中国企业创立世界名牌策略研究
摘要
一个企业没有品牌,就缺乏赖以生存和发展所必需的动力,最终难免被残酷的市场竞争所淘汰;一个国家没有知名的民族品牌,缺少具有持续竞争优势的跨国企业巨头,就无法形成强大的国家经济竞争力,最终难免在强手如林的国际市场上丧失应有的“发言权”。2008年以来席卷全球的金融风暴对中国企业带来的影响并不相同:一方面,国外订单减少导致大量OEM企业深陷困境甚至倒闭;另一方面,一些品牌企业却保持了平稳增长甚至逆市上扬。中国制造出现的OEM(贴牌生产)和自主品牌冰火两重天的局面令人警醒,更引发了企业家们深沉的思考。一批OEM企业在挣扎中迈向了拓展自主品牌的艰难之路,一些品牌企业则跃跃欲试地展开了决胜市场的鏖战。而今,关于品牌拓展和提升的思索,萦绕于每一个企业家的脑海,而与之相关的决策,则成为了决定企业还能走多远的关键性砝码。在这一现实背景之下,对我国企业创立世界名牌问题进行深入的分析和探讨,从中找出一条民族品牌做大做强的一般路径,具有深刻而长远的意义。
本文分四个大的部分,共七个章节:
第一部分是绪论。着重论述本研究开展的背景、研究的意义和目的、研究的思路和方法,及国内外在品牌理论研究方面动态综述,并构建本文的研究框架。
第二部分包括第二、三章。第二章研究品牌的内涵及对名牌界定的问题,这是本研究展开的基础;第三章主要论述我国品牌发展的现状、与世界名牌之间的差距,以及我国企业创立世界名牌的必要性和紧迫性。
第三部分包括第四、五、六章。第四章从世界名牌创立的定位策略展开论述,主要就品牌准确定位的意义、品牌定位的具体策略、以及品牌定位的误区及规避三个方面来阐述观点;第五章从世界名牌创立的延伸策略来论述,主要就品牌适度延伸的价值、品牌延伸的策略,以及品牌延伸的风险及规避展三个方面阐述观点;第六章从世界品牌创立的提升策略来论述,主要就品牌创新、品牌强化、创立独特的品牌联想三个方面的内容来阐述观点。这三个章节构成了一个有机的整体,是缔造一个强大品牌必经的三个阶段,也是本研究的重中之重。
第四部分即结语。主要对是本研究不足之处进行概括总结,以期在以后的工作学习中进行完善。
An enterprise without the brand, lack of survival and development, and finally the power needed by the market is cruel out by competition; A country without famous national brand, lack of has sustained competitive advantage of multinational enterprises, can form powerful giants of national economic competitiveness, it would be inevitable in the multitude of strong international markets lose their "voice." Since 2008, the financial turmoil sweeping the global impact of Chinese enterprises is not identical: on the one hand, foreign orders led to large amount of OEM enterprise to fall deeply into difficult position closing down even; on the other hand, some brands have maintained a steady growth even in adversity up. Made in China OEM and own brand to the amalgamation of ice and fire alarming situation, have initiated the deep thinking of entrepreneurs more. A number of OEM companies struggling to develop its own brand into a tough road, some brands are eager to start the run-off market, fierce battle. Today, the brand development and promotion of thinking, it lingered in the minds of every entrepreneur, and related decision-making, then deciding to become a critical weight can go far. In the context of this reality, the creation of the world famous Chinese enterprises in-depth analysis and discussion, to find a national brand from the general path of bigger and stronger and has profound and long-term significance.
This thesis is divided into four major parts, a total of seven chapters:
The first part is introduction. It includes introduction of the background of this research, purpose and meaning of topic-choosing, research ideas and methods, and theoretical research in the brand at home and abroad the achievements and problems, and build the framework for this study.
The second part consists of chapters two and three. ChapterⅡof the brand's meaning and definition of the brand, and this is the basis of this study started; ChapterⅢdiscusses the development of China's brand status, and the gaps between the world famous, and famous Chinese enterprises need to create the world and urgency.
