雅昌集团品牌战略案例研究

发布时间：2018-05-25 20:59

本文选题：雅昌集团 + 艺术印刷　；参考：《兰州大学》2013年硕士论文

【摘要】：在我国为数众多的印刷业企业中,大部分企业缺乏核心竞争优势,印刷企业之间同质化现象较为严重。在全球印刷产业链中,我们的印刷企业长期处于末端,无法取得技术、品牌所带来的高额附加价值。深圳雅昌集团成立于1993年。至今为止,雅昌一直不断开发先进的科学技术,改革管理模式,创新经营方式,努力开拓,弘扬民族文化,振兴民族印刷事业,为中国印刷艺术市场提供全面的服务,成为中国新经济文化产业的开拓者。雅昌集团在印制中国艺术品的拍卖图录上独占鳌头,占据国内绝大多数(95%以上)的市场份额。雅昌集团将自身定位为一家艺术企业,将传统的印刷行业演变成以艺术品数字资产为核心的文化产业,这是雅昌商业模式的成功创新。同时,以科技文化融合为实现手段,雅昌的品牌战略无疑可以成为国内印刷行业改革的版样。雅昌的产业转型、商业模式创新、艺术品牌的升级之路是成功的,本文就上述内容进行深入的研究,并结合企业战略理论对雅昌集团的成功进行剖析。雅昌集团的成功对于我国众多印刷企业有着极大的借鉴意义,对雅昌集团的发展历程进行深入的研究与分析,可以为我国印刷行业在企业发展战略的制定上有着较大的帮助。
[Abstract]:In the large number of printing enterprises in our country, most enterprises lack the core competitive advantage, and the homogeneity among printing enterprises is serious. In the global printing industry chain, our printing enterprises have been at the end for a long time, unable to obtain the high value added by the technology and brand. Shenzhen Yachang Group was founded in 1993. Up to now, Yachang has been continuously developing advanced science and technology, reforming the management mode, innovating management methods, striving to open up and carry forward the national culture, revitalizing the national printing industry, and providing comprehensive services for the Chinese printing art market. To become the pioneer of China's new economic and cultural industry. Yachang Group dominates the production of Chinese art auctions, accounting for more than 95 percent of the domestic market. Yachang Group regards itself as an art enterprise and evolves the traditional printing industry into a cultural industry with digital assets as its core. This is a successful innovation of Yachang's business model. At the same time, with the integration of science, technology and culture as the means, Yachang's brand strategy can undoubtedly become the model of domestic printing industry reform. The industrial transformation of Yachang, the innovation of business model and the upgrading of art brand are successful. This paper makes an in-depth study on the above contents, and analyzes the success of Yachang Group based on the theory of enterprise strategy. The success of Yachang Group has great significance for reference to many printing enterprises in our country. The deep research and analysis on the development course of Yachang Group can be of great help to the development strategy of printing industry in our country.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.84

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