艾美特自主品牌建设策略研究

发布时间：2018-02-09 04:55

本文关键词： 代工企业自主品牌实现路径优化建议实施保障　出处：《湘潭大学》2014年硕士论文　论文类型：学位论文

【摘要】：代工作为一种有效率的生产方式，不仅成为中国进入国际价值链体系的一个重要途径，使中国成为最主要的世界代工生产中心，同时也培育了大批具有鲜明特色的代工企业，使这些企业在实现资本积累、管理提升和技术成长上都奠定了良好基础。然而，随着时间的推移，传统代工生产模式的内在弊端逐渐凸显，面临全球范围的经济下行、外部需求衰退、生产成本持续上升和国际贸易摩擦频发等一系列问题，众多中国本土中小型代工企业已不能维持其基本生存要求。国际金融危机后，代工企业的各种危机日渐突出，甚至使代工企业陷入了巨大的发展困境中。当前，社会各界对中国代工企业的发展前景忧虑颇多，代工企业如何实现逆势转型受到广泛关注。而对于传统的代工企业自身而言，自主建设的品牌已成为一种新型战略资源，一批中国早期的代工企业已经意识到自主品牌建设的重要性，将自主品牌建设提升到了战略地位并因此成功地走向了国际市场，也有越来越多的代工企业正朝着这个方向不断发展努力，但在品牌营销、品牌维护及品牌影响力等方面仍与国际知名品牌存在显著差距。因此，自主品牌建设战略对代工企业的持续健康发展具有重要意义。自主品牌建设是一项系统且复杂的整体工程，这就要求代工企业结合相关的理论知识，结合企业实际发展情况，谨慎选择最优建设方式，有计划、有步骤、有落实地予以实施，从而激活代工企业发展活力与生命力。文章从全球价值链、代工企业转型升级及代工企业自创品牌基础理论的回顾归纳出发，采用文献研究法、个案研究法和探索研究法等多角度相结合的研究方法，对艾美特自主品牌建设进行研究。首先，，从代工企业自主品牌建设的相关概念、主要路径及内外部影响因素三个方面展开论述，为后续研究奠定理论基础；其次，依据管理学案例分析基本范式，对艾美特的代工企业自主品牌建设策略进行深入调查，分析其建设路径并从成功之处与存在问题两方面进行评价；再次，阐明艾美特自主品牌建设优化目的与思路，从内部管理及外部营销两个大的视角分别对其提出优化建议；最后，提出代工企业自主品牌建设的实施保障。
[Abstract]:As an efficient mode of production, contract manufacturing has not only become an important way for China to enter the international value chain system, making China the most important world contract manufacturing center, but also cultivated a large number of contract manufacturing enterprises with distinctive characteristics. These enterprises have laid a good foundation for capital accumulation, management upgrading and technological growth. However, with the passage of time, the inherent drawbacks of the traditional contract manufacturing model have gradually become apparent and face the global economic downturn. With a series of problems such as declining external demand, rising production costs and frequent international trade frictions, many local Chinese small and medium-sized contract manufacturing enterprises can no longer maintain their basic survival requirements. After the international financial crisis, The crises of contract manufacturing enterprises are becoming more and more prominent, and even make the contract enterprises fall into a huge development dilemma. At present, there are a lot of worries about the development prospects of Chinese contract manufacturing enterprises from all walks of life. How to realize the reverse trend transformation in contract manufacturing enterprises has received wide attention. For the traditional contract enterprises themselves, the self-built brand has become a new strategic resource. A number of early contract manufacturing enterprises in China have realized the importance of building their own brands and promoted their own brand construction to a strategic position and thus successfully moved to the international market. More and more contract enterprises are developing in this direction, but there is still a significant gap with international famous brands in brand marketing, brand maintenance and brand influence. The strategy of independent brand building is of great significance to the sustained and healthy development of contract enterprises. The independent brand construction is a systematic and complex whole project, which requires contract enterprises to combine relevant theoretical knowledge and the actual development of enterprises. Choose the best construction mode carefully, plan, step by step, carry it out, so as to activate the development vitality and vitality of the contract industry enterprise. Based on the retrospect and induction of global value chain, transformation and upgrading of contract manufacturing enterprises and the basic theory of self-made brand in contract manufacturing enterprises, this paper adopts the methods of literature research, case study and exploration research, and so on. First of all, from the contract enterprise independent brand building related concepts, the main path and internal and external influence factors to lay a theoretical foundation for the follow-up study; second, According to the basic paradigm of management case analysis, this paper investigates Emmett's independent brand construction strategy, analyzes its construction path and evaluates its success and existing problems. This paper expounds the purpose and train of thought of Emmett's independent brand construction, and puts forward the optimization suggestions from the perspectives of internal management and external marketing. Finally, it puts forward the implementation guarantee of independent brand construction in contract enterprises.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.6

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