企业品牌资源管理策略的初步研究

发布时间：2018-03-11 13:03

本文选题：品牌资源管理　切入点：品牌资源　出处：《中国海洋大学》2009年硕士论文　论文类型：学位论文

【摘要】： 品牌是企业巨大的无形资产,也是企业参与竞争的有力武器,任何企业拥有永久市场的唯一办法就是拥有在市场上有统治地位的品牌。在现代市场竞争转向品牌竞争的背景下,要求企业综合运用品牌管理策略,深度开发品牌资源,以提升品牌形象。本论文的写作目的正是在于研究品牌资源管理策略的创新,在于探索更有效的品牌资源管理模式,要求企业更加有效地利用内外部资源、更加完善的整合企业内外部资源,增强企业的市场竞争力。在传统品牌管理策略并不明显的情况下,如何有效地提高品牌知名度及美誉度、增强企业的市场竞争力,已成为理论界研究的焦点问题。本文通过实践总结,凝练提出了品牌资源管理理论。笔者在理论综述和环境分析的基础上,提出品牌资源的观点,然后提出了品牌资源管理理论、品牌资源管理策略和实施。笔者认为品牌资源管理适应企业发展的需要,为众多企业所青睐,成为企业增强市场竞争力、提高品牌知名度、品牌美誉度、增强发展后劲的有效途径。如联想、伊利等大型企业集团纷纷与国内外资源整合,以提升品牌影响力,如联想与IBM PC业务的整合,为联想品牌的国际影响力增添了“砝码”;伊利与湖南电视台的“快乐大本营”合作,为伊利品牌注入了更多的“时尚、年轻、快乐”的韵味,不管是联想,还是伊利,资源的整合都是为了延伸品牌的扩展力,一方面产品销量能够得到了增长,市场竞争力得以提高;另一方面,品牌知名度、美誉度得到迅速提高。本文采用案例分析方法、归纳和演绎结合的研究方法及系统分析方法,结合当前市场竞争背景,综合分析当前市场环境,总结当前企业实践经验,创新性的提出了品牌资源管理理论,从品牌资源的角度开展管理,初步研究了品牌资源管理的含义、特点、意义、原则,品牌资源管理的策略以及如何实施品牌资源管理。本文初步构建品牌资源管理的理论体系,提出了相对比较具体的策略及实施步骤,这对当前企业如何搞品牌管理有重要的理论指导意义,对企业增强竞争力、提高品牌知名度美誉度有重要的实践指导意义。
[Abstract]:Brand is a huge intangible asset of an enterprise, and it is also a powerful weapon for an enterprise to participate in the competition. The only way for any enterprise to have a permanent market is to own a dominant brand in the market. Enterprises should make comprehensive use of brand management strategies and develop brand resources in depth in order to enhance brand image. The purpose of this thesis is to study the innovation of brand resource management strategy, to explore a more effective brand resource management model, to require enterprises to make more effective use of internal and external resources, and to integrate internal and external resources more perfectly. Under the condition that the traditional brand management strategy is not obvious, how to effectively improve the brand popularity and reputation and enhance the market competitiveness of enterprises has become the focus of theoretical research. Based on the summary of theory and environment analysis, the author puts forward the viewpoint of brand resource, and then puts forward the theory of brand resource management. Brand resource management strategy and implementation. The author thinks that brand resource management meets the needs of the development of enterprises, is favored by many enterprises, become an enterprise to enhance market competitiveness, improve brand awareness, brand reputation, Large enterprise groups such as Lenovo and Yili have integrated with domestic and foreign resources to enhance brand influence, such as Lenovo's integration with IBM PC business, It has added "weight" to the international influence of the Lenovo brand, and the cooperation between Yili and Hunan TV's "Happy Camp" has injected more "fashion, youth and happiness" into the Yili brand, whether it is Lenovo or Yili. The integration of resources is to extend the expansion of the brand, on the one hand, product sales can be increased, market competitiveness can be improved; on the other hand, brand awareness, reputation has been rapidly improved. This paper adopts the case analysis method, induces and deduces the research method and the system analysis method, combines the current market competition background, synthetically analyzes the current market environment, summarizes the current enterprise practice experience. Innovatively put forward the theory of brand resource management, carry out management from the perspective of brand resources, and preliminarily study the meaning, characteristics, significance, principle of brand resource management. The strategy of brand resource management and how to implement brand resource management. This paper preliminarily constructs the theoretical system of brand resource management, and puts forward relatively specific strategies and implementation steps. This is of great theoretical significance to the current enterprise how to carry out brand management, it is also of great practical significance to enhance the competitiveness of the enterprise and to improve the reputation of the brand.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】