宁夏电通物联网科技股份有限公司品牌战略研究

发布时间：2018-03-17 19:21

本文选题：品牌　切入点：品牌战略　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济市场化的不断深入,使企业间的竞争变得越发激烈,这种竞争已经从最早期的产品功能竞争上升到品牌竞争,而且品牌作为一种独有的无形资产,已经成为企业获取竞争优势的重要手段。物联网行业作为朝阳产业,其产业规模已超万亿,跻身其中的不乏华为、特斯拉、亚马逊、谷歌、微软等全球知名企业,然而这些知名企业在物联网方面并没有进行过多的宣传。“宁夏电通物联网科技股份有限公司”(以下简称“电通物联”)作为其中的一员,经过几年的发展,虽然已经进入快速发展阶段,但由于其一直没有整体的品牌战略规划,使得在激烈的市场竞争中愈加乏力。本课题通过文献分析法对品牌内涵的梳理、品牌战略研究以及品牌形象识别及传播等内容进行深入研究,通过访谈法了解到的电通物联品牌现状及存在的问题做了详细阐述,将理论与实际问题结合解决了电通物联品牌战略的三个关键问题:品牌内涵梳理、品牌形象塑造以及品牌传播系统化。从而给出了品牌战略的整体规划,最后通过电通物联的实际情况将品牌规划落地。通过本课题的研究,电通物联品牌战略体系建设对电通物联的整体战略实施具有辅助支撑作用,通过品牌战略规划的引领来形成整体战略的落地实施,通过品牌战略的落地实施,可以使电通物联提高品牌知名度、取得更大的市场份额、更多的经济利益和社会效益,使电通物联转板成功。
[Abstract]:With the deepening of economic marketization, the competition between enterprises becomes more and more fierce. This competition has risen from the earliest product function competition to brand competition, and brand as a unique intangible asset, It has become an important means for enterprises to gain competitive advantage. As a sunrise industry, the Internet of things industry has a scale of more than trillion yuan. Among them are Huawei, Tesla, Amazon, Google, Microsoft and other world-renowned enterprises. However, these well-known enterprises have not carried out too much publicity on the Internet of things. "Ningxia Dantong Internet of things Technology Co., Ltd." (hereafter referred to as "Dentsu and other things") as one of them, after several years of development, Although it has entered the stage of rapid development, because of its lack of overall brand strategic planning, it has become more and more weak in the fierce market competition. Brand strategy research and brand image identification and dissemination of the content of in-depth research, through interviews to understand the status quo and problems of the Dentsu brand in detail. Combining theory with practical problems, the paper solves three key problems of Dentsu's brand strategy: brand connotation combing, brand image shaping and brand communication systematization, so the overall planning of brand strategy is given. Through the research of this subject, the construction of the brand strategy system of the Dentsu and the material Union has a supporting role to the implementation of the overall strategy of the Dentsu and material Alliance, and finally, through the actual situation of the link, the brand planning will fall to the ground. Through the guidance of brand strategic planning to form the overall strategy of landing implementation, through the brand strategy of landing implementation, can make Dentsu to enhance brand awareness, obtain a greater market share, more economic and social benefits, Make the electric connection board succeed.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F49

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