江西企业品牌发展战略研究

发布时间：2018-11-17 14:31

【摘要】： 随着市场竞争的加剧,产品同质化现象日益明显。企业若只依靠产品竞争,则很难获得差异性的竞争优势。于是理论界越来越重视对企业品牌的研究,提出了许多品牌战略。而且国内外各大企业集团以资金、技术、管理等优势大举进军市场,通过合作、兼并、收购等方式树起了品牌大旗。品牌是企业战胜竞争对手的利器,成为企业核心竞争力的一部分。而处于中部地区的江西省,无论是在对品牌的认识还是行为方面,都落后于发达地区企业。随着我国市场经济的日益成熟,江西企业面临域外企业品牌的巨大挑战,但学界对此问题还未进行专门的研究。本文以一个全新的视角——省域的角度,对江西企业品牌发展战略进行了系统研究。首先分析了国内外和江西企业品牌的发展现状,在比较的基础上,对制约江西企业品牌发展的宏观、中观和微观因素进行了分析,认为江西企业应该以独有的江西文化为背景,拓宽融资渠道,加快产业优化升级,由产品品牌上升至企业品牌,由企业品牌上升至产业品牌。最后根据企业品牌发展所处的不同阶段,提出了江西企业品牌创立战略、运营战略、维护战略、扩张战略;以及实施品牌战略的保障措施:企业应当提高品牌经营理念,重视产品的质量建设、技术创新、人才培养以及企业文化的建设;加强企业品牌的法律保护和危机管理,并且使用好品牌的扩张策略。
[Abstract]:With the aggravation of market competition, the phenomenon of product homogenization is becoming more and more obvious. If enterprises only rely on product competition, it is very difficult to obtain differential competitive advantage. Therefore, more and more attention has been paid to the research of enterprise brand, and many brand strategies have been put forward. And domestic and foreign major enterprise groups to capital, technology, management and other advantages into the market, through cooperation, mergers, acquisitions and other ways to set up the brand flag. The brand is the sharp weapon which the enterprise defeats the competitor, becomes the enterprise core competitive power part. Jiangxi Province, located in the central region, lags behind the enterprises in the developed region in terms of brand recognition and behavior. With the maturation of market economy in our country, Jiangxi enterprises are facing great challenge from foreign enterprise brand, but there is no special research on this issue in academic circles. In this paper, a brand-brand development strategy of Jiangxi enterprises is systematically studied from the perspective of province. First of all, it analyzes the current situation of the development of enterprise brands at home and abroad and Jiangxi, on the basis of comparison, analyzes the macro, meso and micro factors that restrict the development of Jiangxi enterprises' brands, and concludes that Jiangxi enterprises should take the unique Jiangxi culture as the background. Widen financing channel, accelerate industry optimization and upgrade, from product brand to enterprise brand, from enterprise brand to industrial brand. Finally, according to the different stages of enterprise brand development, the paper puts forward Jiangxi enterprise brand establishment strategy, operation strategy, maintenance strategy, expansion strategy; And the guarantee measures of implementing brand strategy: enterprises should improve brand management concept, attach importance to the quality construction of products, technological innovation, talent training and the construction of enterprise culture; Strengthen the legal protection and crisis management of enterprise brand, and make good use of brand expansion strategy.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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