E公司品牌战略案例研究

发布时间：2018-06-21 00:24

本文选题：E公司 + 发展规划　；参考：《华东理工大学》2017年硕士论文

【摘要】：在当前国际市场生产力处于过剩的状态下,所有开放市场经济国家都在不同程度上进入了买方市场,市场竞争的环境、手段等与以往相比都发生了较大的变化。这种情况下,市场的主要竞争形式必将是品牌的竞争,品牌战略的优劣将成为企业在竞争中出奇制胜的法宝。品牌价值的多少成为衡量一个企业综合实力的重要标准,实施品牌策略,已经成为这一个时代企业经营战略的重要内容。在这代理行业日趋激烈的竞争环境中,E公司应当根据实际情况规划合理的发展规划。E公司通过一系列的品牌战略,调整公司的发展规划,包括调整产业结构、把握产业价值定位,准确的设定符合公司自身情况的品牌发展战略。同时,E公司应当建立健全企业文化,通过合理的激励机制,充分调动员工的工作积极性,提高公司的运作效率和工作质量,并采取一定的措施保障激励机制的有效实施。为了使客户获得优质的售后服务,E公司必须完善公司的售后服务体系,赢得客户的品牌忠诚度。为了保证E公司的品牌战略能够如实的实施以及品牌的战略目标的完成,需要高质量的监控和评估体系作为评判依据。建立监控和评估体系可以更好地开展品牌建设工作,提高品牌发展工作的速度,并较为准确的评估品牌所具备的价值。本文通过相关理论对E代理公司的品牌战略相关理论及相关概念进行理论梳理,并给出了一些建议,旨在帮助E公司制度合理的品牌战略决策。
[Abstract]:At present, under the condition that the productivity of international market is in excess, all the open market economy countries have entered the buyer's market to some extent, and the environment and means of market competition have all changed greatly compared with the past. In this case, the main form of competition in the market will be the competition of the brand, and the advantages and disadvantages of the brand strategy will become the magic weapon for enterprises to outshine in the competition. The value of brand has become an important standard to measure the comprehensive strength of an enterprise, and the implementation of brand strategy has become an important content of enterprise management strategy in this era. In the increasingly competitive environment of the agency industry, Company E should plan a reasonable development plan according to the actual situation. E Company should adjust the company's development plan, including the industrial structure, through a series of brand strategies. Grasp the positioning of industrial value, and accurately set the brand development strategy in line with the company's own situation. At the same time, company E should establish and perfect the enterprise culture, fully mobilize the enthusiasm of the staff, improve the efficiency and quality of the company, and take certain measures to ensure the effective implementation of the incentive mechanism. In order to obtain high quality after-sales service, E Company must perfect its after-sales service system and win its brand loyalty. In order to ensure that E Company's brand strategy can be carried out truthfully and the strategic goal of the brand is fulfilled, a high quality monitoring and evaluation system is needed as the basis of evaluation. The establishment of monitoring and evaluation system can better carry out the work of brand building, improve the speed of brand development, and evaluate the value of brand more accurately. In this paper, the related theories and concepts of E agency company's brand strategy are analyzed theoretically, and some suggestions are given in order to help E Company to make rational brand strategy decision.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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