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论文编号：	10827
作者编号：	2220150540
上传时间：	2018/12/14 9:49:59
中文题目：	Y公司海外品牌定位与传播策略研究
英文题目：	Research on the overseas brand positioning and communication strategy of Y company
指导老师：	李桂华
中文关键字：	品牌定位；B2B品牌；品牌策略；海外传播
英文关键字：	brand positioning;B2B Brand;brand strategy;Overseas Communication
中文摘要：	目前关于品牌的理论与策略，大多是基于B2C行业的，因为在B2C市场上，产品形象利益相关的品牌功能，是品牌影响购买决策的重要驱动力。比如提到品牌，大家都会想到苹果、香奈儿、格力等，这些品牌都是B2C行业的成功案例。品牌效益给B2C行业带来了强大竞争力。而对于B2B行业来说，品牌的建设之路却发展的比较缓慢，尤其是针对国内的企业。B2B企业目前主要存在于电子电器、工程机械等行业，对于B2B企业是否要在品牌上进行高投入。很多高管认为，他们的产品一般面向的受众更加理性，客户对产品的规格、指标、质量等非常熟悉，更注重的是硬指标，而非形象、知名度等软指标。而这些企业并没有认识到品牌的影响对B2B 购买者同样很深，并且他的影响力是要超过产品价格和质量等硬性因素[1]。也正是这种意识上的不足，使得国内B2B企业在不断加剧的全球化进程中未能赢取先机。虽然如此，仍有一些国内B2B企业在品牌的建设上不断的摸索前进，并取得一定成效。 本文首先从品牌策略和 B2B 品牌化的概念入手，阐明 B2B 品牌目前的发展现状，并针对现状做出分析。其次，以国内 Y 公司为例，详细分析其品牌发展背景和海外品牌现状，通过运用数据分析、品牌调研等方法总结其品牌建设的优势与不足。根据分析结果，明确其海外品牌定位，并针对其品牌现状和不足，制定海外品牌传播策略解决方案。最后，对国外成功的 B2B 企业的品牌案例和 Y 公司的传播案例进行研究，验证 Y 公司品牌定位与策略的有效性。其主要目的在于有效提升 Y 公司海外品牌传播效果，提升海外品牌竞争力，打造属于中国的全球化品牌，同时也为我国 B2B 企业品牌海外传播提供参考。
英文摘要：	At present, most of the theories and strategies about brands are based on the B2C industry,and because it is in the B2C market that the brand function which related to the interest of product image is an important driving force for brands to influence purchase decisions. For example, when it comes to brands, everyone will think of Apple, Chanel, Gree, etc. These brands are successful cases in the B2C industry and the brand benefits also bring strong competitiveness to the B2C industry. For the B2B industry, the road to brand building has developed slowly especially for domestic companies. B2B companies currently mainly exist in the electronics, construction machinery and other industries, and whether B2B companies should invest heavily in the brand while many executives believe that their products are generally more rational for the audience, and customers are very familiar with the specifications, indicators, quality, etc., and they focus more on hard indicators rather than soft indicators such as image and popularity. These com panies do not realize that B2B buyers are also subject to the potential impact of the brand, and its influence far exceeds the hard factors such as product price and quality. It is also the lack of awareness that has made Chinese B2B companies unable to win opportunities in the process of increasing globalization. However, there are still some domestic B2B companies that are constantly exploring the progress of brand building and have achieved certain results. This paper starts with the brand strategy and the concept of B2B branding to clarify the current development status of B2B brands and make an analysis of the current status.Secondly, take domestic company Y as an example to analyze its brand development background and overseas brand status in detail, and summarize the advantages and disadvantages of its brand construction through data analysis and brand survey.Based on the analysis results, the author defined its overseas brand positioning, and formulated the overseas brand communication strategy solutions based on its current status and deficiencies.Finally, the brand cases of foreign successful B2B enterprises and the communication cases of Y company are studied to verify the effectiveness of brand positioning and strategy of Y company.Its main purpose is to effectively improve the overseas brand communication effect of Y company, enhance the overseas brand competitiveness, and create a global brand belonging to China. Meanwhile, it also provides reference for the overseas communication of Chinese B2B enterprise brands.
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