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论文编号：	1273
作者编号：	2120062629
上传时间：	2009/6/13 16:02:57
中文题目：	选美机构的品牌管理模式研究
英文题目：	A Study on the Brand Managemen
指导老师：	王迎军 教授
中文关键字：	选美机构 品牌管理 整合营销
英文关键字：	Beauty Pageantry Organization;
中文摘要：	近年来，各种选美活动层出不穷，所带来的经济效应和社会影响也不断加大。湖南卫视“超级女生”所获得的巨大成功、每年世界各大选美机构中国赛所受到的巨大关注等，让我们看到了选美背后的巨大的经济利益和社会利益。作者不从伦理标准来探讨选美活动的对与错，而是从选美活动本身出发，探讨选美机构怎样培育自身品牌，怎样保持品牌的长期影响力，从而实现巨大的经济和社会效益。因而作者要解决的主要问题是选美机构的品牌管理问题。 选美机构的品牌管理是一个系统的过程，作者将其区分为品牌内部管理和品牌外部管理。二者的关系是相辅相成、相互促进的关系，即品牌内部管理是基础，品牌外部管理是关键。没有良好的品牌内部管理，品牌外部管理就如同空中楼阁，缺乏坚实的根基，注定不会焕发长久的生命力。品牌外部管理是选美机构建立良好的品牌关系和品牌知名度的关键环节，是能否创造经济和社会效益的核心环节，关乎选美活动的成败。 对于品牌管理策略，作者认为，即选美机构以何种方式向人们传播自身的品牌理念，达到预定的营销目标以及经济和社会目标。首先，是确定选美机构的品牌定位；其次，是选美机构的品牌传播管理；最后是选美机构的品牌公共关系管理。品牌外部管理实质上就是选美活动推进的过程管理，只不过这一过程管理要充分把品牌管理渗透其中。 对于品牌内部管理，作者认为应从制度机制上保证选美活动有条不紊地运作，首先应建立良好的组织机构；其次，要建立良好的选美文化，确立清晰的选美标准；最后，应建立完善的选美从业人员培训机制，不断提高选美机构员工的素质。品牌内部管理的主要目的是深刻认识市场价值链，保证选美机构内部的一致性，为品牌外部管理奠定坚实的基础。 最后，作者引进整合营销传播理论，将选美机构的品牌内部管理和品牌外部管理有效融合，从整合视角和传播视角来构建选美机构的品牌管理支持系统，以进一步完善选美机构的品牌管理模式。 综上所述，本轮文选题较新，立意于选美机构品牌管理，具有较强的学术价值和实践价值。另外，作者从选美机构的现状和特点出发，将选美机构品牌管理分为品牌内部管理和外部管理，并以整合营销传播作为桥梁将二者联合起来，从整合范畴和传播范畴构建了选美机构的品牌管理支持系统，使得内、外部品牌管理系统与基于IMC的品牌管理支持系统相得益彰、相互促进，使得作者所构建的模式更具有科学性、逻辑性和实践价值。作者诚挚地希望作者对促进选美活动的健康发展有所裨益。
英文摘要：	In recent years, various kinds of beauty pageantry activities have emerged in an endless stream, which has brought enormous economic effect and social influence constantly. Hunan Satellite TV "Super Girl Student" has obtained immense success, annual every world large beauty pageantry organization of China match has received enormous concern, etc., let us see the enormous economic benefits of the beauty pageantry back and social interests. This thesis doesn’t probe into beauty competition of activity right and fault from ethics standard, but proceed from beauty competition activity, it is discussed how the beauty competition organization fosters one's own brand , how to keep the long-term influence power of the brand, thus realize the enormous economic and social benefit. Therefore the subject matter that a thesis should be solved is a problem of management of brand of the beauty competition organization. The brand management of the beauty competition organization is the course of a system, and this thesis has devided it into two parts: brand inside management and brand outside management. Relation between complementing each other in relation of the two, mutual promotion, namely it is a foundation to manage within the brand, it is a key that the brand outside is managed. Have good brand manage, brand outside manage right away like plans or hopes that are unlikely to be realized, lack the solid foundation, is destined not to radiate the vitality for a long time. It is that a beauty competition organization establishes good brand relation and key link of brand awareness that the brand outside is managed, it is the key link of creating the economic and social benefit, concern the success or failure of the beauty competition activity. As to brand inside management, this thesis thinks that it should guarantee from system mechanism that the beauty competition activity is operated without any confusion, should set up good organization at first; Secondly, will set up good beauty competition culture, will establish the clear beauty competition standard; Finally, the staff training mechanism that should set up perfect beauty competition and obtain employment, is improving the quality of the mechanism staff of beauty competition constantly. The main purpose of management is to realize the value chain of the market deeply within the brand, guarantee the in-house consistency of beauty competition, settle solid foundation for the thing that the brand outside is managed. As to brand inside management, this thesis thinks namely what kind of idea the beauty competition organization wants to propagate to people, what kind of marketing goal and economic and social goal are reached. First of all, confirm that the brand of the beauty competition organization makes a reservation; Secondly, it is the brand of the beauty competition organization that spreads and manages; It is the brand public relations of the beauty competition organization that are managed finally. The brand outside is managed and managed by the course that the beauty competition activity advances in fact, only this course management should permeate the management of the brand among them abundantly. Finally, the IMC theory has been introduced in this thesis, which has merged the brand inside management within brand inside management effectively, manage the system of supporting from the brand that combine the visual angle and propagate the visual angle to structure the beauty competition organization, in order to perfect the brand management mode of the beauty competition organization further. In sum, the theme of this thsesis is relatively new, conception is managed in organization's brand of beauty competition, have stronger academic value and practice value. In addition, this thesis proceed from current situation and characteristic of the beauty competition organization, is it divide beauty competition organization brand into brand inside management and brand outside management, and combine two together by combining marketing and propagating as the bridge , manage the system of supporting from the brand combining the category and propagating the category to structure the beauty competition organization, brand administrative system and brand based on IMC manage and support the system to bring out the best in each other, mutually promote inside or outside making, make the mode structured of a thesis have scientific, logical and practice value even more. The author hopes sincerely that this thesis is beneficial to the sound development of the beauty pageantry activities.
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