施耐德电气公司品牌整合设计

发布时间：2018-05-28 04:18

本文选题：品牌整合 + 品牌战略　；参考：《合肥工业大学》2009年硕士论文

【摘要】： 施耐德电气公司是一家全球范围的电气与自动化产品行业领导者。公司自1987年进入中国以来,一直实施多品牌战略,并取得了很好的增长。自进入2008年以来,宏观环境的恶化使企业的增长放慢,并暴露出了很多之前并没有被关注到的问题。比如竞争激烈导致的利润减少,机构臃肿带来的效率低下。如何去调整企业战略,应对新形势下的市场竞争呢?本文给出的答案是:进行品牌整合,实施单品牌战略,促进解决方案销售。本论文以施耐德电气公司的品牌管理现状为研究对象,通过对公司内外部环境的综合分析,指出施耐德电气公司为什么应该采用单一品牌战略,分析了实施品牌整合的作用及意义,并综合公司情况作出了品牌整合的方案设计。同时也作为一个实例,将企业通过品牌战略的调整对市场营销策略的影响作一个简略阐述。
[Abstract]:Schneider Electric is a worldwide leader in electrical and automation products. Since its entry into China in 1987, the company has been implementing multi-brand strategy, and achieved good growth. Since the beginning of 2008, the deterioration of the macro environment has slowed the growth of enterprises and exposed a lot of previously unnoticed problems. For example, fierce competition results in reduced profits and low efficiency caused by bloated institutions. How to adjust the enterprise strategy and cope with the market competition under the new situation? The answer is: brand integration, single-brand strategy, solution sales. This paper takes the brand management status of Schneider Electric Company as the research object, points out why Schneider Electric Company should adopt the single brand strategy through the comprehensive analysis of the internal and external environment of the company. This paper analyzes the function and significance of brand integration, and designs the scheme of brand integration. At the same time, as an example, the influence of brand strategy adjustment on marketing strategy is briefly explained.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.6;F273.2

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