品牌知识特性与企业成长研究

发布时间：2018-03-20 20:34

本文选题：品牌　切入点：品牌知识　出处：《山东大学》2008年硕士论文　论文类型：学位论文

【摘要】： 在市场经济条件下,企业是社会经济的微观运行主体。它一方面为人类生产和创造着物质财富;另一方面更为人类承载与传播着精神文明。企业成长已经成为经济繁荣的重要基础,成为国家竞争优势的主要源泉。长期以来,企业的寿命与成长成为世界范围内深切关注的话题。许多企业寿命很短,而有些百年以上的企业依旧生机勃勃。我们不禁要问,企业的成长依靠的是什么?品牌对于企业来说意味着什么?企业品牌和企业成长之间有何联系? 为了从理论上解释上述问题,本文通过一系列的定义和推理,建立起企业持续成长问题的分析框架,并结合案例对有关论点进行了论证和补充。本文认为企业是知识的集合体,企业的核心竞争力来自于企业所拥有的独特的知识。通过知识的创新和积累,能够形成和提升企业的核心竞争力,并由此实现企业的持续健康发展。企业成长是指企业的质和量互动发展的过程,是企业知识积累和规模扩张的统一,其本质是企业知识的创新和积累。本文认为,品牌是企业的一种重要的知识,品牌中的知识也包括显性知识和隐性知识,企业通过品牌的知识积累与品牌创新,形成企业核心竞争力,进而促进企业成长。在度过企业成长的成熟期之后,企业可以依靠其所拥有的独特的品牌知识进入一个变革再生期,进而实现企业的持续成长。此外,本文还提出了企业持续成长的四阶段模型,并分析了在企业成长的各个阶段企业应采取的品牌策略。本文的研究遵循一个“提出问题——理论研究——案例研究——研究结论”的思路。首先,通过对有关品牌、企业成长理论和实践的分析,将研究问题界定为品牌知识与企业持续成长研究;其次,通过构建一系列概念和模型,分析了企业知识分类、品牌的知识特性、品牌知识如何促进企业成长,建立起理论研究的基础和铺垫;再次,选取可口可乐和海尔集团的企业成长案例,作为理论观点的论证和补充。最后,提出企业持续成长的四阶段模型,并分析了企业在成长个阶段应采取的品牌策略。
[Abstract]:Under the condition of market economy, enterprise is the microcosmic operating subject of social economy. On the one hand, it produces and creates material wealth for human beings. On the other hand, human beings are carrying and spreading spiritual civilization. Enterprise growth has become an important foundation of economic prosperity and the main source of national competitive advantage. For a long time, The life span and growth of enterprises have become a topic of deep concern all over the world. Many enterprises have a very short life span, while some enterprises with more than one hundred years are still alive. We cannot help but ask, what does the growth of enterprises depend on? What does the brand mean to the enterprise? What is the relationship between corporate brand and business growth? In order to explain the above problems in theory, this paper establishes an analytical framework for the sustainable growth of enterprises through a series of definitions and reasoning. This paper argues that the enterprise is the aggregate of knowledge, the core competence of the enterprise comes from the unique knowledge owned by the enterprise, and through the innovation and accumulation of the knowledge, It can form and enhance the core competitiveness of the enterprise, and realize the sustainable and healthy development of the enterprise. The growth of the enterprise refers to the process of the interactive development of the quality and quantity of the enterprise, which is the unity of the accumulation of knowledge and the expansion of the scale of the enterprise. The essence is the innovation and accumulation of enterprise knowledge. This paper holds that brand is an important knowledge of the enterprise, the knowledge in the brand also includes explicit knowledge and tacit knowledge, the enterprise through the brand knowledge accumulation and brand innovation, After passing through the mature period of enterprise growth, the enterprise can enter a period of transformation and regeneration by relying on its unique brand knowledge, and then realize the sustainable growth of the enterprise. This paper also puts forward a four-stage model of enterprise sustainable growth, and analyzes the brand strategy that should be adopted in each stage of enterprise growth. This paper follows the idea of "posing questions-theoretical research-case study-conclusion of research". Firstly, through the analysis of brand, enterprise growth theory and practice, Secondly, by constructing a series of concepts and models, this paper analyzes the classification of enterprise knowledge, the knowledge characteristics of brand, and how brand knowledge promotes the growth of enterprises. The foundation and foundation of theoretical research are established. Thirdly, the enterprise growth cases of Coca Cola and Haier Group are selected as theoretical arguments and supplements. Finally, a four-stage model of sustained growth of enterprises is proposed. And analyzed the brand strategy that the enterprise should adopt in the growth stage.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F272

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