高技术企业品牌成长战略及策略研究

发布时间：2018-03-13 16:02

本文选题：高技术企业　切入点：品牌资产　出处：《北方工业大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着经济全球化的飞速发展,尤其是随着我国加入WTO进程的不断深化,众多国外高技术品牌纷纷涌入国门,利用其强大的技术优势、品牌优势、管理优势迅速抢占国内市场,给我国高技术企业的发展造成严重威胁。未来社会是知识经济的社会,作为知识载体的高技术企业在国民经济发展中占有越来越重要的地位。因此,在科技飞速发展的今天,如何快速建立强势品牌成为目前我国高技术企业面临的一项重要课题。本文采用规范研究和案例研究相结合的研究方法,分析了品牌成长的衡量维度,依据品牌资产与动态能力高低的不同划分了品牌成长状态,推演出品牌成长路径,并根据品牌成长状态及路径制定有针对性的战略及策略,得出了以下结论。对品牌成长的衡量不能单单考虑品牌的市场占有率、市场领先地位等因素,还要认识到品牌资产价值的来源是企业自身对品牌资产的经营能力,品牌资产的积累源于品牌经营者对环境的变化做出的积极反应并有效协调和部署企业内外部资源从而保证品牌战略及策略的有效实施。根据品牌资产与动态能力高低的不同可以将品牌成长状态分为四种,分别是萌芽品牌、潜力品牌、成功品牌与危机品牌,典型的品牌成长路径是品牌由萌芽品牌起步,成为潜力品牌,进而达到成功品牌,在萌芽品牌成为潜力品牌的过程中,战略基础是提炼品牌的核心价值,重要的战略是品牌定位,战略措施是建立清晰、丰富的品牌识别;在潜力品牌成为成功品牌的过程中,主要通过品牌扩张战略提升品牌的知名度和美誉度,最终建立品牌忠诚;通过维护战略维持成功品牌的品牌形象以及高忠诚度,通过危机管理策略帮助品牌脱离困境。
[Abstract]:With the rapid development of economic globalization, especially with the deepening of the process of China's entry into WTO, many foreign high-tech brands pour into the country one after another, taking advantage of their strong technological advantages, brand advantages and management advantages to seize the domestic market rapidly. The future society is the society of knowledge economy, and the high-tech enterprise as the carrier of knowledge occupies a more and more important position in the development of national economy. Therefore, with the rapid development of science and technology today, How to quickly establish a strong brand has become an important issue for high-tech enterprises in China. This paper analyzes the dimension of brand growth by combining normative research with case study, divides the state of brand growth according to the level of brand equity and dynamic ability, and deduces the path of brand growth. And according to the brand growth state and path to formulate targeted strategies and strategies, draw the following conclusions. The measurement of brand growth should not only consider the market share of brand, market leading position and other factors, but also realize that the source of brand equity value is the enterprise's own management ability of brand equity. The accumulation of brand equity originates from the positive response of brand managers to the change of environment and the effective coordination and deployment of internal and external resources to ensure the effective implementation of brand strategy and strategy according to brand equity and dynamic ability. Different levels of brand growth can be divided into four states, They are sprout brand, potential brand, successful brand and crisis brand. The typical path of brand growth is that brand starts from sprout brand, becomes potential brand, and then reaches successful brand. In the process of sprout brand becoming potential brand, The strategic foundation is to refine the core value of the brand, the important strategy is the brand positioning, the strategic measure is to establish clear and rich brand identification, in the process of the potential brand becoming a successful brand, Mainly through the brand expansion strategy to enhance the popularity and reputation of the brand, and ultimately establish brand loyalty; through maintaining the strategy to maintain the brand image of successful brands and high loyalty, through crisis management strategy to help the brand out of the predicament.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【相似文献】