BJ化妆品公司品牌授权管理研究

发布时间：2018-01-05 03:11

本文关键词：BJ化妆品公司品牌授权管理研究　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：全球经济一体化的进程,使得产品的竞争转向品牌的竞争。品牌授权正是顺应这种市场环境而产生的一种新型的、高效的经营方式。起源于100多前米老鼠卡通形象的商品化,品牌授权被证明是品牌建设和品牌扩张的有效手段,许多企业将其作为重要的市场营销工具,取得了巨大的成功,越来越受到全球市场的关注,被誉为21世纪最有前途的经营模式。品牌授权将品牌的所有权和经营权分离,使品牌的无形价值通过商品化授权转化为实际收益。这种新型的经营方式较之传统的经营方式有着独特的优势和操作方法。我国引入品牌授权比较晚,很多行业的经营者在缺乏理论认识和实践经验的情况下,运用品牌授权具有一定的盲目性,往往是脱离实际地效仿成功企业的案例,缺乏可行的操作策略,不仅难以获得长期稳定的收益,反而使品牌形象受损。本论文以BJ化妆品公司进行的CZ品牌授权为课题进行了研究。在总结国内外研究成果的基础上,本文首先通过文献分析和实践研究,阐明了品牌授权概念、基本要素、授权方式、分类及意义、实践中品牌授权的基本模式、基本运作方法和应注意的问题；其次,介绍了BJ化妆品公司品牌授权实践的经营背景和具体的操作策略；然后,着重对该公司品牌授权进行了分析和绩效评价,总结其成功和有待改进的方面,针对性提出了改善建议；最后,总结了品牌授权对企业经营的意义以及应注意的关键操作策略。
[Abstract]:The process of global economic integration makes the competition of products turn to the competition of the brand. Brand authorization is just a new type of product which conforms to this kind of market environment. Efficient management. Originated from the commercialization of Mickey Mouse cartoon image more than 100 years ago, brand authorization has been proved to be an effective means of brand building and brand expansion, and many enterprises use it as an important marketing tool. Great success has been achieved, more and more attention by the global market, known as the most promising business model in 21th century. Brand authorization separates the ownership and management of the brand. The intangible value of the brand can be converted into actual income through the commercialization authorization. This new mode of operation has unique advantages and operation methods compared with the traditional mode of operation. The introduction of brand authorization in our country is relatively late. Many industry operators in the absence of theoretical understanding and practical experience, the use of brand authorization has a certain blindness, often out of practice imitating the case of successful enterprises, lack of feasible operational strategies. It is not only difficult to obtain long-term stable income, but also to damage the brand image. In this paper, BJ Cosmetics Company CZ brand authorization for the subject of research. On the basis of summarizing the domestic and foreign research results, this paper first through literature analysis and practical research. This paper expounds the concept, basic elements, ways, classification and significance of brand authorization, the basic mode of brand authorization in practice, the basic operation methods and the problems to be paid attention to. Secondly, it introduces the operating background and specific operation strategy of BJ cosmetics company brand authorization practice. Then, the author analyzes and evaluates the company's brand authorization, summarizes its success and the aspects that need to be improved, and puts forward some suggestions for improvement. Finally, the significance of brand authorization to enterprise management and the key operation strategies should be paid attention to are summarized.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F724.2

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