安耐凯科技发展有限公司品牌建设研究

发布时间：2018-04-22 21:08

本文选题：中小企业 + 品牌建设　；参考：《北京交通大学》2013年硕士论文

【摘要】：在全球经济一体化的今天,特别是我国加入WTO之后,中国作为世界工厂的职能越来越突显,尤其是在电子产品生产领域,中国凭借其丰富的廉价劳动力、广阔的地域与巨大的市场已经成为世界电子产品的首要生产国。据工信部《2011年电子信息产业统计公报》的数据显示,在2011年,我国彩电、手机、计算机等主要电子产品产量占全球出货量的比重已经分别达到48.8%、70.6%和90.6%,均名列世界第一。由此可见,我国电子产品制造业在世界电子产业中所处的重要地位。虽然我国电子产品的生产量与比重与日上升,而我国企业在电子产业链中所持有的利润却日渐下滑,究其原因,因为全球电子产品的众多品牌大多来自欧美市场,如同其他行业一样,国外的渠道品牌商拥有该产业链的大部分利润,这就对我国的电子产品生产制造商提出了一个迫待解决的问题：建立自主品牌,贴牌出口与自主品牌并重。事实上,品牌无论作为一种经济现象还是作为一门学科,都已经远远超越其保证产品品质和服务、象征身份和财富的范畴,品牌已成为推动经济发展的无形资产和力量。无论对于企业还是国家来说,目前品牌反映的内容已经突破了商品的界限,上升到国家形象和国家竞争力的层面。在经济全球化时代,最宝贵的财富已不再是厂房和设备,而廉价的劳动力成本也不能成为其长久的优势,我国电子产品生产加工企业必须朝高附加值、高科技的方向发展,而品牌就是建立高附加价值的重要途径,因此,品牌建设成为我国中小型电子产品生产加工企业为应对内外部严峻挑战,获得生存与成长不可回避而非常紧迫的问题。本文着重对安耐凯公司的品牌建设进行研究,结合国内外品牌建设理论的发展以及安耐凯公司的特点,在对安耐凯公司进行品牌建设内外环境分析的基础上,对安耐凯公司的品牌建设模式现状进行剖析,指出其品牌建设的优势与不足之处,进而对其所存在的问题找出解决对策,并在前面分析的基础上,结合企业需求和特点,提出安耐凯品牌建设中应采取的有效策略。本文认为安耐凯公司应该结合自身的特点,做好品牌建设整体战略规划,并利用目前新媒体如网络的强大传播力量,选择多种品牌宣传渠道来创建自主品牌,同时对品牌管理模式进行完善。目前,安耐凯公司创建自有品牌已经刻不容缓。本文从品牌意识和品牌策略两个层面,安耐凯面临的机会和劣势两个方面展开分析,有针对性地围绕安耐凯应采取哪些有效策略,如何创建自主品牌这一核心问题展开探讨。本文通过对安耐凯品牌建设现状和问题进行梳理的基础上,对其重点与难点加以分析,以期通过安耐凯公司的案例为中小型电子产品生产加工企业品牌建设的进一步深入研究提供借鉴,为我国中小企业的品牌建设道路指明方向。
[Abstract]:In today's global economic integration, especially after China's entry into WTO, China's function as a world factory is becoming more and more prominent, especially in the field of electronic products production, China relies on its abundant cheap labor force. Vast territory and huge market have become the world's leading producer of electronic products. According to the data of the 2011 Electronic Information Industry Bulletin of the Ministry of Industry and Information Technology, in 2011, the output of major electronic products such as color TV sets, mobile phones, computers and other major electronic products in China accounted for 48.8% and 90.6% of the world's total shipments, respectively, ranking first in the world. Thus, our electronic products manufacturing industry in the world electronic industry in an important position. Although the production and proportion of electronic products in our country are increasing day by day, the profits held by Chinese enterprises in the electronic industry chain are declining day by day. The reason is that most of the global brands of electronic products come from the European and American markets. As in other industries, foreign channel brands own most of the profits of the industry chain, which puts forward a pressing problem for our electronic product manufacturers: to establish their own brands, and to pay equal attention to the export of brands as well as their own brands. In fact, whether as an economic phenomenon or as a discipline, brand has gone far beyond the scope of ensuring product quality and service, symbolizing identity and wealth. Brand has become an intangible asset and power to promote economic development. Whether for enterprises or countries, the current brand reflects the content has broken through the boundaries of commodities, rising to the national image and national competitiveness. In the era of economic globalization, the most precious wealth is no longer factory building and equipment, and the cheap labor cost can not become its long-term advantage. The electronic products production and processing enterprises in our country must develop in the direction of high value-added and high technology. The brand is an important way to establish high added value. Therefore, brand building has become an urgent problem for the small and medium electronic products production and processing enterprises in China to cope with the internal and external severe challenges, survival and growth can not be avoided. This paper focuses on the research on the brand construction of Anechai Company, combined with the development of the brand construction theory at home and abroad and the characteristics of Anechai Company, on the basis of the analysis of the internal and external environment of the brand building of Anechai Company. This paper analyzes the current situation of the brand construction mode of Anechai Company, points out the advantages and disadvantages of its brand construction, and then finds out the solutions to its problems, and on the basis of the previous analysis, combines the needs and characteristics of the enterprise. The effective strategy should be adopted in the construction of Anecai brand is put forward. This paper holds that Anai Kai Company should combine its own characteristics, do a good job of brand building overall strategic planning, and take advantage of the current new media such as the powerful communication power of the network, choose a variety of brand promotion channels to create their own brand. At the same time, the brand management model is improved. At present, an Nai Kai company to establish its own brand has been urgent. This paper analyzes the opportunities and disadvantages faced by Anecai from two aspects: brand consciousness and brand strategy. It focuses on what effective strategies Anechai should take and how to create its own brand. On the basis of combing the current situation and problems of Anechai brand construction, this paper analyzes its key and difficult points. In order to provide reference for further research on brand construction of medium and small electronic products production and processing enterprises through the case of Anechai Company, this paper points out the direction of brand building for small and medium-sized enterprises in China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.6

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