VOITH的品牌管理层次研究

发布时间：2018-01-13 01:06

本文关键词：VOITH的品牌管理层次研究　出处：《苏州大学》2010年硕士论文　论文类型：学位论文

【摘要】： 在当前市场竞争中,产品力逐渐被品牌力所替代,成为决定消费者某一产品的决定性因素。如果消费者对某一品牌印象不好,将会放弃选择。在市场竞争越来越激烈的情况下,消费者成为稀缺资源,最大限度地争取对品牌高度忠诚的消费者是企业市场制胜的关键。所以有学者说,现代企业经营的宗旨是争取与维系忠诚的消费者。因为忠诚的消费者是企业最宝贵的财富。本文通过对相关品牌知识及理论的阐述与分析,探讨品牌的三个管理层次在企业经营管理中的作用和地位。并以VOITH公司为例,从三个方面论述该企业在品牌管理方面的优缺点,同时提出作者自己的观点和改善意见。品牌的三个管理层次,既品牌品牌知名度、品牌美誉度、品牌忠诚度,三者是个递进的过程,同时也是相辅相成、缺一不可的。
[Abstract]:In the current market competition, product brand is gradually replaced by force, become the decisive factors in determining the consumers of a product. If the consumer's impression of a brand is not good, will give up the choice. In an increasingly competitive market situation, consumers become scarce resources, maximize the height to the brand loyalty of consumers is the key to winning the market. So some scholars say, modern enterprise management is the purpose of consumers for and maintain loyalty. Because customer loyalty is the most valuable wealth.
This paper describes and Analysis on brand knowledge and theories, and the role of three levels to explore the brand management in the enterprise management. Taking VOITH company as an example, discusses the advantages and disadvantages of the enterprise in the brand management from three aspects, and puts forward the views and ideas to improve the author's own.
The three management levels of brand are brand awareness, brand reputation and brand loyalty. The three are progressive processes, and are complementary to each other.

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

【引证文献】