提升我国企业品牌竞争力的战略研究

发布时间：2018-04-16 09:23

本文选题：品牌 + 品牌核心力　；参考：《湖南工业大学》2008年硕士论文

【摘要】： 随着市场竞争格局的变化,我国企业已由纯粹的产品竞争转向品牌竞争。品牌是企业一切无形资产总和的全息浓缩,品牌竞争已成为企业提高市场竞争力和市场占有率的主要手段。品牌竞争力是企业在市场竞争中产生的比较能力,是企业核心竞争力的外在表现。目前我国很多企业品牌理念观稚嫩,品牌意识薄弱,仅注重品牌知名度、忽视品牌美誉度,缺乏清晰的差异化的品牌定位,缺乏品牌的核心价值,缺乏长期的品牌规划,加之技术创新能力与核心竞争能力弱,缺乏自主品牌,这就在一定程度上限制了我国企业品牌发展的速度,阻碍了我国企业品牌国际化的进程。因此,如何树立中国品牌的高品质形象,提升我国企业的品牌竞争力地位,已成了考验我国企业最棘手的难题之一。研究如何提升我国企业品牌竞争力战略具有重要的理论意义和现实意义。根据我国企业品牌竞争力弱的现实,针对我国企业品牌管理存在的问题,采取系统分析法、归纳演绎法、比较分析法、案例分析法、理论和实际相结合的方法、进行理论研究和规范研究,从品牌本身、企业、政府三个层面出发,结合“品牌竞争力的八个结构层次”,运用现代品牌战略理论,提出我国企业如下提升品牌竞争力的战略措施:一是加强对品牌战略的宣传;二是营造良好的实施品牌战略的社会环境;三是培育良好的实施品牌战略的市场环境;四是充分发挥企业在推进战略中的主体作用。
[Abstract]:With the change of market competition pattern, Chinese enterprises have changed from pure product competition to brand competition.Brand is the holographic concentration of all intangible assets, and brand competition has become the main means for enterprises to improve their market competitiveness and market share.Brand competitiveness is the comparative ability of enterprises in the market competition, is the external performance of the core competitiveness of enterprises.At present, many enterprises in our country have immature concept of brand concept, weak brand consciousness, only pay attention to brand awareness, ignore brand reputation, lack of clear differentiated brand positioning, lack of core value of brand, lack of long-term brand planning.In addition, the technical innovation ability and core competitive ability are weak and lack of independent brand, which limits the speed of brand development in our country to some extent and hinders the process of enterprise brand internationalization in our country.Therefore, how to set up the high quality image of Chinese brand and improve the competitive position of Chinese enterprises has become one of the most difficult problems to test our enterprises.It is of great theoretical and practical significance to study how to improve the brand competitiveness strategy of Chinese enterprises.According to the fact that the brand competitiveness of our country's enterprises is weak, and aiming at the problems existing in the brand management of our country's enterprises, we adopt the methods of systematic analysis, inductive deduction, comparative analysis, case analysis, theory and practice.Carry on the theoretical research and the normative research, from the brand itself, the enterprise, the government three levels, unifies "the brand competitive ability eight structure levels", uses the modern brand strategy theory,This paper puts forward the following strategic measures to enhance the brand competitiveness of Chinese enterprises: first, to strengthen the publicity of brand strategy; second, to create a good social environment for the implementation of brand strategy; third, to foster a good market environment for the implementation of brand strategy;Fourth, give full play to the main role of enterprises in the promotion strategy.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】