品牌整合策略的内部风险评价研究

发布时间：2018-03-04 15:04

本文选题：内部风险　切入点：品牌整合　出处：《上海交通大学》2009年硕士论文　论文类型：学位论文

【摘要】： 纵观现代商业发展,企业赖以生存和发展的核心竞争力最初集中于产品制造能力,最终则表现为对企业品牌的整合与运营能力。越来越多的企业都已开始对品牌进行整合以协调企业主品牌成员之间的关系,进一步扩大品牌的影响力并提高品牌的强势地位。但是企业在制定和实施品牌整合策略时,除了需要面临复杂动荡的外部环境,更会受到企业内部的各种不确定因素影响从而产生内部风险,这往往成为企业无法有效实现品牌整合策略的预期目标的主要障碍之一。在理论界,在理论界,对品牌整合策略实施过程中所面临的风险研究也正受到越来越多的关注。因此如何有效地识别评估品牌整合所会面临的内部风险,从而帮助企业了解品牌整合的风险以有效的进行风险管理是具有重要的理论和现实意义的。本文在文献研究的基础上,借鉴战略风险管理的思想,并结合战略地图的分析结构,从策略制定、执行能力和品牌资源三个方面对影响品牌整合内部风险的关键因素进行分析,在策略执行方面关键影响因素是品牌定位和企业战略的一致性,品牌价值的评估和品牌架构的评价三个关键因素;在执行力方面,根据战略执行力的研究结果分析得出对品牌整合的共识、协同和控制三个关键因素;在品牌资源方面,则有组织运营资源、产品供应资源、市场营销资源、和形象传播资源四个因素。找出关键影响因素之后,本文利用德尔菲法和层次分析法建立内部风险评价指标体系和层次结构,同时引入信息熵理论和熵权以规避人为主观因素的影响,计算出比层次分析法更为客观的品牌整合内部风险评价指标的权重。然后引入模糊数学,构建出品牌整合内部风险的模糊综合评价模型。最后选取上汽集团并购南京汽车集团这一事件为实证对象,应用前面建立的评价模型,对上汽集团并购南京汽车集团后,进行品牌整合时所面临的内部风险进行评价和分析。本文的研究不仅可以丰富品牌整合风险评价研究领域的内容,而且可以为帮助企业提高品牌整合风险管理水平,为企业规避风险提供科学有效的依据,帮助企业完善品牌整合效果,增强企业品牌的竞争实力。
[Abstract]:Throughout modern commercial development, the core competitiveness on which enterprises rely for survival and development is initially focused on product manufacturing capabilities. More and more enterprises have begun to integrate the brand to coordinate the relationship between the members of the enterprise brand. To further expand the brand's influence and enhance the brand's strong position. However, in formulating and implementing the brand integration strategy, enterprises need to face a complex and volatile external environment, It is also affected by various uncertainties within the enterprise, which often becomes one of the main obstacles for enterprises to effectively achieve the expected goal of brand integration strategy. More and more attention has been paid to the risk research in the implementation of brand integration strategy. Therefore, how to effectively identify and evaluate the internal risks of brand integration, Therefore, it is of great theoretical and practical significance to help enterprises understand the risks of brand integration and effectively carry out risk management. On the basis of literature research, this paper draws lessons from the idea of strategic risk management, and combines the analysis structure of strategic map, from the strategy formulation, The key factors affecting the internal risk of brand integration are analyzed from the aspects of executive ability and brand resources. The key factors in the implementation of strategy are the consistency of brand positioning and enterprise strategy. The evaluation of brand value and the evaluation of brand structure are three key factors; in the aspect of executive power, according to the analysis of the research results of strategic execution, the consensus on brand integration, coordination and control of three key factors are obtained; in the aspect of brand resources, There are four factors: organizational operating resources, product supply resources, marketing resources, and image dissemination resources. In this paper, the Delphi method and the Analytic hierarchy process are used to establish the internal risk evaluation index system and hierarchy structure. At the same time, the information entropy theory and entropy weight are introduced to avoid the influence of human subjective factors. The weight of the internal risk evaluation index of brand integration is calculated, which is more objective than the Analytic hierarchy process (AHP). Then fuzzy mathematics is introduced. This paper constructs a fuzzy comprehensive evaluation model of the internal risk of brand integration. Finally, this paper selects the incident of SAIC Group merger and acquisition of Nanjing Automobile Group as the empirical object, and applies the evaluation model established previously, after SAIC Group M & A Nanjing Automotive Group, The internal risk of brand integration is evaluated and analyzed. The research in this paper can not only enrich the research field of brand integration risk evaluation, but also can help enterprises improve the level of brand integration risk management, and provide scientific and effective basis for enterprises to avoid risks. Help enterprises to improve brand integration effect, enhance the competitive strength of enterprise brands.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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