基于利益相关者价值需求的福建特检品牌策略研究

发布时间：2018-01-05 13:34

本文关键词：基于利益相关者价值需求的福建特检品牌策略研究　出处：《福州大学》2010年硕士论文　论文类型：学位论文

【摘要】：近年来，随着我国特种设备数量的快速增加，我国的特种设备检验机构通过机构合并重组、机制创新等使特种设备检验机构快速发展并壮大。作为创新的领先者，福建特检在检验机构规模化、专业化、社会化发展的路上率先进行了持续的管理创新、机制创新和业务创新，现已跻身全国特检四强。然而，即使是国内最大的特种设备检验机构与世界知名检验机构相比仍存在着很大的差距。随着WTO的推进,我国的检验检疫市场必将迎来越来越激烈的市场化、国际化竞争。而品牌策略无疑应该是解决问题的核心和焦点，品牌是检验机构形象和声誉的标志，，是赢得市场竞争力的保证。福建特检应把握先行优势，用品牌影响力拓展业务领域和经营区域。一个品牌之所以有价值是因为这个品牌对其利益相关者有价值。目前，从顾客角度进行品牌策略的研究较多，但越来越多的研究和实践表明，随着信息网络化及商业竞争的加剧，顾客只是企业的重要和关键利益相关者，却不是唯一利益相关者，利益相关者的需求是影响企业品牌决策的根本原因，因此，从利益相关者价值需求的角度研究品牌策略将会更加具有实用性。而管理情境的变化会导致企业有不同的利益相关者或者利益相关者的属性变化，从而产生不同的价值需求。现代营销的发展已经证明价值的内涵已逐渐融入更多的主观性，这就为管理者找到提升利益相关者感知价值的途径。此外，价值是基本价值元素的组合，不同的价值元素组合会反映出不同的价值需求，而不同的利益相关者可能存在着不同的价值需求，资源的有限性使企业不可能满足所有的利益相关者的所有需求，因此，管理者需根据具体的管理情境，尽可能满足利益相关者的价值需求，从而最大幅度地提升企业的品牌价值，并以此为理念制定科学的品牌管理策略。故本研究从研究利益相关者及其价值需求的角度出发，借助前人已有的研究思想和相关理论，从分析福建特检的生存及发展环境入手，通过对利益相关者理论、价值需求理论、品牌及品牌策略理论的梳理，采用德尔菲法、实证设计、统计调查问卷等方式，研究确定福建特检的主要利益相关者，通过考察他们对福建特检品牌的价值需求，给出福建特检的品牌策略。本文的创新点在于：对特种设备检验机构在全球经济下的发展，提出可行的发展方向--走品牌建设之路；从满足主要利益相关者价值需求角度出发进行研究，对特种设备检测机构进行实证品牌建设研究。
[Abstract]:In recent years, with the rapid increase in the number of China special equipment, special equipment inspection agency in our country through the merger and reorganization mechanism, mechanism innovation and so the special equipment inspection agency rapid development and growth. As a leader in innovation, Fujian special inspection inspection agency in scale, specialization, socialization of the first development road the management innovation, mechanism innovation and business innovation, has become the national special inspection semi-finals. However, even if is the largest special equipment inspection agency compared with the world famous inspection agency still has a large gap. With the advance of WTO, China's inspection and quarantine market will usher in the market, more and more fierce international competition and brand strategy should be is the key to solve the problem, the brand is a symbol of the image and reputation of the inspection agency, is the guarantee to win the market competitiveness. The Fujian special inspection Hold the first advantage to expand its business and management areas with the brand influence. A brand is valuable because the brand value for its stakeholders. At present, many researches of brand strategy from the angle of the customer, but more and more research and practice show that, along with the information network and business competition, customer business is the important and key stakeholders are not only stakeholders, stakeholder needs is the fundamental reason for the influence of corporate brand decision-making therefore, from the perspective of stakeholders demand value research on brand strategy will be more practical. To change the situation of management will lead to business property interests different people or stakeholders, resulting in different value demand. The development of modern marketing has proved the value of the content has been gradually integrated into the more subjective , which will help managers find enhance the stakeholder approach of perceived value. In addition, the value is a combination of the basic value elements and value of different combinations of the elements can reflect the value of the different needs of different stakeholders, and there may be a different value demand, all demand, limited resources of the enterprise it is impossible to satisfy all stakeholders. Therefore, management should according to the specific management situation, as far as possible to meet the value demands of stakeholders, so as to enhance the brand value of enterprises greatly, and as a brand management concept of the development of science. Therefore, from the research of stakeholders and value demand point starting with research ideas and theories of predecessors, starting from the survival and development environment analysis of Fujian special inspection, based on the stakeholder theory, value theory of brand and product demand. Brand strategy theory is sorted out. Delphi method, empirical design and statistical questionnaire are used to identify the main stakeholders of Fujian special inspection. Through investigating their value demand for Fujian special inspection brand, the brand strategy of Fujian special inspection is given.
The innovation of this paper is: the special equipment inspection agency development in the global economy, put forward the feasible development direction, follow the road of brand development; from the perspective of value to meet the needs of the main stakeholders of the empirical research on the brand construction of special equipment inspection agency.

【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2;F203

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