CIS在中小企业品牌建设中的应用研究

发布时间：2018-01-22 05:54

本文关键词： 品牌 CIS 中小企业应用　出处：《西南财经大学》2009年硕士论文　论文类型：学位论文

【摘要】： 在当今经济危机的大潮中,欧美各行业各大品牌或艰难支撑、或转让兼并,各大品牌都在寻求适合自己的、稳健的、科学的品牌支撑及发展理论和方法。而发展中的CIS策划理论,对企业品牌的建立与管理提供了一个可运用的、行之有效的系统理论与方法,把品牌建立与管理的思路从错综复杂的环境而产生的混沌思维提升到脉络清晰、易于实施、目标明确的轨道上来。它通过环境分析、战略定位、营销策略分析、标准的全方位统一展现等方法,在最大限度考虑了公司各种限制条件情况下,为公司的品牌战略作出相对准确的重新战略定位、架构及流程改造,以及相应的战术支撑,建立制度保障体系。CIS虽不是品牌建设与管理的全部方法和思维,但它运用系统的策略,成为企业品牌建设重要的参考理论之一。中小企业从数量和质量上在世界各个国家社会、经济中占据着举足轻重的地位,但CIS理论针对中小企业品牌建设中的运用及理论研究相对较少。这成为限制CIS发挥更大市场作用瓶颈之一,也对CIS本身的推广带来了制约作用。本论文试图就CIS征对中小企业如何更具适用性和与之匹配的理论进行分析和总结。分析在不同行业、不同规模的中小企业如何运用CIS策略提升品牌影响力,以及需要达到何种深度。通过对A公司案例的CIS运用分析研究,得出CIS在中小企业品牌建设运用中如何适应时效性强、量化结果要求高、短缺的资金流、人力资源不足、执行力较差等问题,并找到相对应解决办法。对CIS理论除了原来的MI、VI、BI三大体系外,再加上适合中小企业的II(Information indentity)即信息识别系统,以适应当前信息化时代的要求,为中小企业建立一套完善的CIS系统。当然,论文更多的从成熟的三大体系做侧重研究。通过对中小企业经营环境、内部架构、人力资源、营销模式、财务管理模式等特点进行剖析,尝试运用战略管理学、组织行为学、心理学、营销学、统计学、财务管理学、博弈论等学科的理论和方法来分析、支撑CIS运营。以提出更适合中小企业品牌建设的CIS运行机制。本论文首先从品牌、CIS理论阐述入手,以分析掌握两者的核心价值所在,其包含要素,方法的运用。然后分析两者结合点及相互之间互动关系,以达到水乳相溶的目的。其次通过对中小企业特点分析,理清不同企业对CIS运用深度和广度的要求。接着通过A企业案例分析研究,得出A企业品牌建设中运用CIS成功与需要改进之处。最后通过找到影响中小企业品牌建设核心问题,提炼出适应中小企业品牌建设的CIS理论系统。
[Abstract]:In the current economic crisis, the major brands in Europe and the United States or difficult to support, or transfer mergers, each major brand is looking for their own, sound. Scientific brand support and development theory and methods, and the developing CIS planning theory, the establishment and management of the enterprise brand to provide a useful, effective system theory and method. The idea of brand establishment and management from the complex environment generated by chaotic thinking to a clear context, easy to implement, clear target track. It through environmental analysis, strategic positioning, marketing strategy analysis. Standard omni-directional unified presentation methods, in the maximum consideration of the company's various constraints, for the company's brand strategy to make a relatively accurate re-strategic positioning, structure and process transformation. As well as the corresponding tactical support, the establishment of system guarantee system .CIS is not all the methods and thinking of brand construction and management, but it has become one of the important reference theories of enterprise brand building by using systematic strategy. Small and medium-sized enterprises play an important role in the society and economy of every country in the world in terms of quantity and quality. However, the application and theoretical research of CIS theory in the brand construction of small and medium-sized enterprises is relatively few, which has become one of the bottlenecks of restricting CIS to play a greater role in the market. This paper attempts to analyze and summarize the theory of how CIS is more applicable to SMEs and how to match it. Small and medium-sized enterprises of different sizes how to use CIS strategy to enhance brand influence, and what depth need to be reached. Through the case of A company CIS application analysis. Get CIS in the use of small and medium-sized enterprises brand construction how to adapt to the effectiveness of high quantitative results demand, shortage of capital flow, inadequate human resources, poor execution and so on. And find the corresponding solution. The CIS theory in addition to the original MIVII-BI three systems. In addition, the II(Information identity system, which is suitable for small and medium-sized enterprises, is the information identification system to meet the requirements of the current information age. Establish a set of perfect CIS system for small and medium-sized enterprises. Of course, the thesis more from the mature three systems to focus on research. Through the SME business environment, internal structure, human resources, marketing model. This paper analyzes the characteristics of financial management model and tries to use the theories and methods of strategic management, organizational behavior, psychology, marketing, statistics, financial management, game theory and so on. To support the operation of CIS. To put forward a more suitable CIS operating mechanism for brand building of small and medium-sized enterprises. This paper begins with the theory of brand CIS in order to analyze and grasp the core value of the two, including the elements and the application of methods, and then analyze the combination of the two and the interaction between them. In order to achieve the purpose of water and milk dissolution. Secondly through the characteristics of small and medium-sized enterprises to clarify the requirements of different enterprises to the depth and breadth of CIS application. Then through the case study of enterprise A. Finally, through finding out the core problems that affect the brand construction of small and medium-sized enterprises, the author abstracts the CIS theory system which adapts to the brand construction of small and medium-sized enterprises.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F276.3;F273.2

【引证文献】