联系我们

论文查询结果	返回搜索

论文编号：	10339
作者编号：	2220160681
上传时间：	2018/12/6 1:07:24
中文题目：	消费升级环境下的企业品牌战略研究——以大型上市药企KM公司为例
英文题目：	Research on Brand Strategy of Enterprises under the Environment of Consumer Upgrade——Take KM, a large listed pharmaceutical company
指导老师：	李东进
中文关键字：	消费升级；品牌提升；KM公司；医药消费
英文关键字：	Consumption upgrading；Brand promotion；KM company；Medical consumption
中文摘要：	消费升级是指由于消费水平的提高，从而引起消费层次、消费结构、消费内容、消费方式、消费行为的变化。究其根本，消费升级的驱动来自市场经济的发展、消费诉求的显化，从而引起消费行为的改变，消费方式、内容随之裂变，最终形成新的消费结构与层次升级。 品牌提升既是企业战略思维，也是新消费观念的选择，更是市场营销学发展到一定程度的必然结果。为了进一步使企业供给满足消费者在新消费时代的消费需求，企业逐步将品牌提升作为促进其长期发展的关键战略。 然而，一方面由于传统行业从业者对消费升级认识有待加强，原有营销观念有待扭转；另一方面，由于品牌提升相关理论在我国起步较晚，学术界关于品牌提升的理论仍在逐步完善的起始阶段，商业实践上同样缺乏具备普遍性的参考案例，具备复制条件的品牌提升成功经验较少。针对上述困境，本文从专题理论研究的角度出发，主要从以下几个方面对课题展开研究： 第一，消费升级、营销升级与品牌提升的理论内涵与关联。首先通过论述消费升级和企业品牌提升的关系，分析消费升级背景下企业品牌提升的具体动因，明确了新消费环境下企业品牌提升的必要性。第二，以传统医药行业为例，论述新消费环境下品牌提升战略及目标及实施。通过新消费时代下医药行业现状的研究，归纳总结出医药市场发展的变化趋势特点，为医药企业品牌提升战略的制定提供决策参考。第三，通过KM公司品牌提升发展战略案例分析，提出了企业品牌提升的具体实施策略。第四，消费升级背景下企业品牌提升评价指标体系研究。借鉴品牌提升的基础理论与学术模型，对品牌提升成功评价的指标进行深度的归纳分类。 虽然，作为一种前所未有的发展趋势，品牌提升给我国企业的可持续发展提出了严格的考验，但消费升级已是大势所趋，必定为市场经济的发展带来前所未有的增长空间。品牌提升通过不断符合消费诉求，适应并引导消费行为，不仅能够实现企业在国内市场的战略目标，更能提升企业整体核心竞争力，因此，本文的研究方向具有现实意义与研究价值。
英文摘要：	Consumption upgrading refers to the change of consumption level, consumption structure, consumption content, consumption mode and consumption behavior due to the improvement of consumption level. Fundamentally, the driving force of consumption upgrading comes from the development of market economy and the manifestation of consumption demands, which leads to the change of consumption behavior, the fission of consumption mode and content, and finally the formation of a new consumption structure and level of upgrading. Brand promotion is not only the strategic thinking of enterprises, but also the choice of new consumption concept, and is the inevitable result of the development of marketing to a certain extent. In order to further make the supply of enterprises to meet consumer demand in the new consumption era, enterprises gradually take brand promotion as the key strategy to promote their long-term development. However, on the one hand, the traditional industry practitioners' understanding of consumer upgrading needs to be strengthened, and the inherent marketing concept needs to be reversed; on the other hand, because of the relatively late start of brand upgrading theory in China, the academic theory of brand upgrading is still in the initial stage of gradual improvement, and commercial practice is also lack of universality. For reference cases, there is less successful experience in brand upgrading with replication conditions. In view of the above dilemma, this thesis starts from the perspective of thematic theory research, mainly from the following aspects to carry out research on the subject: First, the theoretical connotation and relevance of consumption upgrading, marketing upgrading and brand upgrading. Firstly, by discussing the relationship between consumption upgrade and enterprise brand upgrade, this thesis analyzes the specific motivation of enterprise brand upgrade under the background of consumption upgrade, and clarifies the necessity of enterprise brand upgrade under the new consumption environment. Secondly, taking the traditional medicine industry as an example, this thesis discusses the brand promotion strategy, objectives and implementation under the new consumption environment. Through the study of the current situation of the pharmaceutical industry in the new consumption era, this paper summarizes the characteristics of the development trend of the pharmaceutical market, and provides decision-making reference for pharmaceutical enterprises to formulate brand promotion strategy. Thirdly, through the KM company brand promotion development strategy case analysis, put forward the specific implementation strategy of enterprise brand promotion. Fourth, the evaluation index system of enterprise brand upgrading under the background of consumption upgrading. Referring to the basic theory and academic model of brand promotion, this paper makes a deep induction and classification of the indicators of brand promotion success evaluation. Although, as an unprecedented development trend, brand upgrade has put forward a strict test for the sustainable development of Chinese enterprises, but consumption upgrade is the general trend, it must bring unprecedented growth space for the development of market economy. Brand promotion can not only achieve the strategic goal of the enterprise in the domestic market, but also enhance the overall core competitiveness of the enterprise by constantly meeting consumer demands, adapting to and guiding consumer behavior. Therefore, the research direction of this paper has practical significance and research value.
查看全文：	预览  下载(下载需要进行登录)