万事利集团丝绸文化品牌战略研究

发布时间：2018-04-01 18:11

本文选题：丝绸文化　切入点：品牌　出处：《兰州理工大学》2013年硕士论文

【摘要】：随着经济全球化的快速发展,在新的市场环境下,中国丝绸行业却面临着前所未有的巨大挑战,丝绸品牌的竞争力已经成为了各丝绸企业经济实力和国际竞争力的重心。想要在这种竞争的市场环境中获得优势,必须依赖于各种品牌战略组合的实施。目前,国内丝绸行业内关于对丝绸产品的更新研究、丝绸加工技术的创新研究、丝绸制造机械的改良研究都比较成熟,但是关于丝绸文化品牌战略的研究比较缺乏。本文以万事利集团有限公司(简称万事利)作为研究对象,通过对该企业在丝绸文化品牌的战略运作研究,结合中国丝绸企业现状,分析万事利集团在古老的丝绸文化背景下,如何量体裁衣的利用行业环境以及公司内外部环境来选择自身的品牌战略。为确保在实施过程中品牌发展的良性循环,我们对万事利在品牌战略创新过程中取得的一些成果进行了研究。通过这些研究得出万事利丝绸文化品牌战略可以从人力资源、资金、技术、品牌营销、企业风险管理等方面进行规划,最终来达到为万事利品牌资产增值的目的。同时,本文的相关研究也试图让广大丝绸企业意识到品牌战略对于企业发展的重要性,亦可丰富品牌战略学术领域。
[Abstract]:With the rapid development of economic globalization, in the new market environment, China's silk industry is facing unprecedented challenges. The competitiveness of silk brands has become the focus of economic strength and international competitiveness of various silk enterprises.In order to gain advantage in this competitive market environment, we must rely on the implementation of various brand strategic combinations.At present, the domestic silk industry about the silk product renewal research, the silk processing technology innovation research, the silk manufacture machinery improvement research are all quite mature, but the research about the silk culture brand strategy is relatively scarce.This paper takes MasterCard Group Co., Ltd (MasterCard) as the research object, through studying the strategic operation of the enterprise in the silk culture brand, combining the present situation of the Chinese silk enterprises, analyzes the MasterCard Group under the ancient silk culture background.How to use the industry environment and internal and external environment to choose its own brand strategy.In order to ensure the virtuous circle of brand development in the process of implementation, we have studied some achievements made by MasterCard in the process of brand strategy innovation.Through these studies, it is concluded that the brand strategy of MasterCard Silk Culture can be planned from the aspects of human resources, capital, technology, brand marketing, enterprise risk management and so on, so as to achieve the purpose of adding value to the brand equity of MasterCard.At the same time, this paper also tries to make silk enterprises realize the importance of brand strategy for the development of enterprises, and enrich the academic field of brand strategy.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.81

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