上海电科集团品牌发展策略研究

发布时间：2018-02-15 23:55

本文关键词： 品牌高科技品牌电科集团品牌策略　出处：《复旦大学》2009年硕士论文　论文类型：学位论文

【摘要】： 二十一世纪,商品经济已经由过去的产品竞争进入到品牌竞争时代。现今,拥有一个具有竞争力的品牌成为每一个企业尽相追逐的目标,明确了目标之后,我们的企业该如何创建品牌,选择怎样的品牌策略去迎接挑战,这些都是企业发展品牌所面临的决策问题。品牌的建设和发展具有一定的规律,品牌的概念、品牌定位、品牌延伸、品牌整合、品牌资产、品牌文化等品牌建设的基本理论,以及在此基础之上的高科技品牌成长机制及品牌资产增长策略的研究理论,为指导企业的品牌发展提供了丰富的理论依据。上海电器科学研究所(集团)有限公司的前身上海电器科学研究所,有着50多年的发展历史,经过研究所转制成立经济实体一上海电科集团,参与到市场竞争。作为多专业技术领域先驱型的企业集团,在各相关行业领域形成了一定的知名度和技术权威地位。近过近年的产业经营形成了一定的产业规模,但总体还是相对弱小。面对国外品牌的日益进入,面对国内品牌的步步紧逼,在国家政策支持高科技企业发展以及行业发展机会的良好机遇下,对于“如何发挥企业自身的高科技品牌优势,扩大产业发展规模”的发展问题,通过品牌发展的SWOT分析,电科集团作出了决策即“打造企业品牌、延伸发展产业品牌”的品牌发展之路,通过实施品牌结构优化、品牌定位、品牌整合及品牌延伸等策略,打造企业品牌,维持企业“技术领先、行业先导”的高科技企业品牌形象,结合产业发展现状和需求,通过品牌延伸建设产业品牌。本文尾篇针对各项策略,提出了强化核心品牌(企业品牌)识别、加速产业品牌发展、加强品牌文化建设、改进品牌管理模式、加强品牌保护、扩大品牌宣传、建立品牌危机管理等品牌策略的实施建议。
[Abstract]:In 21th century, the commodity economy has entered the era of brand competition from the past product competition. Nowadays, having a competitive brand has become the goal that every enterprise pursues. How to create the brand and choose the brand strategy to meet the challenge are all the decision problems that the enterprise faces in the development of the brand. Brand construction and development have certain laws, brand concept, brand positioning, brand extension, brand integration, brand equity, brand culture and other basic theories of brand building, On the basis of this, the research theory of high-tech brand growth mechanism and brand equity growth strategy provides a rich theoretical basis for guiding the brand development of enterprises. The predecessor of Shanghai Electric Science Research Institute (Group) Co., Ltd., Shanghai Electric Science Research Institute, has a history of more than 50 years of development. Through the transformation of the institute, the Shanghai Electric Science Group, an economic entity, was established. Participating in market competition. As a pioneer enterprise group in the field of multi-professional technology, it has formed a certain popularity and technical authority status in various related industries. In recent years, the industrial management has formed a certain industrial scale. But overall is still relatively weak. In the face of the increasing entry of foreign brands and the pressing of domestic brands, under the good opportunity of the national policy to support the development of high-tech enterprises and the opportunities for the development of industries, "how to give full play to the advantages of high-tech brands of enterprises," Through the SWOT analysis of the brand development, the electric science group has made the decision that "build the enterprise brand, extend the development of the industrial brand" brand development road, through the implementation of brand structure optimization, brand positioning, Brand integration and brand extension strategy, to create enterprise brand, to maintain the enterprise "technology leading, industry leading" high-tech enterprise brand image, combined with industrial development status and demand, through brand extension to build industrial brand. In the last part of this paper, we put forward to strengthen the identification of core brand (enterprise brand), accelerate the development of industrial brand, strengthen the construction of brand culture, improve brand management mode, strengthen brand protection, and expand brand propaganda. Establish brand crisis management and other brand strategy implementation suggestions.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F279.26

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