广东中小企业品牌资产管理研究

发布时间：2018-02-23 17:16

本文关键词： 中小企业品牌自主创新品牌资产资产管理　出处：《广东工业大学》2008年硕士论文　论文类型：学位论文

【摘要】： 经济的全球化及科学技术的日益发展,产品同质化越来越严重,企业间的竞争已不再是单纯的产品竞争,而是品牌的竞争。品牌资产的重要性日渐为企业所认同,诸项以消费者为主导的品牌资产经营管理,成为企业竞争制胜的重要品牌管理手段。本研究通过品牌资产理论分析,以及对广东中小企业品牌资产管理实践的调研,研究广东中小企业品牌资产管理问题,为广东中小企业的品牌资产管理实践提供参考。研究过程和内容如下: 本文开篇系统地回顾国内外品牌资产管理的相关研究成果,从而确定本文的研究对象和框架。设计问卷以抽样方式,在广东省范围内对中小企业进行调研,剖析广东中小企业品牌资产管理现状,尖锐地指出中小企业品牌管理中存在的问题:经营理念上缺乏“品牌资产化”意识、忽视品牌资产建设等;在具体运营上存在品牌资产经营缺乏长远和整体规划、品牌市场定位不清、盲目品牌延伸等问题。论文针对中小企业的特征和上述存在问题,分别从三个方面论述广东中小企业品牌资产管理的策略建议。首先从流程和关系管理等方面阐述品牌创建和积累的途径和方法;进而从法律、自身创新和危机管理方面,提出品牌资产维护的策略;最后基于品牌资产构成要素和品牌延伸阐明品牌资产提升的具体建议,呼吁中小企业重视品牌资产运营。
[Abstract]:With the globalization of economy and the development of science and technology, the product homogeneity is becoming more and more serious. The competition among enterprises is no longer a pure product competition, but a brand competition. The management of brand assets, which is dominated by consumers, has become an important means of brand management for enterprises to win the competition. Through the theoretical analysis of brand equity and the investigation of brand equity management practice in Guangdong small and medium-sized enterprises, this study studies the brand equity management of small and medium-sized enterprises in Guangdong. To provide reference for the brand equity management practice of Guangdong small and medium-sized enterprises. The research process and content are as follows:. At the beginning of this paper, we systematically review the related research results of brand asset management at home and abroad, so as to determine the research object and framework of this paper, and design a questionnaire to investigate small and medium-sized enterprises in Guangdong province by sampling. This paper analyzes the current situation of brand equity management of small and medium-sized enterprises in Guangdong Province, and points out the problems in brand management of small and medium-sized enterprises: the lack of consciousness of "brand equity" in management concept, the neglect of brand equity construction and so on; There are some problems in the concrete operation, such as the lack of long term and overall plan for the management of brand assets, the unclear positioning of brand market, the blind brand extension and so on. Aiming at the characteristics of small and medium-sized enterprises and the problems mentioned above, the paper discusses the strategic suggestions of brand equity management of Guangdong small and medium-sized enterprises from three aspects. Firstly, it expounds the ways and methods of brand creation and accumulation from the aspects of process and relationship management. Then, from the aspects of law, innovation and crisis management, this paper puts forward the strategy of brand equity maintenance. Finally, based on the elements of brand equity and brand extension, it clarifies the specific suggestions of brand equity promotion, and calls on small and medium-sized enterprises to pay attention to brand equity operation.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】