陶氏化学在中国市场品牌竞争力的分析

发布时间：2018-02-01 20:33

本文关键词： 中国市场品牌品牌资产价值品牌竞争力顾客满意　出处：《上海交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 化工企业历来都是中国工业行业中的支柱产业和基础产业,其产品及衍生服务的拓展和营销对中国工业的自身发展和产业链的提升有着重要的贡献作用。据德国《化工简讯》报道:中国已成为世界上化工第二大国,2006年年营业额为2050亿美元,仅次于美国。预测2006-2016年间,中国化工行业将继续保持年平均增长率16%左右。自中国入世以来,我国已经开始全面进入品牌竞争时代。同时有关品牌竞争的研究不仅成为市场营销学的重要课题,并逐渐发展成为焦点和核心问题。虽然中国化工企业已逐步加强对品牌竞争力的研究,由于起步较晚,加上化工产品的基础性和特殊性以及掌握控制市场能力的欠缺,导致在品牌竞争方面并没有取得既定效益。目前以DOW Chemical等为代表的国际跨国化工企业逐步加大进入中国市场的步伐,并占据中国化工市场半壁江山。因此了解这些跨国化工企业品牌竞争力的经营法则和培育机制,有助于提高国内本土化工企业品牌竞争力水平。本文正是从以上角度,在对品牌及品牌竞争力的内涵、特征、功能等相关理论基础上,着眼于对陶氏化学在中国市场品牌竞争力的分析研究,着重从技术创新、文化培育、品牌整合及供应链管理角度来剖析其品牌竞争力的来源、评价系统和培育机制,从而提出适合和提升中国化工行业品牌竞争力的新策略,探讨其对中国化工企业所带来的思考和借鉴意义。
[Abstract]:Chemical enterprises have always been the pillar industry and basic industry in China's industrial industry. The expansion and marketing of its products and derivative services play an important role in the development of Chinese industry and the promotion of industrial chain. According to the German Chemical Industry Bulletin, China has become the second largest country in chemical industry in the world. In 2006, annual turnover was $205 billion, second only to the United States. China's chemical industry is forecast to continue to grow at an average annual rate of about 16% between 2006 and 2016. Since China's entry into WTO, China has entered the era of brand competition, and the research on brand competition has not only become an important subject of marketing. And gradually developed into the focus and core issues. Although Chinese chemical enterprises have gradually strengthened the study of brand competitiveness, due to the late start. In addition, the foundation and particularity of chemical products and the lack of the ability to control the market. As a result, there is no established benefit in brand competition. At present, international multinational chemical enterprises, such as DOW Chemical, are gradually increasing the pace of entering the Chinese market. Therefore, understanding the management rules and cultivation mechanism of these multinational chemical enterprises' brand competitiveness will help to improve the level of brand competitiveness of domestic chemical enterprises. This article is from the above angle, on the brand and brand competitiveness of the connotation, characteristics, functions and other related theories, focusing on Dow Chemical in the Chinese market brand competitiveness analysis and research. Focus on technological innovation, cultural cultivation, brand integration and supply chain management to analyze the source of its brand competitiveness, evaluation system and cultivation mechanism. This paper puts forward a new strategy to promote the brand competitiveness of China's chemical industry, and probes into its thinking and reference significance for Chinese chemical enterprises.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.7

【参考文献】