企业品牌与产品品牌的协同关系研究
发布时间：2018-07-24 17:04
【摘要】： 企业品牌与产品品牌之间具有非常紧密的联系。在营销活动中,企业品牌为产品品牌进行背书,而产品品牌是企业品牌成长的基础。从品牌发展阶段的情况看,传统产品品牌与服务品牌已经上升到了企业品牌的层次,国内外学者越来越重视对企业品牌内涵的研究和建设,而且企业在进行品牌建设和传播时也更注重企业品牌与产品品牌之间的关系。挖掘两者之间如何产生协同关系的过程,分析两者交互发展的一些影响因素和应对措施,达到“1+1＞2”的协同效应,非常有意义。本文的研究目的是在剖析企业品牌与产品品牌关系的基础上,结合管理学、品牌学、营销学、协同理论等知识,从企业品牌与产品品牌的建设过程中挖掘两者之间的关联资产,并适当引入协同理论,找出两者产生协同关系的机理,并提出培养两者之间协同关系的一些建议,为企业有效地结合、运用和管理自己的隐形资产——企业品牌与产品品牌提供一定的依据。 企业品牌与产品品牌的协同关系涉及到企业品牌的建设,又关系到品牌之间协同作用对企业和产品的影响。论文运用规范研究和案例研究相结合的方法。在对现有相关文献的梳理与提炼的基础上,构建出了企业品牌与产品品牌协同关系的概念模型。然后分析了两者协同关系的影响因素,以及建立协同关系后得到的协同效应。最后,针对联想集团通过案头调研和实地调研相结合的方法,对其品牌架构进行了检核,并提出了相应的对策建议。 通过研究,论文得出了以下主要结论:从价值链角度来看,企业品牌和产品品牌的建设管理过程可以看作是品牌建设的价值链,两者的价值实现都需要调动企业内部的各种资源。从这个意义上导出了企业品牌与产品品牌协同关系概念模型:企业品牌和产品品牌建设过程中有可以共享的关联资产,在对关联资产的挖掘和共享的基础上建立起两者之间的协同关系。它们的协同关系有三种表现形式,由内到外分别为组织协同、形象协同和市场协同。为了取得这种协同关系企业内部需要提供资源、制度、组织内部关系协调等支撑条件的保证。而在整个协同关系的建设过程中,要考虑到市场力量、企业战略、组织结构等因素的影响。最后,当这种协同关系达成之后,将会产生企业所希望得到的协同效应——品牌形象的提升、品牌价值的提高、市场绩效的增加。
[Abstract]:Enterprise brand and product brand have very close relation. In marketing activities, enterprise brand endorsement for product brand, and product brand is the foundation of enterprise brand growth. From the stage of brand development, traditional product brands and service brands have risen to the level of enterprise brands, and scholars at home and abroad have paid more and more attention to the research and construction of the connotation of enterprise brands. And the enterprise also pays more attention to the relationship between the brand and the product brand when carrying on brand construction and communication. It is of great significance to excavate the process of how to produce the cooperative relationship between the two, to analyze some influencing factors and countermeasures of their mutual development, and to achieve the synergetic effect of "11 > 2". On the basis of analyzing the relationship between enterprise brand and product brand and combining the knowledge of management, branding, marketing and cooperation theory, the purpose of this paper is to excavate the related assets between enterprise brand and product brand during the process of building them. And appropriate introduction of coordination theory to find out the mechanism of synergy between the two, and put forward some suggestions to cultivate the cooperative relationship between the two, for enterprises to effectively combine, Use and management of their own invisible assets-corporate brands and product brands to provide a certain basis. The synergetic relationship between enterprise brand and product brand involves the construction of enterprise brand and the influence of synergy between brands on enterprise and product. The paper uses the method of combining normative research and case study. On the basis of combing and refining related literatures, a conceptual model of collaborative relationship between enterprise brand and product brand is constructed. Then, the influencing factors of the cooperative relationship and the synergistic effect after the establishment of the synergistic relationship are analyzed. Finally, the paper reviews the brand structure of Lenovo Group through the combination of desk research and field research, and puts forward the corresponding countermeasures and suggestions. The main conclusions are as follows: from the perspective of value chain, the management process of enterprise brand and product brand can be regarded as the value chain of brand building. Both value realization needs to mobilize the various resources within the enterprise. In this sense, the conceptual model of collaborative relationship between enterprise brand and product brand is derived: there are associated assets that can be shared in the process of enterprise brand and product brand building. Based on the mining and sharing of associated assets, the cooperative relationship between them is established. There are three forms of synergy, from internal to external, which are organizational synergy, image synergy and market synergy. In order to achieve this kind of cooperation, enterprises need to provide resources, systems, internal relations coordination and other supporting conditions. In the process of building the cooperative relationship, the influence of market forces, enterprise strategy and organizational structure should be taken into account. Finally, when this kind of synergy is achieved, it will produce the synergetic effect that the enterprise wants-the promotion of brand image, the improvement of brand value and the increase of market performance.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2142058
[Abstract]:Enterprise brand and product brand have very close relation. In marketing activities, enterprise brand endorsement for product brand, and product brand is the foundation of enterprise brand growth. From the stage of brand development, traditional product brands and service brands have risen to the level of enterprise brands, and scholars at home and abroad have paid more and more attention to the research and construction of the connotation of enterprise brands. And the enterprise also pays more attention to the relationship between the brand and the product brand when carrying on brand construction and communication. It is of great significance to excavate the process of how to produce the cooperative relationship between the two, to analyze some influencing factors and countermeasures of their mutual development, and to achieve the synergetic effect of "11 > 2". On the basis of analyzing the relationship between enterprise brand and product brand and combining the knowledge of management, branding, marketing and cooperation theory, the purpose of this paper is to excavate the related assets between enterprise brand and product brand during the process of building them. And appropriate introduction of coordination theory to find out the mechanism of synergy between the two, and put forward some suggestions to cultivate the cooperative relationship between the two, for enterprises to effectively combine, Use and management of their own invisible assets-corporate brands and product brands to provide a certain basis. The synergetic relationship between enterprise brand and product brand involves the construction of enterprise brand and the influence of synergy between brands on enterprise and product. The paper uses the method of combining normative research and case study. On the basis of combing and refining related literatures, a conceptual model of collaborative relationship between enterprise brand and product brand is constructed. Then, the influencing factors of the cooperative relationship and the synergistic effect after the establishment of the synergistic relationship are analyzed. Finally, the paper reviews the brand structure of Lenovo Group through the combination of desk research and field research, and puts forward the corresponding countermeasures and suggestions. The main conclusions are as follows: from the perspective of value chain, the management process of enterprise brand and product brand can be regarded as the value chain of brand building. Both value realization needs to mobilize the various resources within the enterprise. In this sense, the conceptual model of collaborative relationship between enterprise brand and product brand is derived: there are associated assets that can be shared in the process of enterprise brand and product brand building. Based on the mining and sharing of associated assets, the cooperative relationship between them is established. There are three forms of synergy, from internal to external, which are organizational synergy, image synergy and market synergy. In order to achieve this kind of cooperation, enterprises need to provide resources, systems, internal relations coordination and other supporting conditions. In the process of building the cooperative relationship, the influence of market forces, enterprise strategy and organizational structure should be taken into account. Finally, when this kind of synergy is achieved, it will produce the synergetic effect that the enterprise wants-the promotion of brand image, the improvement of brand value and the increase of market performance.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
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