山东FYGT公司品牌建设研究

发布时间：2018-03-09 10:07

本文选题：山东FYGT公司　切入点：工业品牌　出处：《山东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：彩钢板作为一种新型轻钢建材,21世纪初进入我国后迅速发展,成为重要的钢铁产品。近年来,随着彩钢板企业规模的扩大和数量的增加,彩钢板市场产能过剩、产品同质化日益严重,企业之间的竞争愈加激烈,企业发展出现了诸多问题。为提高企业竞争力,促进企业持续健康发展,钢铁企业开始注重品牌建设。然而,由于企业品牌发展理念滞后、对品牌不重视、品牌建设不规范,影响了品牌建设效果,企业竞争力提升不明显。为应对越来越复杂的市场环境,钢铁企业必须重视品牌建设整体规划,实施规范的品牌建设策略,提升品牌价值。彩钢板属于工业产品,其形象生硬、感觉冰冷,主要消费对象为其他企业或机构,消费更加专业和理性,与消费者产品有很大不同。因产品特点的不同,工业品牌建设与消费者品牌建设也存在差异。国内外关于品牌建设的研究成果较多,但依据工业品牌特点,对工业品牌建设开展的相关研究却非常有限。本论文以山东FYGT公司的品牌建设为研究对象,通过归纳国内外工业品牌和品牌建设相关理论、运用战略管理分析工具、结合企业实地调研展开研究,为山东FYGT公司的品牌建设进行规划与实施。其研究结论一方面为山东FYGT公司的品牌建设提出有针对性的措施,提升其品牌建设的成效;二是丰富工业品牌建设的研究,为中小型工业企业的品牌建设提供实证案例做参考。本论文的研究内容分为七部分。第一部分,查阅国内外关于品牌建设和工业品牌建设的文献资料,归纳品牌建设、工业品牌建设的研究现状和成果;第二部分,归纳了工业品牌特点和我国工业品牌建设存在的问题,阐述了与工业品牌建设相关的品牌定位理论、品牌传播理论、品牌维护理论、战略管理分析工具等相关理论基础,为进一步的研究提供理论依据;第三部分,通过分析山东FYGT公司品牌发展现状,发现公司品牌发展存在的问题及原因;第四部分,通过山东FYGT公司品牌建设环境SWOT分析,总结品牌建设的优势、劣势、机遇和威胁;第五部分,对山东FYGT公司品牌建设重新规划,确定战略目标、进行方案设计;第六部分,山东FYGT公司品牌建设的实施,优化品牌定位策略、整合品牌传播策略、积极的品牌维护策略、加强保障措施等方面进行品牌建设;第七部分,得出结论并对工业品牌建设研究展望。
[Abstract]:As a new light steel building material, color steel plate has developed rapidly into our country at the beginning of the 21st century and become an important steel product. In recent years, with the expansion of the scale and the increase of the quantity of the colored steel plate enterprise, the market capacity of the colored steel plate market is overcapacity. Product homogenization is becoming more and more serious, competition among enterprises is becoming more and more fierce, and many problems have arisen in the development of enterprises. In order to improve the competitiveness of enterprises and promote the sustainable and healthy development of enterprises, steel enterprises begin to pay attention to brand building. However, Because the enterprise brand development idea lags behind, does not attach importance to the brand, the brand construction is not standardized, has affected the brand construction effect, the enterprise competitiveness promotion is not obvious. Iron and steel enterprises must attach importance to the overall planning of brand building, implement standardized brand building strategies, and promote brand value. The color steel plate belongs to industrial products, its image is stiff, it feels cold, and the main consumers are other enterprises or institutions. Consumption is more professional and rational, and is very different from consumer products. Because of the different characteristics of products, there are also differences between industrial brand construction and consumer brand building. However, according to the characteristics of industrial brand, the related research on industrial brand construction is very limited. This paper takes the brand construction of Shandong FYGT Company as the research object, and summarizes the relevant theories of industrial brand and brand construction at home and abroad. Using the strategic management analysis tool, combining the enterprise field investigation to carry on the research, carries on the plan and the implementation for the Shandong FYGT company's brand construction, its research conclusion on the one hand puts forward the targeted measures for the Shandong FYGT company's brand construction, The second is to enrich the research of industrial brand construction, to provide empirical case for the brand construction of small and medium-sized industrial enterprises. The research content of this paper is divided into seven parts. The first part, Referring to the domestic and foreign literature on brand building and industrial brand building, summarizing the research status and achievements of brand building and industrial brand building. Part two, summarizes the characteristics of industrial brand and the problems existing in the construction of industrial brand in China. The related theories of brand positioning theory, brand communication theory, brand maintenance theory, strategic management analysis tools and so on are expounded in order to provide theoretical basis for further research. By analyzing the current situation of the brand development of Shandong FYGT Company, the author finds out the problems and reasons of the company's brand development, and summarizes the advantages, disadvantages, opportunities and threats of the brand construction through the SWOT analysis of the brand construction environment of Shandong FYGT Company in 4th. In the 5th part, the author replans the brand construction of Shandong FYGT Company, determines the strategic target and designs the scheme. Part 6th, the implementation of the brand construction of Shandong FYGT Company, the optimization of brand positioning strategy, the integration of brand communication strategy, Positive brand maintenance strategy, strengthen safeguard measures and other aspects of brand building; part 7th, draw a conclusion and industrial brand construction research prospects.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.31

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