苏州科斯伍德油墨公司品牌策略研究

发布时间：2018-11-03 09:30

【摘要】： 从二十世纪八十年代至今,全球企业界经历了一个从产品经营到品牌打造、品牌资产价值资本化的品牌资本运营阶段,从而进入了全新的品牌竞争时代,品牌成为资本价值和市场竞争经济的“原子核”。与此同时,国际资本流动也伴随着具有高附加价值的品牌为核心的品牌资本输出,替代了传统的产品输出。特别是全球经济一体化和信息网络经济时代的快速发展,使品牌输出成为一场无所不在的激烈竞赛,21世纪的中国也被带入这场没有国界和终结的品牌竞争之中。中国的企业品牌如何应对国际化的品牌竞争以及中国企业如何在国际市场竞争中生存和发展、中国国内市场是否会成为新一轮品牌资本输出的“加工厂”不仅关系到中国企业能否生存和发展,中国品牌能否做大做强,中国品牌企业能否走向国际化并在国际上成长壮大,也是关系到中国的国际综合竞争实力的问题。因而研究企业的品牌营销研究具有十分重大现实意义。作者在对苏州科斯伍德油墨股份有限公司的分析基础之上认为,作者认为企业品牌营销策略是一个非常必要、复杂的工程,为保证苏州科斯伍德油墨股份有限公司品牌营销策略的顺利实施,提升品牌价值,完全有必要实施一系列诸如品牌定位、品牌拓展与建设、品牌技术管理、和产业链延伸整合管理,针对苏州科斯伍德油墨股份有限公司的具体情况,提出了大量的具有重要参考价值的合理化建议及对策。通过对本课题的研究,希望能积累经验,也为同类企业实施品牌策略提供参考。
[Abstract]:From the 1980s to the present, the global business community has experienced a stage of brand capital operation from product management to brand creation and capitalization of brand equity value, thus entering a brand new era of competition. Brand becomes the "nucleus" of capital value and market competition economy. At the same time, the international capital flow is accompanied by the brand capital export with high added value, which replaces the traditional product export. Especially with the rapid development of global economic integration and information network economy era, brand export has become an omnipresent fierce competition. China in the 21st century has also been brought into the brand competition which has no national boundaries and ends. How do Chinese enterprise brands cope with international brand competition and how Chinese enterprises survive and develop in international market competition? Whether China's domestic market will become a "processing factory" for a new round of brand capital export is not only related to the survival and development of Chinese enterprises, whether the Chinese brands can become bigger and stronger, whether the Chinese brand enterprises can become international and grow stronger in the world. Is also related to China's overall international competitive strength of the problem. Therefore, it is of great practical significance to study the brand marketing of enterprises. Based on the analysis of Suzhou Coswood Ink Co., Ltd., the author thinks that brand marketing strategy is a very necessary and complex project. In order to ensure the smooth implementation of the brand marketing strategy and enhance the brand value of Suzhou Coswood Ink Co., Ltd., it is absolutely necessary to implement a series of brand positioning, brand development and construction, brand technology management, etc. In accordance with the concrete situation of Suzhou Coswood Ink Co., Ltd, a large number of rational suggestions and countermeasures with important reference value are put forward. Through the research of this subject, we hope to accumulate experience and provide reference for similar enterprises to implement brand strategy.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.72

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