A公司品牌塑造研究
发布时间：2018-11-25 17:43
【摘要】：品牌是国家形象和经济实力的代表，十二五规划国家大力提倡发展国际知名品牌。中国改革开放30多年，中国经济高速增长，企业迅猛崛起，造就了中国世界工厂的角色。做大做强成了企业为国家兴旺、民族强大的重大责任。一个知名品牌不仅代表了企业的核心竞争力，也是国家总体竞争实力的象征。品牌是企业的长期资产，是企业百年不衰的法宝。在中国，消费品行业经过了二十多年的发展，迎来了品牌营销的鼎盛时期，可以说很少消费品企业不重视品牌建设；而工业企业，品牌似乎是毫不相干的事情，他们往往把质量、技术、价格、关系作为首要的关注指标，以集团企业为主体的特性让他们想当然的认为只要注重产品质量，就可以皇帝女儿不愁嫁了，他们在品牌塑造上存在认识上的误区，忽视了品牌在企业成长中的作用。然而像华为、因特尔、思科、三一等中外知名工业品品牌告诉我们，工业品品牌塑造才是企业走向差异化竞争的必经之路。A公司是广东一家生产铝型材的企业，在品牌塑造方面做了一系列举措。 本论文紧紧围绕A公司的品牌塑造问题展开，首先回顾了品牌及品牌塑造所涉及的相关理论，为后面的分析奠定了理论基础；接下来，分析了A公司所处铝型材行业的概况,旨在深入了解A公司所处行业的基本概况、竞争对手概况和消费者需求；然后对A公司的企业概况进行阐述，主要从企业发展历程、经营状况、业务状况、人员及组织架构概况、技术创新概况和品牌概况进行分析；接着分析了A公司品牌塑造方面存在的问题及原因；最后分析了A公司品牌塑造的优化策略。 A公司在工业企业中是相对具有一定的代表性，对A公司品牌塑造的研究，一方面有助于A公司提升自身的品牌形象和企业竞争力；另一方面，为其他工业品企业的品牌塑造提供了重要的参考价值和借鉴意义。
[Abstract]:Brand is the representative of national image and economic strength. More than 30 years of reform and opening up, the rapid growth of China's economy and the rapid rise of enterprises have created China's role as a world factory. Bigger and stronger has become a major responsibility of enterprises for the prosperity of the country and a strong nation. A well-known brand not only represents the core competitiveness of enterprises, but also a symbol of the overall competitive strength of the country. Brand is the enterprise's long-term assets, is the enterprise hundred years of magic weapon. In China, after more than 20 years of development, consumer goods industry ushered in the peak of brand marketing, it can be said that few consumer goods enterprises do not attach importance to brand construction; And industrial enterprises, brands seem to have nothing to do with them. They tend to take quality, technology, price, and relationships as the primary indicators of concern. The characteristics of group enterprises as the main body make them take for granted that as long as they pay attention to product quality, The emperor's daughter can not worry to marry, they have misunderstanding in brand shaping, ignoring the role of brand in the growth of enterprises. However, famous industrial brands such as Huawei, Intel, Cisco and Sany tell us that building industrial brands is the only way for enterprises to move towards differentiated competition. Company A is a Guangdong enterprise that produces aluminum profiles. Has made a series of measures in the brand shaping aspect. This paper focuses on the brand shaping of company A. Firstly, it reviews the related theories of brand and brand shaping, which lays a theoretical foundation for the later analysis. Then, the paper analyzes the general situation of aluminum profile industry in A company, in order to understand the basic situation of the industry in which A company is located, the general situation of competitors and consumer demand. Then the general situation of company A enterprise is described, mainly from the enterprise development process, business situation, personnel and organizational structure overview, technical innovation overview and brand profile analysis; Then it analyzes the problems and causes of A company's brand shaping, and finally analyzes the optimization strategy of A company's brand shaping. Company A is relatively representative in industrial enterprises. On the one hand, the research on brand shaping of company A will help company A to improve its brand image and competitiveness. On the other hand, it provides important reference value and significance for other industrial enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.3
本文编号：2356922
[Abstract]:Brand is the representative of national image and economic strength. More than 30 years of reform and opening up, the rapid growth of China's economy and the rapid rise of enterprises have created China's role as a world factory. Bigger and stronger has become a major responsibility of enterprises for the prosperity of the country and a strong nation. A well-known brand not only represents the core competitiveness of enterprises, but also a symbol of the overall competitive strength of the country. Brand is the enterprise's long-term assets, is the enterprise hundred years of magic weapon. In China, after more than 20 years of development, consumer goods industry ushered in the peak of brand marketing, it can be said that few consumer goods enterprises do not attach importance to brand construction; And industrial enterprises, brands seem to have nothing to do with them. They tend to take quality, technology, price, and relationships as the primary indicators of concern. The characteristics of group enterprises as the main body make them take for granted that as long as they pay attention to product quality, The emperor's daughter can not worry to marry, they have misunderstanding in brand shaping, ignoring the role of brand in the growth of enterprises. However, famous industrial brands such as Huawei, Intel, Cisco and Sany tell us that building industrial brands is the only way for enterprises to move towards differentiated competition. Company A is a Guangdong enterprise that produces aluminum profiles. Has made a series of measures in the brand shaping aspect. This paper focuses on the brand shaping of company A. Firstly, it reviews the related theories of brand and brand shaping, which lays a theoretical foundation for the later analysis. Then, the paper analyzes the general situation of aluminum profile industry in A company, in order to understand the basic situation of the industry in which A company is located, the general situation of competitors and consumer demand. Then the general situation of company A enterprise is described, mainly from the enterprise development process, business situation, personnel and organizational structure overview, technical innovation overview and brand profile analysis; Then it analyzes the problems and causes of A company's brand shaping, and finally analyzes the optimization strategy of A company's brand shaping. Company A is relatively representative in industrial enterprises. On the one hand, the research on brand shaping of company A will help company A to improve its brand image and competitiveness. On the other hand, it provides important reference value and significance for other industrial enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.3
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相关硕士学位论文 前2条
1 王冬;品牌社会化塑造模式的构建及实证分析[D];北京交通大学;2012年
2 林严;G民营企业品牌竞争力提升问题研究[D];华南理工大学;2012年
，本文编号：2356922
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