基于品牌资产结构的山东省高科技品牌增值策略研究

发布时间：2018-09-07 18:15

【摘要】： 企业的竞争经历了生产竞争、成本竞争、人才竞争,今天已经发展到品牌竞争时代。企业所有的技术、人才和资本的优势都最终体现在强势品牌的竞争上,可以说,现在已经进入了一个全面品牌竞争的时代,企业的品牌管理战略决定了企业的生存长度和强度。而高科技品牌是一个地区高科技产业综合优势的集中体现,是一个地区高科技产业形象的“窗口”。随着高科技产业的不断发展,消费者的高科技品牌意识正日益增强,消费者透过高科技产业形象的“窗口”可以看到一个地区的经济发展水平,代表着一个地区的最新发展方向,符合市场经济的发展需要,从而树立起最佳的高科技产业形象。本文对山东省高科技品牌增值策略进行了研究,建立了山东省高科技品牌资产结构模型,提出了山东省高科技品牌关键增值因素,构建了山东省高科技品牌增资策略权重评价模型。本研究主要采用了因子分析、层次分析综合评价以及专家打分法,将定型分析和定量分析相结合。具体来说,本文首先对国内外传统品牌及高科技品牌研究的现状进行了综述,界定了研究的相关概念,介绍了品牌战略理论、品牌资产理论等基础理论;其次对山东省高科技产业发展现状和山东省高科技品牌发展现状两方面进行了分析,找出山东省高科技品牌发展的不足和问题;再次通过定性分析和定量分析,建立了山东省高科技品牌资产结构模型,并在此基础上提出了山东省高科技品牌关键增值因素;然后根据所提出的关键增值因素,使用层次分析和专家打分法针对山东省四大高科技产业,对十种品牌资产增值策略分别进行了权重分析,为山东省高科技企业提升品牌价值提供定量的指导;最后根据所提出的山东省高科技品牌关键增值因素以及增值策略权重分析,给出了山东省高科技品牌的具体增值策略。
[Abstract]:The competition of an enterprise has gone through production competition, cost competition and talent competition, and now it has developed to the era of brand competition. All the advantages of technology, talent and capital of an enterprise are finally reflected in the competition of strong brands. It can be said that the enterprise has entered an era of comprehensive brand competition, and the brand management strategy of the enterprise determines the enterprise. With the development of high-tech industry, consumers'awareness of high-tech brand is increasing day by day, and consumers can see through the "window" of high-tech industry image. To a region's economic development level, represents a region's latest development direction, in line with the development needs of the market economy, so as to establish the best image of high-tech industries.
This paper studies the high-tech brand value-added strategy of Shandong Province, establishes the high-tech brand equity structure model of Shandong Province, puts forward the key value-added factors of high-tech brand in Shandong Province, and constructs the weight evaluation model of high-tech brand capital-added strategy of Shandong Province. The home scoring method combines the stereotype analysis with the quantitative analysis. Specifically, this paper firstly summarizes the status quo of domestic and foreign traditional brand and high-tech brand research, defines the relevant concepts of the study, introduces the brand strategy theory, brand equity theory and other basic theories; secondly, it introduces the development status of high-tech industry in Shandong Province and Shandong Province. This paper analyzes the current situation of high-tech brand development in Shandong Province, finds out the shortcomings and problems of high-tech brand development in Shandong Province, establishes the high-tech brand equity structure model of Shandong Province through qualitative analysis and quantitative analysis, and puts forward the key value-added factors of high-tech brand in Shandong Province. Key value-added factors, using AHP and expert scoring method for the four high-tech industries in Shandong Province, ten kinds of brand equity value-added strategies are weighted respectively, providing quantitative guidance for high-tech enterprises in Shandong Province to enhance brand value; finally, according to the proposed key value-added factors and value-added measures of high-tech brands in Shandong Province In the light of weight analysis, the specific value-added strategy of high-tech brand in Shandong is given.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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