联系我们

论文查询结果	返回搜索

论文编号：	156
作者编号：	052075
上传时间：	2007/12/19 14:11:46
中文题目：	我国中小企业的品牌营销战略及实
英文题目：	The Brand Marketing Strategy &
指导老师：	吴晓云
中文关键字：	中小企业 品牌定位 品牌推广
英文关键字：	SMEs Brand Positioning Brand
中文摘要：	随着市场竞争的日趋加剧，为争夺更多的消费者资源，企业之间的竞争焦点已经由单一的产品转向品牌的竞争，建立强势品牌是所有谋求发展的企业的共同选择。国际上许多具有百年历史的强势品牌，如飞利浦、可口可乐、IBM、西门子等，凭借品牌优势在全球市场迅速扩张；国内的海尔、联想、长虹等大企业也已纷纷拿起品牌的武器，取得了可喜的成绩，已经成长为国内著名品牌，并在世界上享有一定的知名度，为进一步渗入全球的竞争奠定了良好的基础。可以说，品牌营销的时代已经来临，品牌战略已经成为企业市场中发展壮大的基石。 占我国全部企业数99%的大部分中小企业来说，品牌的困惑一直是心中挥之不去的阴影。目前，在中国的中小企业家群体中，相当多的企业主、经营者在品牌营销方面存在着许多的误区：简单地把经营产品视同为经营品牌，只习惯于低端市场的打拼、短线的价格战；把品牌仅仅看成是商品的一种标识，认为创立品牌就是多注册几个商标，多开发几个产品，而没有看到品牌深层意义上的含义；更有甚者认为，中小企业根本没必要创建品牌，品牌营销只是大企业的事。在当代经济中，随着越来越多的跨国公司品牌涌入中国市场，国内市场国际化的局面更为明显，我们已经提前进入了一个崇尚市场知名度、美誉度和客户忠诚度的品牌与品牌竞争的时代。在这种市场状况下，中小企业要想生存和长期发展下去，塑造出鲜明、深刻、持久的品牌形象显然是必不可少的。 本文正是基于上述背景，对中小企业的品牌营销战略及其实施展开研究，在此基础上为其品牌创建和品牌营销提出切实可行的建议和方案。本文主要包括以下几部分的研究内容：第一部分，相关理论回顾。本部分主要是对品牌营销相关理论的回顾，包括品牌的涵义、特征及功能，品牌营销理论，品牌定位理论，品牌推广理论，品牌维护理论等。第二部分主要介绍了我国中小企业品牌营销的现状以及存在的问题，并对我国中小企业的品牌营销认知存在的误区及其原因进行了比较详细的分析。第三部分主要分析了我国中小企业的品牌战略，这是本文的主体部分，主要包括三个方面：中小企业品牌定位战略、中小企业的品牌推广策略以及中小企业品牌维护策略。在中小企业品牌定位战略中，根据处于不同市场地位的中小企业提出了相应的战略，包括处于市场挑战者地位、处于市场跟随者地位、处于市场空缺者地位的中小企业品牌定位以及中小企业品牌定位战略的实施流程；中小企业的品牌推广策略主要介绍了广告推广策略、营业推广策略、公共关系推广策略；中小企业品牌维护策略则包括法律维系策略、经营维系策略、危机管理策略。在第三部分的理论介绍中，本文还重点引用分析了“王老吉”品牌战略的建立及推广以及“恒源祥”品牌维护策略两个典型案例。第四部分是本文的结论部分，对本文的有关研究结论进行了总结和提炼。 本文的研究方法主要是采用理论分析和个案研究相结合的方法，分析并论述了我国中小企业的品牌营销的可行之道，因此本文具有一定的借鉴价值和现实意义。 本文的主要创新点主要体现在以下两个方面：第一，本文理论结合实际，分析说明了在当前市场条件下，中小企业实施品牌营销战略的内容、条件、原则和必要性，对中小企业进行品牌营销具有较强的学习、参考和理论上的价值。第二，选题具有创新性。在当今品牌营销的时代，中小企业的品牌营销关系着中小企业的生存和发展，而中小企业品牌营销的必要性及具体的战略实施并未被企业界充分重视，因此文章中论及中小企业的品牌问题也具有非常重要的现实意义。 通过本文的论述分析，中小企业建立、发展自身的品牌，需要从以下几个方面着手：第一，真正认识到企业未来长期赖以生存和发展的真正核心就是“品牌”，品牌战略是企业战略中的战略，品牌战略的实施是市场发展特别是市场竞争的需要。第二，品牌营销的首要问题是做好品牌定位，定位决定一切。一个企业必须有一个清晰、明确的品牌定位才可能创立强势品牌。第三，有了明确的定位才能确立营销推广，所有的传播活动就都有了评估的标准。品牌推广是提高品牌认知度，进而提高品牌影响力和产品销售量的重要手段，品牌推广要将企业的短期目标与长期目标相结合，灵活运用各种传播方式使中小企业快速建立品牌的知名度。第四，在实施品牌战略的过程中，要实现品牌长期效益的最大化，品牌维护是重要且必不可少的，需要企业高层和品牌管理人员予以足够的重视。企业必须把品牌维护摆在企业危机管理优先考虑的地位，从法律保护和品牌的经营与管理两方面进行品牌维护。第五，我国中小企业在品牌打造过程中必须在明确了自身的优势与劣势以及本行业的发展特点的前提下，结合自己的实际情况对品牌定位、品牌传播、品牌维护实施前瞻的规划和系统的整合，才能真正实现本企业品牌的创建和发展，也才更有利于企业的发展和壮大。 本论文仅主要说明了中小企业实施品牌营销的战略内容和现实意义，我国的中小企业实施品牌营销战略的方法策略也是随着社会的发展、市场的变化而不断发展变化的，中小企业要建立多样化的、符合自身特色的品牌发展之路，就要以实践为原则，并在不断实践中摸索出市场、客户认可的答案才是唯一可行的方法。 关键词：中小企业 品牌定位 品牌推广 品牌维护
英文摘要：	As the competition in the market is becoming increasingly intensified, the competition among enterprises has shifted from single-product to the competition of brand to gain more consumer resources. Establishing a strong brand is the same choice of all corporations to pursue development. There are many strong brands with 100 years such as Philips, Coca-Cola, IBM, and Simens and so on expanding in the global market by virtue of brand. Some domestic brand such as Haier, Lenovo and Changhong have picked their weapon of brand and achieved gratifying results. They have grown to domestic famous brands in the world and enjoy a certain reputation which set a good foundation for the global competition. To the most SMEs of China’s 99 percent of enterprises, the brand have been confused for a long time. At present, among China’s SMEs, a considerable number of corporation owners and operators have some misunderstanding in brand marketing: They simplify the brand operating to product operating and only accustomed to low-end market, short-term price war; Brand is only as a kind of logo but not see the meaning of deep significance; what is more, it is not necessary for SMEs to create brand and brand marketing is only the business of large corporations. In contemporary economy, as more and more multinational corporations’ brands coming into the Chinese market and the internationalization of the domestic market, we have entered a area of market visibility, reputation and customer brand loyalty and brand competition ahead. In such conditions, it is essential for SMEs to build a clear, profound, long-lasting brand in order that they can live a long life. Based on above background, the paper discussed the