中国本土品牌授权代理商现状、问题及对策研究

发布时间：2018-04-09 08:14

本文选题：品牌授权　切入点：组织结构　出处：《上海外国语大学》2014年硕士论文

【摘要】：始自卡通人物商品化，品牌授权在国外已有100多年的历史，并正成为21世纪最有发展前景的产业之一。从米老鼠（Mickey）的经久不衰，到凯蒂猫（Hello Kitty）的广受欢迎，品牌授权已经被证明为品牌建设和品牌扩张的有效工具，为娱乐品牌建设和国际文化传播做出了突出贡献。近两年，为深入贯彻中共“扎实推进社会主义文化强国建设，将文化产业发展成为国民经济支柱性产业”的战略任务，文化品牌的建设，尤其是影视、动漫产业的品牌建设和发展已被列为推动中国文化产业发展的重要工作。作为中国品牌授权业务的主要运营者，中国本土品牌授权代理商的蓬勃发展必将有力推动我国文化品牌建设，促进我国文化产业的持久健康发展。鉴于品牌授权在中国市场的起步相对较晚，国内对于品牌授权的理论研究还不够完善，尤其是针对中国本土的“品牌授权代理商”的理论研究更不多见，，因而大多数中国本土品牌授权代理商的发展具有一定的盲目性，往往是简单效仿国外成功案例，脱离行业及企业实际现状，缺乏可行性发展策略，无法实现快速、健康、稳定运营。本文在借鉴国内外品牌授权相关研究成果基础上，以天络行为例，首先全面分析中国本土品牌授权代理商的发展现状，并重点分析阻碍中国本土品牌授权代理商发展的外部因素和内在问题，以及所面临的发展机遇。通过研究发现，目前以天络行为代表的中国本土品牌授权代理商普遍处于企业规模和业务规模较小、授权模式单一、授权收入不均衡且授权项目成功率低且市场表现不佳的发展现状。同时，本土品牌授权代理商的发展也面临着代理品牌资源不足、品牌可控度低、产业环境不完善、盗版商品弥漫等外部影响因素，以及缺乏专业人才、缺少科学的品牌评估体系和品牌本土化发展策略、未建立专业的被授权评估体系和授权项目运作体系等显著的内部问题，为其授权业务的稳健发展带来障碍。但通过进一步研究也发现，由于近年来国际市场经济环境的转变和国内文化及产业环境的逐步完善、国内企业的市场策略调整，再加上新媒体的迅速发展都为本土品牌授权代理商带来了可见和潜在的发展机会。基于以上对本土品牌授权代理商的发展现状、面临的内外阻碍因素及市场发展机会等的分析和研究，本文进一步重点结合天络行的实践经验，就如何扫除内部发展障碍、屏蔽外部环境阻力、有力运用发展机会、突破发展现状有针对性地提出了本土品牌授权代理商在内部结构完善、人才招聘和培养方法、合理稳固品牌结构的构建、专业业务运作体系的建立、产业环境阻力的规避以及授权模式的扩展等多方面的发展或改善对策。
[Abstract]:Since the commercialization of cartoon characters, brand licensing in foreign countries has been 100 years of history, and has become one of the most promising industries in twenty-first Century. From the Mickey Mouse (Mickey) of the enduring, to Hello Kitty (Hello Kitty) popular brand licensing has been proven as an effective tool for brand building and brand the expansion, made outstanding contributions to the construction of international cultural communication and entertainment brand. In recent years, to further implement the "push forward the construction of socialist culture and power, the task will become a strategic pillar industry of the national economy the development of cultural industries, cultural brand building, especially television, brand building and the development of animation industry has been as an important work to promote the development of cultural industry. Chinese leading operators as Chinese brand licensing business, China local brand licensing agents will flourish with force in China The construction of the brand is to promote the sustainable and healthy development of the cultural industry in China.
In view of brand licensing in Chinese market started relatively late, the domestic study on brand licensing is still not perfect, especially for the China native "brand licensing is more rare, so the theoretical research agent" most Chinese local brands licensingagents developed has certain blindness, often simply follow foreign successful cases from the industry, and the actual status of the company, the lack of feasibility of development strategy, to achieve rapid, healthy and stable operation.
Based on the research of brand licensing basis of the relevant research results, to network behavior, this paper gives a comprehensive analysis of the current situation of the development of China local brand licensing agents, and focuses on the analysis of external factors that hinder the development of Chinese local brand licensing agents and the internal problems and opportunities facing. Through the study found that, at present day network behavior on behalf of the Chinese local brand licensing agents in general scale enterprises and the small business scale, authorization mode is single, licensing income is not balanced and authorizes the project development of low success rate and poor performance of the market situation. At the same time, the local brand licensing agents acting brand development is also facing a lack of resources, brand controllable degree is low, the industrial environment is not perfect pirated goods, etc. diffuse external influence factors, and the lack of professional talents, lack of brand evaluation system and the development of soil science brand Strategies, without the establishment of significant internal problems such as the professional accredited evaluation system and the authorized project operation system, have brought obstacles to the robust development of its authorized business.
But through further research also found that due to the international market changes in the economic environment and domestic culture and industry environment gradually improved, the market strategy of domestic enterprises, the rapid development of coupled with the new media for the local brand licensing agents bring visible and potential development opportunities. The development status of local brand licensing agents based on analysis and research is facing internal and external obstacles and market development opportunities, we further focus on the combination of the day network experience, how to eliminate the internal obstacles to development, shielding external environment resistance, with strong development opportunities, the current situation of the development of breakthrough puts forward the local brand licensing agents in internal structure improvement, recruitment and training methods, reasonable construction firm brand structure, establish professional business operation system, to avoid the resistance of industrial environment And the expansion of the authorization model and other aspects of the development or improvement of countermeasures.

【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F723

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