建筑陶瓷品牌创新研究

发布时间：2018-05-15 01:33

本文选题：建筑陶瓷 + 品牌创新　；参考：《景德镇陶瓷学院》2008年硕士论文

【摘要】： 伴随着市场竞争的日益激烈,品牌对企业在提升其企业形象、增加效益、提高市场竞争力等方面的作用非常大,品牌是企业一笔巨大的无形的资产。目前建筑陶瓷品牌存在的问题大致有:建筑陶瓷品牌缺乏影响力、品牌理念落后、品牌策略不完善、品牌资产评测系统不健全等等。这些问题的存在严重制约着建筑陶瓷品牌的发展,因此品牌创新迫在眉睫。品牌创新是指随着企业经营环境变化和消费者需求变化,品牌内涵和表现形式也要适应时代的变化和科技的进步,以适应社会经济发展的需要;品牌创新就是创造新的品牌、创造品牌新的应用、引进和转让品牌资产来实现品牌的管理活动,品牌创新也是指企业要通过创造出竞争对手所不具备的先进技术和手段,提供比竞争对手更加完善的服务,满足顾客更新更高的需求,来保持和发展品牌的一种全新的经济活动。品牌创新是企业在当今复杂的市场竞争过程中以不断的变化求得竞争优势的重要途径之一。品牌创新是克服品牌老化的有效途径。建筑陶瓷品牌创新,先从品牌管理及品牌创新理论入手,对建筑陶瓷品牌发展状况进行分析,提出了建筑陶瓷品牌创新理念与方法;研究了建筑陶瓷品牌创新的策略,探讨了建筑陶瓷品牌创新效应分析及测评模型的构建。
[Abstract]:With the increasingly fierce competition in the market, brand plays a very important role in improving the corporate image, increasing the efficiency and improving the market competitiveness. Brand is a huge intangible asset of the enterprise. At present, the problems of architectural ceramic brand are: lack of influence, backward brand concept, imperfect brand strategy, imperfect evaluation system of brand equity and so on. The existence of these problems seriously restricts the development of architectural ceramic brand, so brand innovation is imminent. Brand innovation means that with the change of business environment and consumer demand, the connotation and manifestation of brand should adapt to the changes of the times and the progress of science and technology in order to meet the needs of social and economic development, and brand innovation is to create new brands. Create brand new applications, introduce and transfer brand assets to achieve brand management activities. Brand innovation also means that enterprises should provide more perfect services than competitors by creating advanced technologies and means that competitors do not have. Meet the higher demand of customers to maintain and develop a brand-new economic activity. Brand innovation is one of the important ways for enterprises to obtain competitive advantages through constant changes in the process of complex market competition. Brand innovation is an effective way to overcome brand aging. Based on the brand management and brand innovation theory, this paper analyzes the development of architectural ceramic brand, puts forward the idea and method of building ceramic brand innovation, and studies the strategy of building ceramic brand innovation. This paper discusses the analysis of brand innovation effect of architectural ceramics and the construction of evaluation model.
【学位授予单位】：景德镇陶瓷学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.71

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