基于协同的滨海新区品牌建设研究

发布时间：2018-09-11 13:28

【摘要】： 天津滨海新区作为未来中国经济极为重要的增长点,承担着引领21世纪中国经济发展的重任。大力发展新区品牌、增强区域核心竞争力是其必然选择。在此背景下,政府部门如何建设高效的新区品牌管理系统,提升新区的品牌形象,建立和谐的新区文化是当前滨海新区面临的重要战略问题。本文在系统回顾国内外学者关于区域品牌建设的研究成果的基础上,利用系统研究方法、规范分析和实证分析方法,搭建了以利益相关者理论为基础,以系统观和协同观为指导,以系统要素的整合和协调为主线的研究框架,引导人们从协同的角度建设新区品牌。第一,解释性模型。文章总结得出区域品牌的特性和实质,即多方主体共同参与、内部各子品牌相互作用而构成的复杂的动态开放系统。总结得出区域品牌建设过程,即区域建设者将品牌系统通过营销手段作用于利益相关者的过程。在此基础上分别讨论了内部支撑性品牌、品牌开发环境、利益相关者、营销全过程四个品牌系统的构成要素的性质及与品牌系统的互动关系。最后得出区域品牌的驱动机理:内部品牌驱动机理和利益相关者认知驱动机理。第二,解决性模型。针对滨海新区在品牌建设中存在的问题,本文认为,基于利益相关者和协同理论的品牌建设应从三方面入手:品牌系统构建、利益相关者培育及整合营销传播。首先,品牌系统构建是一个战略过程,需经过系统战略规划、资源环境分析、精确品牌定位和全面多层次的品牌体系构建。其次,区域品牌是内部利益相关者共同建设,而实现内外利益相关者整体满意的过程。基于利益相关者的品牌建设应从明确利益相关者角色定位、促进利益相关者关系协调、实现利益相关者整体满意三个方面,建立和完善多方共同参与和协调机制,并在动态的环境中实现可持续发展。最后,新区的整合营销传播应以消费者为依归,在传播过程中实现营销信息的整合、营销手段的整合及营销过程的整合。文章以系统观和协同观为指导,以系统要素的整合和协调为品牌建设理念,本身具有一定的理论创新性。同时,分析得出滨海新区的品牌定位、品牌形象识别系统等具体品牌策略,具有很强的现实意义。
[Abstract]:Tianjin Binhai New area, as an important growth point of China's economy in the future, undertakes the important task of leading China's economic development in the 21st century. Develop brand of new district energetically, strengthen area core competition ability is its inevitable choice. In this context, how to build an efficient brand management system, promote the brand image of the new district, and establish a harmonious new area culture is an important strategic problem facing Binhai New area. Based on the systematic review of domestic and foreign scholars' research achievements on regional brand building, this paper builds a stakeholder theory based on systematic research methods, normative analysis and empirical analysis methods. Guided by the view of system and coordination and the main research frame of the integration and coordination of system elements, this paper guides people to build brand of new district from the angle of coordination. First, the explanatory model. This paper summarizes the characteristics and essence of regional brand, that is, the complex dynamic open system composed of multi-agent participation and internal sub-brand interaction. The paper concludes the process of regional brand building, that is, the regional builder acts the brand system on the stakeholders through marketing means. On this basis, the author discusses the characteristics of the components of the internal supporting brand, the brand development environment, the stakeholders, and the whole process of marketing, and the interaction between the four brand systems and the brand system. Finally, the driving mechanism of regional brand: internal brand driven mechanism and stakeholder cognitive driven mechanism. Second, the solving model. In view of the problems existing in the brand construction of Binhai New area, this paper holds that the brand construction based on stakeholder and coordination theory should start from three aspects: the construction of brand system, the cultivation of stakeholders and the integration of marketing communication. Firstly, brand system construction is a strategic process, which needs systematic strategic planning, resource and environment analysis, accurate brand positioning and comprehensive and multi-level brand system construction. Secondly, regional brand is the process of building internal stakeholders and realizing the overall satisfaction of internal and external stakeholders. Brand building based on stakeholders should establish and perfect the mechanism of multi-party participation and coordination from three aspects: defining the role of stakeholders, promoting the coordination of stakeholder relations, and realizing the overall satisfaction of stakeholders. And in the dynamic environment to achieve sustainable development. Finally, the integrated marketing communication of the new district should be based on consumers, and realize the integration of marketing information, marketing means and marketing process in the process of communication. Under the guidance of system view and coordination view, this paper takes the integration and coordination of system elements as the concept of brand building, which has certain theoretical innovation. At the same time, the analysis of Binhai New area brand positioning, brand image identification system and other specific brand strategies, has a strong practical significance.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F127

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