic mistakes of Sanlu under the new environment.And summarizes the failure reason and its enlightenment.This is a practical explanation of the theoretical research in this paper, and to some extent reflects the practical value of this paper.
【学位授予单位】：新疆财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F49;F273.2

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