基于品牌生态系统的陕西汽车集团有限责任公司品牌建设研究
发布时间：2018-11-25 16:15
【摘要】：随着时代的进步，经济的发展，国际间的竞争关系，已然演变成大型企业间的竞争、知名品牌间的竞争。西方经济学者称品牌为经济的“原子弹”，认为它是最有价值甚至能够获取暴利的投资，一个成功的品牌，它的资产价值不可估量。随着我国国民经济的快速发展和国际化趋势的加剧，市场竞争变得越来越激烈，中国企业为了能够在这样的环境中得到良好生存和长远发展，陆续运用起品牌这一武器，品牌的时代随之到来。 美国品牌学者利用生物隐喻的方法，将品牌描述成一个“复杂的生物”，这已得到学术界的普遍认可。运用生态学理论对品牌进行研究分析，是21世纪品牌研究的新视角。品牌，作为一种复杂生物，不是孤立存在的，与其他生命体一样，品牌存在于一定的生态环境中，品牌与其所处的生态环境共同地构成品牌生态系统。从整个生态系统的角度对品牌状况进行分析会更加全面，更有利于企业的品牌建设活动。 上个世纪六十年代末，作为我国唯一的越野军车定点单位“陕西汽车制造厂筹备处”在陕西省宝鸡市蔡家坡建立；八十年代后期落户西安，更名为“陕西汽车制造总厂”；二十一世纪以来，经过多次整合，2002年陕西重型汽车有限公司成立。作为一个西部的制造型企业，，陕汽的发展让人们觉得漫长而又艰难。然而，2007年在《21世纪经济报道》与Interbrand品牌咨询公司联办的“中国最佳品牌建设案例评选”活动中，陕汽荣获最佳品牌建设贡献奖，被收录于《中国最佳品牌建设案例》，并入选国内顶尖商学院MBA教学案例；2011年“亚洲品牌500强”排行榜中，中国陕汽重卡荣膺“中国品牌冠军”大奖。陕汽创造了中国重型汽车行业品牌建设的奇迹。本文尝试从品牌生态系统角度对陕汽品牌建设进行研究，希望能够为其品牌建设提出有效措施并对其他企业品牌建设给予一定的启示。 本文首先是对品牌、品牌战略、品牌生态系统理论进行详细介绍，了解到企业进行品牌建设的重要性和品牌生态系统的详尽内容；其次分析了我国汽车工业发展所经历的三个阶段和我国汽车品牌从创立到发展再到如今进行冲刺的状况；然后从品牌生态系统各个子系统及子系统内各个要素对陕西汽车集团有限公司进行分析，详尽了解各要素对品牌建设的影响；最后提出陕汽应加快集团化发展、宣传企业文化、不断进行新能源的研究和开发等来继续其企业品牌建设活动，并且从提高企业的品牌意识、进行技术与管理创新、企业文化的培养和战略联盟构建等方面对其他企业品牌建设给予一定的启示。
[Abstract]:With the progress of the times, the development of economy and the international competition, the competition between large enterprises and famous brands has evolved. Western economists call the brand the "atomic bomb" of the economy, calling it the most valuable and even lucrative investment, a successful brand whose assets are invaluable. With the rapid development of our national economy and the intensification of the trend of internationalization, the market competition is becoming more and more fierce. In order to be able to survive and develop in such an environment, Chinese enterprises have been using brand as a weapon one after another. The era of brand came with it. American brand scholars use biological metaphor to describe the brand as a "complex organism", which has been widely recognized by the academic community. Applying ecological theory to brand research and analysis is a new perspective of brand research in the 21 st century. Brand, as a complex organism, does not exist in isolation. Like other living things, brand exists in a certain ecological environment, and brand and its ecological environment constitute the brand ecosystem together. From the point of view of the whole ecosystem, the analysis of brand status will be more comprehensive, more conducive to brand building activities. At the end of 1960s, as the only designated unit of off-road military vehicles in China, the preparation Office of Shaanxi Automobile Factory was established in Cai Jiapo, Baoji City, Shaanxi Province, and settled in Xi'an in the late eighties and changed its name to "Shaanxi Automobile Manufacturing General Factory". Since the 21 century, after many integration, in 2002 Shaanxi heavy truck Co., Ltd. was established. As a western manufacturing enterprise, the development of Shaanxi Auto makes people feel long and difficult. However, in 2007, in the "China Best Brand Construction case selection" jointly organized by 21st Century Economic report and Interbrand Brand Consulting Company, Shaanxi Auto won the Best Brand Construction contribution Award, which was included in "China Best Brand Construction case". And selected the top domestic business school MBA teaching cases; In the top 500 Asian brands list in 2011, China Shaanxi Auto heavy Card won the China Brand Championship Award. Shaanxi Auto has created a miracle of brand building in China's heavy-duty automobile industry. This paper attempts to study the brand construction of Shaanqi from the perspective of brand ecosystem, hoping to put forward effective measures for its brand construction and give some enlightenment to other enterprises' brand construction. First of all, this paper introduces the theory of brand, brand strategy and brand ecosystem in detail, and finds out the importance of brand construction and the detailed contents of brand ecosystem. Secondly, it analyzes the three stages of the development of China's automobile industry and the situation of the automobile brands in our country from the founding to the development and then to the sprint. Then from the brand ecosystem each subsystem and each factor inside the subsystem carries on the analysis to the Shaanxi automobile group limited company, understands each essential factor to the brand construction influence in detail; Finally, it is proposed that Shaanxi Auto should speed up the development of collectivization, propagate the enterprise culture, carry on the research and development of new energy constantly to continue its enterprise brand building activities, and carry on the technology and management innovation from raising the brand consciousness of the enterprise, carrying on the technology and management innovation. The cultivation of enterprise culture and the construction of strategic alliance give some enlightenment to other enterprise brand construction.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.471
