对提升我国企业品牌竞争力的思考

发布时间：2018-03-25 12:14

本文选题：品牌　切入点：品牌竞争力　出处：《西南财经大学》2009年硕士论文

【摘要】： 随着经济全球化和市场经济的发展,品牌作为一种无形资产,已经在现代企业竞争中起着至关重要的作用。而我国企业品牌竞争力的弱势是明显的,我们所面临的品牌竞争挑战也将更加严峻。本文在逻辑上分为四个部分: 第一部分,对品牌和品牌竞争力的概述。首先介绍了品牌的三个特点,即排他性、价值性和稳定性与更新性。然后对品牌的构成要素进行分析,提出品牌由品牌品质、品牌文化、品牌支持和品牌影响力四方面构成,其中包括产品质量、产品形象、品牌标识等显性因素和品牌文化、品牌影响力、品牌个性等隐形因素以及物流、终端、公关等支持因素。其次,对品牌竞争力的内涵进行了分析,指出了品牌竞争力是一种比较力,是在企业生产经营过程中形成的,是动态的产物,而不是静态要素的结果。最后提出我国企业提升品牌竞争力的必然性。第二部分,对我国品牌管理现状的分析。首先分析了我国企业品牌的发展现状,肯定我国企业品牌在发展过程中取得的成绩,然后指出我国企业品牌与国际品牌在产品规模和出口创汇能力上、在品牌增值创利能力上、在品牌知识产权上以及在品牌管理上的差距,最后对影响我国企业品牌竞争力提升的制约因素进行了深入分析,包括不发达的市场经济发展水平,缺乏品牌意识,科技投入大与科技成果转化率低的矛盾以及我国企业品牌发展误区等四个方面。第三部分,通过案例分析,对在我国品牌竞争力提升过程中出现的主要成功的经验和失败的教训进行全面探讨。首先是反面案例的呈现,包括了对“大宝”、、“联想”、“三鹿”等品牌在发展过程中出现的问题进行分析和反思。然后是正面案例的呈现,即对“五粮液”、青岛企业品牌发展实践的分析以及经验的总结。第四部分,提出提升我国企业品牌竞争力的建议。主要从政府和企业两个角度进行了分析。首先从政府的角度,指出了政府应该致力于促进市场经济发展的同时优化企业品牌竞争力提升的社会经济环境。然后从企业自身的角度,提出了四个问题的思考,即科学品牌定位、坚持品牌集团化和多元化发展以及怎么样在与国外品牌的竞争中学习,在学习中竞争。
[Abstract]:With the development of economic globalization and market economy, brand, as an intangible asset, has played an important role in the competition of modern enterprises. Our brand competition challenge will also be more severe. This paper is logically divided into four parts:. The first part is an overview of brand and brand competitiveness. Firstly, it introduces the three characteristics of brand, namely, exclusiveness, value, stability and renewal. Brand culture, brand support and brand influence, including product quality, product image, brand identity and other dominant factors and brand culture, brand influence, brand personality and other hidden factors, as well as logistics, terminal, etc. Secondly, it analyzes the connotation of brand competitiveness, and points out that brand competitiveness is a kind of comparative force, formed in the process of enterprise production and operation, and is a dynamic product. It is not the result of static factors. Finally, the inevitability of promoting brand competitiveness of Chinese enterprises is put forward. In the second part, the author analyzes the current situation of brand management in our country. Firstly, it analyzes the current situation of the development of Chinese enterprise brand, and affirms the achievements made in the process of the development of Chinese enterprise brand. Then it points out the gap between Chinese enterprise brand and international brand in product scale, export foreign exchange earning ability, brand value-added earning ability, brand intellectual property right and brand management. At last, it analyzes the restrictive factors that affect the promotion of brand competitiveness of Chinese enterprises, including the underdeveloped level of market economy, lack of brand awareness, The contradiction between the big investment of science and technology and the low conversion rate of scientific and technological achievements and the misunderstanding of brand development in our country are four aspects. The third part, through the case analysis, discusses the main successful experiences and the lessons of the failure in the process of promoting the brand competitiveness of our country. It includes the analysis and reflection of the problems in the development process of the brands such as "Da Bao", "Lenovo", "Sanlu" and so on, and then the presentation of positive cases, that is, the analysis of "Wuliangye", the analysis of Qingdao enterprise brand development practice and the summary of experience. In the fourth part, the author puts forward some suggestions on how to improve the brand competitiveness of Chinese enterprises. It mainly analyzes from the angle of government and enterprise. First of all, from the angle of government, This paper points out that the government should devote itself to promoting the development of market economy and optimizing the social and economic environment for the promotion of enterprise brand competitiveness. Then, from the angle of the enterprise itself, it puts forward four problems, that is, scientific brand positioning. Adhere to brand collectivization and diversified development and how to learn in competition with foreign brands, in learning competition.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】