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论文编号：	11636
作者编号：	2320170486
上传时间：	2020/6/19 14:40:48
中文题目：	糕饼A公司品牌管理研究
英文题目：	Research on the Brand Management of Bakery Brand A Company
指导老师：	刘志远
中文关键字：	品牌管理；糕饼；7C品牌管理模式
英文关键字：	Brand Management；Bakery；7C Band Management Mode
中文摘要：	随着我国经济社会的快速发展，我国经济转型升级的需求越来越迫切，中国经济发展不再追求更高的增速，而是要努力提升经济发展的质量和效率，推进中国制造转变为中国创造、中国速度转变为中国质量、中国产品转变为中国品牌。党的十八大更是提出中国社会需要建立以技术、品牌、质量、服务为主要内容的社会竞争新优势。现阶段，我国的老字号品牌一直受到国外品牌的收购与排挤，拥有的国际知名品牌数量较少，严重缺乏品牌评价的标准及权威。在市场经济的冲击下，由于企业机制僵化、品牌保护力度不足，品牌管理缺失等一系列的问题，很多具有百年历史的老字号企业渐渐凋零并退出市场。因此，保护老字号品牌、完善品牌管理成为我国经济发展中各个老字号企业面临的现实任务。研究老字号企业的品牌管理，对于老字号企业加强品牌管理意识、推进品牌管理，具有重要的理论价值和现实意义。 A公司成立于1924年，是天津市糕饼第一品牌，在2009年被天津市政府认定为津门老字号。本文首先对品牌及品牌价值、品牌管理、老字号品牌管理的文献进行整理与总结，对A公司所在的糕饼行业进行分析。然后对A公司的品牌管理现有情况进行分析，以郭伟提出的7C品牌管理模式为基础，发掘企业在品牌管理中存在的问题。最后本文针对A公司以7C品牌管理模式为基础发现的问题提出改进建议。本文的研究目的是完善A公司品牌管理，同时也对今后的老字号糕点企业乃至全部老字号推进品牌管理具有一定的借鉴意义，实现品牌强国的伟大目标。
英文摘要：	With the rapid development of China's economy and society, the demand of China's economic transformation and upgrading is becoming more and more urgent. China's economic development no longer pursues higher growth, but strives to improve the quality and efficiency of economic development, promotes the transformation from made in China to created in China, from speed in China to quality in China, and from Chinese products to Chinese brands. The 18th National Congress of the Communist Party of China further proposed to form a new competitive advantage with technology, brand, quality and service as the core. At this stage, China's time-honored brands have been purchased and excluded by foreign brands, with a small number of international famous brands and a lack of voice in brand value evaluation, which is not commensurate with the international status of the world's second largest economy. Under the impact of market economy, due to a series of problems such as rigid enterprise mechanism, insufficient brand protection, and lack of brand management, many time-honored enterprises with hundreds of years history gradually wither and withdraw from the market. Therefore, to protect the old brand and improve the brand management has become the realistic task faced by the time-honored enterprises in the economic development. To study the brand management of time-honored brand enterprises is of great theoretical and practical significance for them to improve their awareness and promote brand management. Company A, founded in 1924, is the No. 1 brand of Tianjin cake. In 2009, it was rated as a Tianjin time-honored brand. Firstly, this paper summarizes the literature of brand and its value, brand management, time-honored brand management, and analyzes the current situation of the bakery industry. Then it analyzes the current situation of a company's brand management, and finds out the existing problems in management on the basis of Guowei’s 7C band management mode. Finally, this paper puts forward improvement suggestions for the problems. The purpose of this paper is to improve the brand management of company A, and it also has a certain reference significance for the future time-honored bakery enterprises and even all the time-honored company to promote the brand management.
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