路翔集团公司品牌战略研究
发布时间：2018-12-07 20:58
【摘要】：新经济时代的企业如何拥有持久生命力所面临的最主要问题是如何建立和实施企业的品牌战略。谁拥有强有力的品牌,谁就拥有了竞争的资本,未来的竞争是品牌战略的战争。 本文通过对路翔集团公司发展战略现状的分析,找出目前企业存在的问题,并运用SWOT和波特五力等分析方法就相关问题进行成因分析,结合当前路翔公司面临的竞争环境,提出品牌战略管理的基本思路:以企业品牌愿景为导向,结合外部环境,开展由内而外的品牌战略制定和实施,以提高企业的品牌忠诚度、品牌知名度、品质认知和品牌联想,并以达到更高的市场占有率为目的,逐步实现路翔品牌的愿景。文中具体阐述了路翔公司品牌战略的具体内容,并明确了在发展的各个阶段,品牌战略的侧重点,以及品牌战略实施的方法和应关注的重点与细节。一旦路翔品牌形成了一批忠诚的顾客和稳定的市场,直接结果便是市场份额的扩大,从而使路翔公司的销售额增长、交易成本降低,使企业获得额外的利润,因此,路翔集团公司坚持走品牌战略管理之路是路翔公司保持竞争优势,规避恶性竞争风险的持续稳定发展之路。 本文综合运用了英国著名品牌专家Leslie De Chernatony提出的结合外部环境由内而外的愿景导向型品牌战略理论,借鉴前人总结的经验,提出了路翔公司实施差异化品牌战略的侧重点和具体方法,建立完善的组织机构和品牌战略效果测评体系,打造良好的企业文化,根据一个战略循环实施后的测评效果,灵活变更战略实施细节,使之更结合实际,更有可操作性。这些对路翔公司如何应对日益复杂化的市场竞争,全面提高其核心竞争力,都应该具有切实的指导意义。
[Abstract]:How to establish and implement the brand strategy is the most important problem faced by the enterprises in the new economic era how to have lasting vitality. Who has the strong brand, who has the competitive capital, the future competition is the brand strategy war. Based on the analysis of the present situation of the development strategy of Luxiang Group Company, this paper finds out the problems existing in the present enterprises, and analyzes the causes of the related problems by using SWOT and Porter's five Force analysis methods, combining with the competitive environment that the Luxiang Company is facing at present. The basic ideas of brand strategy management are put forward: taking enterprise brand vision as guidance, combining with external environment, developing and implementing brand strategy from inside to outside, in order to improve brand loyalty, brand awareness, quality cognition and brand association. And to achieve a higher market share as the goal, gradually achieve the vision of the brand Luxiang. This paper expounds the concrete contents of the brand strategy of Luxiang Company, and clarifies the emphases of the brand strategy in each stage of development, as well as the methods of implementing the brand strategy and the emphases and details that should be paid attention to. Once the Luxiang brand has formed a group of loyal customers and a stable market, the direct result is the expansion of market share, which increases the sales of Luxiang Company, reduces the transaction cost, and makes the enterprise gain additional profits. Luxiang Group Co., Ltd insists on the road of brand strategic management. It is the way to keep the competitive advantage and avoid the vicious competition risk. This paper synthetically applies the vision-oriented brand strategy theory proposed by Leslie De Chernatony, a famous British brand expert, which combines the external environment from the inside to the outside, and draws lessons from the experience summarized by the predecessors. This paper puts forward the emphases and concrete methods of implementing the differentiated brand strategy in Luxiang Company, establishes a perfect evaluation system of organization and brand strategy effect, creates a good enterprise culture, and evaluates the effect after a strategy cycle is carried out. Flexible change strategy implementation details, make it more practical, more operational. How to deal with the increasingly complicated market competition and improve the core competitiveness of these companies should be of practical significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
[Abstract]:How to establish and implement the brand strategy is the most important problem faced by the enterprises in the new economic era how to have lasting vitality. Who has the strong brand, who has the competitive capital, the future competition is the brand strategy war. Based on the analysis of the present situation of the development strategy of Luxiang Group Company, this paper finds out the problems existing in the present enterprises, and analyzes the causes of the related problems by using SWOT and Porter's five Force analysis methods, combining with the competitive environment that the Luxiang Company is facing at present. The basic ideas of brand strategy management are put forward: taking enterprise brand vision as guidance, combining with external environment, developing and implementing brand strategy from inside to outside, in order to improve brand loyalty, brand awareness, quality cognition and brand association. And to achieve a higher market share as the goal, gradually achieve the vision of the brand Luxiang. This paper expounds the concrete contents of the brand strategy of Luxiang Company, and clarifies the emphases of the brand strategy in each stage of development, as well as the methods of implementing the brand strategy and the emphases and details that should be paid attention to. Once the Luxiang brand has formed a group of loyal customers and a stable market, the direct result is the expansion of market share, which increases the sales of Luxiang Company, reduces the transaction cost, and makes the enterprise gain additional profits. Luxiang Group Co., Ltd insists on the road of brand strategic management. It is the way to keep the competitive advantage and avoid the vicious competition risk. This paper synthetically applies the vision-oriented brand strategy theory proposed by Leslie De Chernatony, a famous British brand expert, which combines the external environment from the inside to the outside, and draws lessons from the experience summarized by the predecessors. This paper puts forward the emphases and concrete methods of implementing the differentiated brand strategy in Luxiang Company, establishes a perfect evaluation system of organization and brand strategy effect, creates a good enterprise culture, and evaluates the effect after a strategy cycle is carried out. Flexible change strategy implementation details, make it more practical, more operational. How to deal with the increasingly complicated market competition and improve the core competitiveness of these companies should be of practical significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【参考文献】
相关期刊论文 前8条
1 雷惠萍;孙超;;创新文化:高校可持续发展的文化境界[J];科技进步与对策;2003年09期
2 范秀成;品牌权益及其测评体系分析[J];南开管理评论;2000年01期
3 yび蠲，
本文编号：2367865
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2367865.html
