2008年到2015年联想在美国的品牌形象塑造和消费者认知对比研究

发布时间：2018-03-08 22:02

本文选题：2008年　切入点：2015年　出处：《北京外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌已经成为区分公司和产品竞争力和价值的重要指标之一。品牌咨询机构Interbrand发布的2015年"全球最具价值品牌100强"排行榜中,苹果和谷歌连续第三年包揽冠亚军1。华为、联想是仅有的两家上榜的中国公司。中国民族企业在改革开放之后数量激增,但国际竞争力却仍旧处于劣势。从历史原因上讲,中国企业的品牌意识成熟较晚:20世纪八十年代末九十年代初一批广告和公共关系公司才开始陆续进入中国,中国的民族企业在很长一段时间将广告作为促销环节对待,更是将公共关系与中国的"酒桌文化"直接想联系。缺乏品牌的战略意识是中国企业失败的原因之一。本文就将联想品牌形象作为研究对象,联想作为中国民族企业"走出去"的第一批。在2005年收购了 IBM的个人电脑业务,一时成为国人口中的"中国崛起"之典范,而实际上根据对联想内部员工的深度采访,联想在2008年前后的美国市场活动遭遇严峻挑战。因此,在新的市场时期,联想采取全新的品牌形象战略,并希望通过其品牌战略创造新一代国际化的品牌形象,提升其国际竞争力。本文的研究问题主要聚焦两个方面:一、联想预期的品牌形象是什么?二、真实的联想品牌形象又是什么?首先,本文借助文献资料和深度访谈等研究方法以把握联想的预期品牌形象;然后通过问卷调查和定量研究分析的方法在美国消费者中对其预期品牌形象进行验证。经过一系列研究,文章发现"国际化""创新力"是美国消费者对于品牌正向评价最重要的两个关键词,而对于联想的积极形象也是基于以上两点。联想的"实践者"品牌形象深入人心,但在品牌区别度和年轻化的层面上,联想的品牌形象做的明显不够。
[Abstract]:Brands have become an important indicator of the competitiveness and value of regional branches and products. In 2015, Interbrand, a brand consultancy, ranked Apple and Google the top 100 brands in the world for the third year in a row. Lenovo is the only two Chinese companies on the list. The number of Chinese national enterprises has soared after the reform and opening up, but the international competitiveness is still at a disadvantage. The brand awareness of Chinese enterprises matured relatively late at the end of 80s at the end of the 20th century and the beginning of 90s when a batch of advertising and public relations companies began to enter China. Chinese national enterprises treated advertising as a promotional link for a long time. The lack of strategic awareness of brand is one of the reasons for the failure of Chinese enterprises. This paper takes Lenovo brand image as the object of study. Lenovo, as the first batch of Chinese national enterprises to "go out," acquired IBM's personal computer business in 2005. It became a model of "China's rise" in what Chinese people call "China's rise." in fact, according to in-depth interviews with Lenovo's internal employees, Lenovo faced severe challenges in its American market activities around 2008. Therefore, in the new market period, Lenovo adopts a brand new image strategy and hopes to create a new generation of international brand image through its brand strategy. To enhance its international competitiveness. This study focuses on two aspects: first, what is Lenovo's expected brand image? Second, what is the real Lenovo brand image? First of all, with the help of literature and in-depth interviews and other research methods to grasp Lenovo's expected brand image; Then, by means of questionnaires and quantitative research and analysis, the expected brand image of American consumers is verified. After a series of studies, The article finds that "internationalization" and "innovation" are the two most important keywords for American consumers' positive evaluation of brand, and the positive image for Lenovo is also based on the above two points. But on the level of brand distinction and youth, Lenovo's brand image is obviously not enough.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.67;F273.2

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