PNR（中国）公司品牌竞争力研究

发布时间：2018-11-25 10:48

【摘要】：根据PNR集团2015年的财报显示,集团2015年销售额为64.49亿美元,与去年的销售额70.39亿美元相比,下降了约8.38%。由于过于依赖OEM业务来缓解上市公司对于营收绩效的压力,企业管理层资源配置不断地向OEM业务倾斜,进而形成企业整体业务利润率的不断下降和自有品牌产品的发展趋于停滞的不良局面。论文将首先介绍本文所涉及的品牌及品牌竞争力相关理论,然后论述品牌竞争力的主要来源因素、品牌竞争力的效应、品牌竞争力与核心竞争力之间的关系以及品牌竞争力评价指标体系,并对国内外对于品牌的研究现状作初步介绍。其次是基于SWOT方法对公司的品牌战略作精要分析,再根据公司的品牌具体特征构建品牌竞争力指标评价模型,利用模型来具体分析公司在品牌竞争力方面所面临的一些问题。最后围绕如何提升公司品牌竞争力的对策进行阐述与分析,分别从OEM业务和品牌业务不同的发展策略,企业制度的创新,建立品牌差异化优势,发挥跨国公司优势,加强品牌危机管理等5个方面明确了公司品牌竞争力发展策略的方向。综上所述,本论文从公司品牌竞争力的现状出发,对公司目前在品牌竞争力方面所体现的问题做精要分析,并结合行业发展趋势,提出公司品牌竞争力提升策略的具体实施和优化思路,希望可以藉此推动公司品牌发展的体系转型和增强公司的品牌竞争力。
[Abstract]:Sales in 2015 were $6.449 billion, down about 8.38 percent from $7.039 billion last year, according to PNR's 2015 results. Due to too much reliance on OEM business to ease the pressure on revenue performance of listed companies, the allocation of management resources is constantly tilting towards the OEM business. Then it forms the bad situation that the profit margin of the whole business of the enterprise is declining and the development of the private brand product tends to stagnate. The thesis will first introduce the related theories of brand and brand competitiveness, and then discuss the main source factors of brand competitiveness, the effect of brand competitiveness. The relationship between brand competitiveness and core competitiveness and the evaluation index system of brand competitiveness. Secondly, this paper analyzes the company's brand strategy based on SWOT method, and then constructs a brand competitiveness index evaluation model according to the company's brand specific characteristics, and analyzes some problems faced by the company in brand competitiveness by using the model. In the end, the paper expounds and analyzes the countermeasures of how to improve the brand competitiveness of the company, respectively from the different development strategies of OEM business and brand business, the innovation of enterprise system, the establishment of brand differentiation advantage, and the exertion of multinational corporation advantage. Strengthen brand crisis management and other five aspects to clarify the direction of the development strategy of the company's brand competitiveness. To sum up, this paper starts from the current situation of the company's brand competitiveness, makes a detailed analysis of the problems reflected in the brand competitiveness of the company, and combines with the industry development trend. This paper puts forward the concrete implementation and optimization of the strategy of promoting the company's brand competitiveness, hoping that it can promote the system transformation of the company's brand development and enhance the company's brand competitiveness.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F416

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