机床企业品牌发展策略研究

发布时间：2018-06-23 01:10

本文选题：机床企业 + 品牌发展　；参考：《兰州理工大学》2009年硕士论文

【摘要】： 在经济全球化的今天,中国机床企业要在全球范围的竞争中生存下去,并逐步取得竞争优势,就必须在战略的高度上重视并发展品牌。实施品牌发展策略能够提高中国机床在世界机床行业中的地位,冲破发达国家对中国机床的技术封锁;对于推动机床行业的产业结构调整和资源优化配置,提高机床企业的自主创新能力和产品质量水平,增强我国机床产品和企业的国际竞争力,引导消费,将能起到十分积极的作用。本文分析了实施机床品牌发展策略的主体——中国机床企业,在品牌经营中存在着缺乏良好的品牌形象、品牌意识较低、品牌定位模糊、推广措施不利和方法单一等,导致了中国机床在国际市场竞争中的弱势地位,也反映出经营活力不足、创新较少的深层次问题。本文以品牌经营理论、交易成本理论、消费者行为理论、核心能力理论和产业组织理论为基础,从机床品牌创立、维护、延伸三个方面提出了机床企业发展品牌的具体策略。机床品牌创立包括质量设计、品牌定位和品牌形象塑造三个主要环节。通过调研分析出品牌定位环节中因缺少消费者心理研究,而导致实施效果不佳,为此本文提出基于消费者心理的品牌定位模型。品牌定位者就品牌定位的核心理念和消费者进行对话,明确消费者对品牌定位的心理认知,结合品牌自身的特点和优势,找出品牌定位和消费者心理的契合点以及消费者心理需求中尚未被其它品牌满足的市场空隙,从而进行满足目标消费群体心理需求的品牌定位。重点从比较优势的角度论述了机床品牌维护的策略,包括机床产品比较优势、机床品牌营销比较优势和机床品牌差异化比较优势;也从法律角度论述了机床品牌的保护。机床品牌延伸包括机床品牌延伸的优势、准则、策略、风险及其规避以及提升机床品牌延伸效果的方法,本文在构建机床品牌价值评估指标体系的基础上,对机床品牌价值进行评估,依据评估结果同时借鉴波士顿矩阵对延伸的机床品牌进行结构优化,达到良好的品牌延伸效果的预期,从而提升机床企业品牌竞争力,提高机床企业经济效益。
[Abstract]:In today's economic globalization, if Chinese machine tool enterprises want to survive in the global competition and gain the competitive advantage step by step, they must attach importance to and develop the brand in the strategic height. The implementation of brand development strategy can enhance the position of Chinese machine tools in the world machine tool industry, break through the technology blockade of developed countries on Chinese machine tools, and promote the adjustment of industrial structure and the optimal allocation of resources in the machine tool industry. It will play a very positive role in improving the independent innovation ability and product quality level of machine tool enterprises, enhancing the international competitiveness of machine tool products and enterprises in China, and guiding consumption. This paper analyzes the main body of the development strategy of machine tool brand-Chinese machine tool enterprise, which is lack of good brand image, low brand awareness, vague brand positioning, unfavorable promotion measures and single method in brand management. It leads to the weak position of Chinese machine tools in the international market competition, and also reflects the deep problem of insufficient operation vitality and less innovation. On the basis of brand management theory, transaction cost theory, consumer behavior theory, core competence theory and industrial organization theory, this paper puts forward specific strategies for machine tool enterprise to develop brand from three aspects of machine tool brand establishment, maintenance and extension. Machine tool brand establishment includes three main links: quality design, brand positioning and brand image shaping. Through the investigation and analysis of the lack of consumer psychological research in brand positioning, the implementation effect is not good. Therefore, this paper puts forward a brand positioning model based on consumer psychology. Brand locators have a dialogue with consumers on the core concept of brand positioning, clarify consumers' psychological understanding of brand positioning, and combine the characteristics and advantages of the brand itself. Find out the fit point between brand positioning and consumer psychology and the market gap which has not yet been satisfied by other brands in consumer psychological needs, so as to carry out brand positioning to meet the psychological needs of target consumer groups. This paper mainly discusses the strategy of machine tool brand maintenance from the angle of comparative advantage, including the comparative advantage of machine tool products, the comparative advantage of machine tool brand marketing and the comparative advantage of machine tool brand differentiation, and also discusses the protection of machine tool brand from the angle of law. The brand extension of machine tools includes the advantages, criteria, strategies, risks and methods of evading the brand extension of machine tools. This paper constructs the evaluation index system of brand value of machine tools. To evaluate the brand value of machine tools, according to the evaluation results and to optimize the structure of the extended machine tool brand by using Boston matrix for reference, so as to achieve the expectation of good brand extension effect, so as to enhance the brand competitiveness of the machine tool enterprise. Improve the economic benefits of machine tool enterprises.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.4

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