科龙品牌的诊断与分析

发布时间：2018-06-10 09:40

本文选题：科龙 + 品牌　；参考：《西南财经大学》2007年硕士论文

【摘要】： 论文以科龙集团为背景(企业全称为:广东科龙电器股份有限公司,在本次论文中均简称为科龙),以科龙品牌为研究对象,以科龙品牌近几年培育中的不足为主要研究内容。之所以有上面选题,主要基于以下原因:第一,自己曾在该企业服务过,对企业情况较熟悉,且较容易通过相关渠道获取论文所需的材料;第二,科龙集团近几年有着很多不同寻常的经历:市场业绩的持续下滑,以及企业原董事长顾雏军(任职于2002年底～2005年6月)的重大经济犯罪等,都从不同方面不同程度使科龙品牌受到了极大伤害;第三,从我国每年发布的“中国最有价值品牌”排行榜也可看出科龙不容乐观的品牌现状:科龙在2001年以前位于排行榜的前十位,但自2002年以后再也没能进入该“光荣榜”。因此,对致使科龙品牌培育不成功的各种因素予以总结,并适当提升到理论高度,以对其他企业产生“前车之鉴”的作用,具有非常重要的现实意义,这也是MBA论文所重点要求的方面。论文主要将科龙品牌作为一个在中国市场上培育不成功的案例进行写作,将“不成功”1的各项原因予以分析,并总结出其中的经验教训,基本写作思路和逻辑结构为:第一部分以宏观分析为主,内容主要包括我国品牌发展的历史(历程)、目前现状与存在的主要问题以及发展策略等;第二部分主要基于对科龙品牌现状的认识与了解,以及对行业主要竞争对手的优劣势分析,然后以SWOT分析法作为主要工具,对科龙品牌予以全面性的总结分析,其中以目前存在的不足和问题为分析重点;第三部分是在现状分析的基础上,总结出具有结论性的观点,以使其对其他企业具有借鉴和参考意义。论文主体部分将重点从以下方面对科龙品牌进行分别论述:品牌定位。品牌定位是使所有的产品品牌在顾客心智中占领一个有利的位置或取得一个无可替代的位置。它是细分市场,选择目标市场活动的延续与发展,因此,品牌定位也是企业间争夺心海、心智的战争,它是考察品牌是否具有鲜明个性特征的重要因素,是品牌传播的基础,决定着品牌发展的方向。我们将对科龙品牌的定位进行分析,看其定位是否准确有效。品牌核心价值的塑造。品牌核心价值是整个品牌的灵魂,它让消费者方便、明确、清晰地识别品牌的利益点与个性,并让其认同、喜爱、购买、联想、赞美……。本部分将从消费者所能体验的品牌的功能物理利益、情感利益、文化利益、心理价值,以及社会性利益等方面对科龙品牌进行了解与分析。品牌与市场营销。两者之间的关系是相辅相成的,一方面品牌具有强大的竞争实力后,有利于市场营销工作的进行。另一方面企业的市场营销到位,会增强企业品牌的知名度,提高品牌的市场占有率,增强品牌在市场营销中的竞争力。因此,品牌又离不开市场营销,它必须依靠市场营销活动来塑造品牌形象,提高品牌的知名度与美誉度。本部分为论文的重点部分,我们将从“4P”角度,即产品、价格、渠道、促销等方面进行较深入的剖析。品牌与公共关系。现代企业的有效运行离不开良好的公共关系,品牌的发展更离不开公共关系。这是因为品牌的发展必须与所面对的消费者处理好各种关系,吸引消费者,取得消费者对品牌的好感,提高知名度。再者,品牌的发展必须注重社会效益的提高,这也需要良好的公共关系。我们将对科龙公司公共关系以及危机事件的处理予以分析,来考察这些因素对科龙品牌的影响情况。需说明的是,上面的“公共关系”部分在本质上虽为市场营销中“销售促进”的一部分,但基于这部分尤其是危机公关,对品牌影响的巨大作用,因此我们把它单列了出来,予以分别讨论和分析。另外,由于科龙的品牌CI是经过日本电通广告及美国奥美国际传播集团所共同设计和策划的,具有较高的专业水准,加之受论文篇幅与主题的限制,论文未能对这些相关部分内容进行讨论。论文在整体结构上以提出问题——分析问题——总结问题的逻辑思路分为三大篇章:企业外部环境篇——企业内部环境篇(科龙品牌现状分析与问题诊断)——理论总结篇(对科龙品牌培育不成功的各种因素进行总结和理论性提升)。力争在提高自我理论水平和经营管理能力的基础上,使论文成为科龙品牌发展中的一重要参考文献。
[Abstract]:The thesis takes the Kelon Group as the background (the whole enterprise is called the Guangdong Kelon Electrical Holdings Co, which is called Cologne in this paper), taking the dragon brand as the research object, and taking the shortage of the dragon brand in recent years as the main research content.
The reasons for the above topic are mainly based on the following reasons: first, he has been in the service of the enterprise, is familiar with the enterprise situation, and is easier to obtain the materials needed by the relevant channels. Second, the Cologne group has many unusual experiences in recent years: the continuous decline of market performance and the former chairman of the enterprise, Gu Chujun. The major economic crimes, such as the end of 2002 to June 2005, have greatly hurt the Kelon Brand from different aspects. Third, from China's annual list of "most valuable brands in China", it can be seen that Cologne is not optimistic about the brand status: Cologne was in the top ten of the list before 2001, but from 2002 It has not been able to enter the "glory list" after year. Therefore, it is of great practical significance to summing up the various factors that cause the unsuccessful cultivation of the brand of Kelon to the theoretical height, which is of great practical significance to other enterprises, which is also the key aspect of the MBA paper.
The thesis mainly takes the dragon brand as a case of unsuccessful cultivation in the Chinese market, analyzes the reasons for the "unsuccessful" 1, and summarizes the experience and lessons. The basic writing ideas and logical structure are as follows: the first part is based on macro analysis, which mainly includes the history of the development of our country's brand (course). In the second part, the second part is mainly based on the understanding and understanding of the current status of the dragon brand and the analysis of the advantages and disadvantages of the main competitors in the industry. Then, taking the SWOT analysis as the main tool, this paper gives a comprehensive summary and analysis of the dragon brand, with the shortcomings and questions existing at present. The third part is based on the analysis of the status quo, concluding a conclusion, so that it can be used for reference and reference to other enterprises.
