品牌组合及构架理论在我国企业的应用

发布时间：2018-11-22 13:14

【摘要】： 经济的发展带来的是市场的高度繁荣、产品多样化、品牌多样化。企业在市场竞争中不断扩张,兼并和重组。在发展过程中,企业的产品线不断完善,品牌也越来越丰富。为了让企业有限的资源更好的支持企业发展,企业需要对现有的所有品牌进行筛选和优化。品牌组合是品牌与品牌之间的有机组合,它包括了建立品牌之间、主品牌与子品牌、企业品牌和产品品牌之间的联系,并且保证组合内部有统一的战略,品牌之间相互支持和互补。品牌组合及构架是根据企业战略,选择合适的细分市场以及品牌,并且将它们有机地结合起来。本文通过对国外品牌组合文献的阅读,总结国外品牌组合和构架理论研究的主要观点。然后结合国外一些公司品牌组合构架的案例,从而得出国外企业在品牌组合及构架过程中的经验。分析我国市场现状,我国品牌意识的发展情况以及我国品牌组合的发展与问题。然后结合宜宾五粮液股份有限公司集团品牌组合战略发展的过程,总结在我国市场经济环境下,品牌组合及构建的实践中所需要面对的问题以及提出解决方法,为我国企业品牌组合和构架的发展提供新的思路。
[Abstract]:The development of economy brings the high prosperity of the market, product diversification and brand diversification. Enterprises are constantly expanding, merging and reorganizing in the market competition. In the process of development, the enterprise's product line continues to improve, brand is also more and more rich. In order to make the limited resources of enterprises better support the development of enterprises, enterprises need to screen and optimize all existing brands. Brand combination is an organic combination between brand and brand. It includes the relationship between building brand, main brand and sub-brand, enterprise brand and product brand, and ensures that there is a unified strategy within the combination. Brands support each other and complement each other. Brand combination and structure is based on enterprise strategy, select the appropriate market segment and brand, and combine them organically. Based on the reading of foreign brand portfolio literature, this paper summarizes the main viewpoints of foreign brand portfolio and framework theory. Then combined with some foreign companies brand portfolio framework cases, and foreign enterprises in the process of brand combination and construction experience. This paper analyzes the current situation of China's market, the development of our brand consciousness and the development and problems of our country's brand combination. Then combined with Yibin Wuliangye Co., Ltd. brand combination strategy development process, summarized in the market economy environment of our country, brand combination and construction of the practice needs to face the problems and put forward solutions. It provides a new way of thinking for the development of brand combination and framework of Chinese enterprises.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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