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论文编号：	11215
作者编号：	2220160679
上传时间：	2019/12/9 13:23:55
中文题目：	无限极公司品牌资产培育的策略研究
英文题目：	Research on Brand Asset Cultivation Strategy of Infinitus Company
指导老师：	白长虹
中文关键字：	无限极公司;品牌资产;品牌价值
英文关键字：	Infinitus Company;Brand Equity;Brand Value
中文摘要：	随着经济全球一体化进程的加快，品牌在市场运营的主体地位逐步显现出来，企业长远发展以及做大做强都与品牌的兴衰有着密不可分的联系，但是需要经过一个漫长的过程品牌才可培育出来。树立品牌意识是企业可持续发展的必要前提，如何通过企业现有资源，开展品牌传播，从而达到销量的提升，占有更大的市场份额。随着市场和竞争外部环境的快速发展与转变，如何在提升品牌资产价值的过程中，避免盲从，依据企业自身的情况做出优化和完善，做出适合的品牌策略。品牌资产是建立在价值体系下，作为企业需要具备一种思考方式那就是竞争性定位。品牌资产由品牌知名度、品牌认知度、品牌忠诚度、品牌联想、品牌其他资产五个要素构成。本文根据保健品企业品牌资产管理的特殊性，以保健品行业代表性企业无限极公司为例，通过实证对影响保健品企业品牌资产价值的主要因素进行了研究，探究了无限极公司品牌资产培育现状及对影响其品牌资产价值因素分析，提出了无限极公司品牌资产培育的策略。 本文研究内容如下：首先，论述了本研究的背景并阐明了研究的意义，提出了研究内容及方法，阐述了品牌，品牌资产的基本概念，通过运用与研究内容相关领域的国内外关于品牌、品牌资产等方面的文献资料，为本论文理论层面的支撑。其次，对无限极公司品牌资产培育现状进行了分析，通过调研并且运用科学的统计措施，对无限极公司品牌资产的影响因素进行了分析，探究了无限极公司品牌资产构建中存在的问题。随后，通过上一章节的分析给出了无限极公司在品牌资产建设方面的策略提升方案，从提升品牌满意度，品牌知名度，品牌美誉度，品牌认知度及忠诚度等方面进行了阐述。最后，通过理论与实践的有机结合，提出了论文的结论与不足，并给出了品牌资产研究内容的展望。
英文摘要：	With the acceleration of the process of economic globalization, the main position of brand in the market operation has gradually emerged. The long-term development of enterprises and the rise and fall of the brand are closely related to the rise and fall of the brand, but it takes a long process for the brand to be cultivated. The establishment of brand awareness is a necessary prerequisite for the sustainable development of enterprises. How to carry out brand communication through the existing resources of enterprises, so as to achieve the promotion of sales volume and occupy a larger market share. With the rapid development and transformation of the market and the external environment of competition, how to avoid blind obedience in the process of promoting the value of brand equity and make optimization and completion according to the situation of the enterprise itself. Brand equity is based on the value system, as an enterprise needs to have a way of thinking, that is, competitive positioning. Brand equity is composed of five elements: brand awareness, brand recognition, brand loyalty, brand association and other brand assets. According to the particularity of brand equity management of health care products enterprises, taking the representative enterprises of health care products Infinitus company as an example, this thesis studies the main factors that affect the value of brand assets of health care products enterprises, probes into the present situation of brand equity cultivation of Infinitus company and analyzes the factors affecting the value of brand assets, and puts forward some strategies for the cultivation of brand assets of Infinitus company. The research contents of this thesis are as follows: first, the background of this study is discussed and the significance of the research is set forth, the research contents and methods are put forward, the basic concept of brand and brand assets is described, and by using domestic and foreign brands related to the research contents, The literature of brand assets and so on is the support of the theoretical level of this thesis. Secondly, the present situation of the brand assets of Infinitus company is analyzed, the Infinitus company of the brand assets of Infinitus company are analyzed through the research and the scientific statistical measures, and the problems existing in the construction of the brand assets of Infinitus company are explored. Then, by the analysis of the previous section, From the aspects of improving brand satisfaction, brand awareness, brand reputation, brand recognition, loyalty, and so on. Finally, through the organic combination of theory and practice, the thesis puts forward the conclusion and deficiency of the thesis, and gives the prospect of the research of brand assets.
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