The main part of the thesis will discuss the brand of Cologne from the following aspects: brand positioning. Brand positioning is to make all product brands occupy a favorable position in the customer's mind or obtain an irreplaceable position. It is a subdivision of the market, the continuation and development of the choice of the target market, so the brand positioning is also the same The enterprise contends for the heart sea and the mental war. It is an important factor to examine whether the brand has distinct personality characteristics. It is the foundation of brand communication and determines the direction of the brand development. We will analyze the positioning of the branded brand to see if its positioning is accurate and effective.
The core value is the core value of the brand. The core value of the brand is the soul of the whole brand. It makes the consumer easily, clearly and clearly identify the interests and personality of the brand, and let it identify, love, purchase, associate, Praise.. this part will work from the brand that the consumer can experience, the physical benefits, the emotional interests, the cultural interest and the psychological value. Understand and analyze Kelon Brand in terms of social interests and other aspects.
Brand and marketing. The relationship between the two is complementary. On the one hand, after the brand has a strong competitive strength, it is beneficial to the marketing work. On the other hand, the marketing in place of the enterprise will enhance the reputation of the brand, improve the market share of the brand, and enhance the competitiveness of the brand in the marketing. Brand can not do without marketing, it must rely on marketing activities to create brand image, improve brand awareness and reputation. This part is the key part of the paper, we will from the "4P" angle, that is, products, prices, channels, promotion and other aspects of in-depth analysis.
Brand and public relations. The effective operation of modern enterprises can not be separated from good public relations, and the development of the brand can not be separated from public relations. This is because the development of the brand must deal with all kinds of relations with the consumers facing the brand, attract consumers, obtain consumers' good sense of brand and raise awareness. Furthermore, the development of the brand must pay attention to the development of the brand. The improvement of social benefits also requires good public relations. We will analyze the treatment of public relations and crisis events in Cologne to examine the impact of these factors on the dragon brand.
It needs to be explained that the "public relations" section above is essentially part of the marketing promotion, but based on this part, especially the crisis public relations, has a huge impact on the brand, so we separate it into separate discussion and analysis. In addition, because the CI of Cologne is passed through the Japanese cable. The paper, which has been designed and planned by the United States International Communications Group, has a high professional level, and is limited by the length and theme of the paper. The paper has not discussed the relevant parts of the paper.
The thesis is divided into three chapters in the overall structure of the problem - the analysis of the problem - the logical thinking of the summary: the external environmental text of the enterprise - the internal environment of the enterprise (the status analysis and the problem diagnosis of the dragon brand) - a summary of the theoretical summary and the theoretical promotion of the various factors that do not work for the cultivation of the brand of the dragon brand). Strive to improve the level of self theory and management capabilities, so that the paper has become an important reference in the development of Kelon Brand.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F273.2;F426.6

【相似文献】