我国印刷物资流通企业的品牌经济研究

发布时间：2018-06-15 16:35

本文选题：我国 + 印刷　；参考：《山东大学》2009年硕士论文

【摘要】： 本文把品牌这一影响和制约消费者行为选择的要素引入到印刷物资流通行业中来,利用选择成本分析范式,通过研究品牌与需求曲线之间的关系,从而精确的刻画出品牌在印刷物资流通行业中影响消费者选择行为的局限条件。同时以品牌为核心要素,引入到消费者选择理论经济增长理论当中,构建出印刷物资流通行业的品牌经济理论框架。全文共分五章,依次是导论、我国印刷物资流通企业品牌的现状分析、商业企业定价权的品牌经济分析、山东省印刷物资公司的品牌建设、结论与政策建议。本文最大的也是最可能的创新是将品牌引入到印刷物资流通行业中,为印刷物资流通行业的发展建立起一个完整的分析框架。具体表现在: 1、通过研究品牌是如何影响印刷物资流通行业品牌选择行为的,进而把品牌与整个印刷物资流通行业的需求曲线联系起来,通过链式分析,为今后印刷物资流通行业的发展提供品牌经济学基础。 2、对印刷物资流通企业的盈利模式进行分析,应用品牌经济学的原理,分析了品牌可以提高印刷物资流通企业的盈利能力,从品牌的角度为企业的长期盈利发展做出贡献。 3、以山东省印刷物资公司为例,应用品牌经济学原理,推出了山东省印刷物资公司发展的品牌策略,为未来印刷物资流通企业的发展创立了理论依据。
[Abstract]:In this paper, brand is introduced into the printing material circulation industry, and the relationship between brand and demand curve is studied by using the paradigm of choice cost analysis. Thus accurately depicts the brand in the printing material circulation industry influence consumer choice behavior limitation condition. At the same time, taking brand as the core factor, it introduces the theory of consumer choice into the theory of economic growth, and constructs the brand economic theoretical framework of printing material circulation industry. The full text is divided into five chapters, followed by the introduction, the analysis of the current situation of printing materials circulation enterprises in China, the brand economic analysis of the pricing power of commercial enterprises, the brand construction, conclusions and policy recommendations of the printing materials company in Shandong Province. The biggest and most possible innovation in this paper is to introduce the brand into the printing material circulation industry, and to establish a complete analysis framework for the development of the printing material circulation industry. The concrete manifestation is: 1, by studying how the brand influences the brand selection behavior of the printing material circulation industry, and then connecting the brand with the demand curve of the whole printing material circulation industry, through the chain analysis, To provide the basis of brand economics for the future development of printing material circulation industry. 2. Analyze the profit model of printing material circulation enterprises, apply the principle of brand economics, This paper analyzes that the brand can improve the profitability of the printing material circulation enterprises, and contribute to the long-term profit development of the enterprises from the perspective of the brand. 3. Taking Shandong Printing material Company as an example, the principle of brand economics is applied. The brand strategy for the development of Shandong Printing material Company is put forward, which provides a theoretical basis for the development of printing material circulation enterprises in the future.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F259.23;F426.84

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