联系我们

论文查询结果	返回搜索

论文编号：	13630
作者编号：	2320200577
上传时间：	2022/12/5 12:22:09
中文题目：	J私募基金公司品牌内化策略研究
英文题目：	Research on Brand Internalization Strategy Of J Private Equity Corporation
指导老师：	白长虹
中文关键字：	私募股权；产业引导；品牌内化
英文关键字：	Private equity； industry guide； brand internalization
中文摘要：	私募股权投资在我国属于新兴行业，近几十年来，随着国家经济的持续发展及体系建设的不断完善，私募股权投资行业在我国资本市场也起到了越来越重要的作用。虽然私募股权投资行业在我国经历了近二十年的蓬勃发展期，但目前在行业中具有品牌优势及明确品牌形象的机构仍然是少之又少，市场中相对活跃的机构也大多仍处于品牌的建设阶段。由于国家宏观政策调整、监管力度加大及经济环境变化的影响，私募股权投资行业正在经历从高速增长期向规范发展期的过渡，未来行业内机构必然会走向差异化、品牌化路线，也只有具备核心竞争优势以及拥有品牌特色的机构才能在激烈的竞争中存活，才能逐步获得投资者的认可和青睐。 以往对企业品牌建设的研究，大多从品牌的外部建设与传播方向着手。有研究者发现，企业的品牌宣传往往会拉高客户的期望值，并不一定能够建立起品牌优势。当公司真正将企业的品牌价值承诺落实到客户服务过程中的时候，才能提高客户的满意度及品牌认可度。品牌优势的建立不能仅靠外部宣传，品牌内化也非常重要。 本文通过对私募股权投资行业品牌建设相关的国内外文献进行梳理，以管理学及营销学服务品牌内化的相关理论为分析工具，对J私募股权投资管理公司的品牌内化策略进行案例研究。J公司是一家金融类央企的下设全资子公司，公司的主要产品是政府产业引导基金，成立于私募股权投资行业的爆发期，经历了行业高速成长期，具有一定规模和品牌效应。本文通过对J公司的深入分析，识别了该公司运营的问题与不足，运用品牌内化的分析方法，从组织品牌内化和员工品牌内化两个不同的层面进行分析，提出了一系列的品牌内化改进方法和实施建议，希望能够对J公司发展提供一定的指导，也希望能够对我国私募股权投资行业的品牌内化策略研究提供案例参考和借鉴。
英文摘要：	Private Equity(PE) investment is classified as emerging industry. In recent decades, PE plays an increasingly important role in capital market as our national economy continues to develop and market system continues to improve. Although PE investment industry experienced two decades of vigorous development, there are few institutions that have brand advantages and a clear brand image. Most of the relatively famous institutions are still during brand building period. Because of macro policy adjustment、supervision enhancement and economy volatility, PE investment industry experiences a transition from high-speed growth period to high-quality growth period. The institutions will move towards operating differentiation and brand building in the future. Only those have core strength and brand specialty are able to survive and gain customer favor in the competition. Most scholars study brand culture based on outside-company perspective. However, many researches show that simple brand promotion only raises expectation of customers, may not build brand advantage. When put brand value into customer service, institutions can improve customer satisfaction and brand popularity. Therefore, brand internalization is as important as brand promotion during building brand advantage. This paper will analyze J company based on management and marketing theories and brand internalization research methods through studying domestic and foreign thesis about PE brand instruction. J company, a central government owned enterprise focus on finance and PE investment, was established during the outbreak of PE investment industry and owned a certain operating scale and brand awareness through high-speed growth period. This paper will point out J company operation problems and weakness through depth analysis and also propose a series of suggestions of improving brand internalization from organization and employee two perspectives. In summary, this paper provides specific advises for J company, making references for brand internalization of Chinese PE investment industry.
查看全文：	预览  下载(下载需要进行登录)