The third part includes the fourth, fifth and sixth chapters. Chapter IV founded the world famous brand positioning strategy are discussed including the main significance of the positioning of the brand, brand positioning of the specific strategies and brand positioning to avoid misunderstandings and to elaborate the point of view three aspects; Chapter V was founded from the world famous brand extension strategy to discuss, mainly on an appropriate extension of the brand value, brand extension strategies, and brand extension and avoid the risk of development of three aspects of the perspective; Chapter VI of the world created to enhance the brand strategy to discuss, mainly on brand innovation, brand enhancement, creating a unique brand association to explain the three aspects of the point of view. This three chapters and sections have composed a organic overall, weight of being to create a three stages that the brand big and powerful goes through necessarily, being also that the weight studying originally is middle.
The fourth part is concluding remark. Mainly to the inadequacies of this research were summarized in order to study in future work to perfect.
本文分四个大的部分,共七个章节:
第一部分是绪论。着重论述本研究开展的背景、研究的意义和目的、研究的思路和方法,及国内外在品牌理论研究方面动态综述,并构建本文的研究框架。
第二部分包括第二、三章。第二章研究品牌的内涵及对名牌界定的问题,这是本研究展开的基础;第三章主要论述我国品牌发展的现状、与世界名牌之间的差距,以及我国企业创立世界名牌的必要性和紧迫性。
第三部分包括第四、五、六章。第四章从世界名牌创立的定位策略展开论述,主要就品牌准确定位的意义、品牌定位的具体策略、以及品牌定位的误区及规避三个方面来阐述观点;第五章从世界名牌创立的延伸策略来论述,主要就品牌适度延伸的价值、品牌延伸的策略,以及品牌延伸的风险及规避展三个方面阐述观点;第六章从世界品牌创立的提升策略来论述,主要就品牌创新、品牌强化、创立独特的品牌联想三个方面的内容来阐述观点。这三个章节构成了一个有机的整体,是缔造一个强大品牌必经的三个阶段,也是本研究的重中之重。
第四部分即结语。主要对是本研究不足之处进行概括总结,以期在以后的工作学习中进行完善。
An enterprise without the brand, lack of survival and development, and finally the power needed by the market is cruel out by competition; A country without famous national brand, lack of has sustained competitive advantage of multinational enterprises, can form powerful giants of national economic competitiveness, it would be inevitable in the multitude of strong international markets lose their "voice." Since 2008, the financial turmoil sweeping the global impact of Chinese enterprises is not identical: on the one hand, foreign orders led to large amount of OEM enterprise to fall deeply into difficult position closing down even; on the other hand, some brands have maintained a steady growth even in adversity up. Made in China OEM and own brand to the amalgamation of ice and fire alarming situation, have initiated the deep thinking of entrepreneurs more. A number of OEM companies struggling to develop its own brand into a tough road, some brands are eager to start the run-off market, fierce battle. Today, the brand development and promotion of thinking, it lingered in the minds of every entrepreneur, and related decision-making, then deciding to become a critical weight can go far. In the context of this reality, the creation of the world famous Chinese enterprises in-depth analysis and discussion, to find a national brand from the general path of bigger and stronger and has profound and long-term significance.
This thesis is divided into four major parts, a total of seven chapters:
The first part is introduction. It includes introduction of the background of this research, purpose and meaning of topic-choosing, research ideas and methods, and theoretical research in the brand at home and abroad the achievements and problems, and build the framework for this study.
The second part consists of chapters two and three. ChapterⅡof the brand's meaning and definition of the brand, and this is the basis of this study started; ChapterⅢdiscusses the development of China's brand status, and the gaps between the world famous, and famous Chinese enterprises need to create the world and urgency.
The third part includes the fourth, fifth and sixth chapters. Chapter IV founded the world famous brand positioning strategy are discussed including the main significance of the positioning of the brand, brand positioning of the specific strategies and brand positioning to avoid misunderstandings and to elaborate the point of view three aspects; Chapter V was founded from the world famous brand extension strategy to discuss, mainly on an appropriate extension of the brand value, brand extension strategies, and brand extension and avoid the risk of development of three aspects of the perspective; Chapter VI of the world created to enhance the brand strategy to discuss, mainly on brand innovation, brand enhancement, creating a unique brand association to explain the three aspects of the point of view. This three chapters and sections have composed a organic overall, weight of being to create a three stages that the brand big and powerful goes through necessarily, being also that the weight studying originally is middle.
The fourth part is concluding remark. Mainly to the inadequacies of this research were summarized in order to study in future work to perfect.
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