[Abstract]:With the progress of the times, the development of economy and the international competition, the competition between large enterprises and famous brands has evolved. Western economists call the brand the "atomic bomb" of the economy, calling it the most valuable and even lucrative investment, a successful brand whose assets are invaluable. With the rapid development of our national economy and the intensification of the trend of internationalization, the market competition is becoming more and more fierce. In order to be able to survive and develop in such an environment, Chinese enterprises have been using brand as a weapon one after another. The era of brand came with it. American brand scholars use biological metaphor to describe the brand as a "complex organism", which has been widely recognized by the academic community. Applying ecological theory to brand research and analysis is a new perspective of brand research in the 21 st century. Brand, as a complex organism, does not exist in isolation. Like other living things, brand exists in a certain ecological environment, and brand and its ecological environment constitute the brand ecosystem together. From the point of view of the whole ecosystem, the analysis of brand status will be more comprehensive, more conducive to brand building activities. At the end of 1960s, as the only designated unit of off-road military vehicles in China, the preparation Office of Shaanxi Automobile Factory was established in Cai Jiapo, Baoji City, Shaanxi Province, and settled in Xi'an in the late eighties and changed its name to "Shaanxi Automobile Manufacturing General Factory". Since the 21 century, after many integration, in 2002 Shaanxi heavy truck Co., Ltd. was established. As a western manufacturing enterprise, the development of Shaanxi Auto makes people feel long and difficult. However, in 2007, in the "China Best Brand Construction case selection" jointly organized by 21st Century Economic report and Interbrand Brand Consulting Company, Shaanxi Auto won the Best Brand Construction contribution Award, which was included in "China Best Brand Construction case". And selected the top domestic business school MBA teaching cases; In the top 500 Asian brands list in 2011, China Shaanxi Auto heavy Card won the China Brand Championship Award. Shaanxi Auto has created a miracle of brand building in China's heavy-duty automobile industry. This paper attempts to study the brand construction of Shaanqi from the perspective of brand ecosystem, hoping to put forward effective measures for its brand construction and give some enlightenment to other enterprises' brand construction. First of all, this paper introduces the theory of brand, brand strategy and brand ecosystem in detail, and finds out the importance of brand construction and the detailed contents of brand ecosystem. Secondly, it analyzes the three stages of the development of China's automobile industry and the situation of the automobile brands in our country from the founding to the development and then to the sprint. Then from the brand ecosystem each subsystem and each factor inside the subsystem carries on the analysis to the Shaanxi automobile group limited company, understands each essential factor to the brand construction influence in detail; Finally, it is proposed that Shaanxi Auto should speed up the development of collectivization, propagate the enterprise culture, carry on the research and development of new energy constantly to continue its enterprise brand building activities, and carry on the technology and management innovation from raising the brand consciousness of the enterprise, carrying on the technology and management innovation. The cultivation of enterprise culture and the construction of strategic alliance give some enlightenment to other enterprise brand construction.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.471
【参考文献】
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2 王兴元;名牌生态系统成员构成特点及其利益平衡[J];商业研究;2000年10期
3 张锐,张q
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