marketing strategy and its implementation of the SMEs brand. Based on this, the paper came up with feasible proposals and programs for the brand building and brand marketing. The paper included the following major part of the study: The first part was relevant theory review. This part was mainly about theory review about brand marketing, including the meaning, features and functions of brand, brand marketing theory, brand positioning theory, branding development theory, brand maintenance theory and so on. The second part mainly introduced the present situation and existing problems of our country’s SMEs Brand Marketing, and made detailed analysis about mistakes and its reasons of Brand Marketing in SMEs. The third part, the main part of this paper, mainly analyzed Brand Strategy of the SMEs in China, including mainly three aspects: brand positioning theory, branding development theory, brand maintenance theory. This paper raised corresponding strategies according to the different market position of SMEs, including SMEs in market challenger position, follower position or vacancy position and their brand positioning and the implementation of the strategy. SMEs brand promotion tactic mainly introduced advertising promotion tactic, sales promotion tactic and public relations promotion tactic; SMEs brand maintenance tactic include legal maintenance tactic, operating maintenance tactic, and crisis management tactic. In the third part of introduction, this paper quoted two typical cases: brand establishment and promotion strategy of "Wang Laoji" and brand maintenance tactic of "Heng Yuanxiang". The paper used qualitative method combining theoretical analysis with case study and analyzed China's SMEs Brand Marketing available ways, so this paper has some reference value and practical significance. The main innovations of this paper were the two following aspects: First, this paper analyzed the implementation of SMEs brand marketing strategy, as well as the conditions, principles and the necessities for SMEs, and had learning, reference and theoretical values to SMEs Brand Marketing. Secondly, the topics are innovative. In today's brand marketing era, SMEs brand marketing related to the survival and development of SMEs. However, the necessities for SMEs brand marketing strategy and specific implementation has not been got sufficient attention, so SMEs brand in this paper has a very important practical significance. According to the analysis of this paper, the establishment and development of SMEs brand needed to proceed from the following aspects: First, realize that the real core for enterprises long-term future existence and development is "brand". Brand strategy is the strategic corporate strategy, the implementation of brand strategy is the needs of the market development particularly market competition. Second, the most important issue of Brand Marketing is brand positioning, which decides everything. An enterprise must have a clear brand positioning so that they can create a strong brand. Third, only a clear positioning can establish marketing promotion, and all communication activities will have standards. Brand promotion is an important means to raise brand awareness, and to improve brand influence and product sales. Fourth, in the process of brand strategy implementation, in order to maximize long-term benefits of brand, brand maintenance is important and essential, which needs sufficient attention of high-level management. Enterprises must give priority to maintenance in the crisis management. Fifth, China SMEs must know their own advantages and disadvantages as well as the characteristics of the development of the industry in the branding process. Under the premise, analyze their own situations and then make forward-looking and systemic integration of brand positioning, brand communication and brand maintenance, and then they can realize brand creation and enterprise development, and have more conducive to the development and growth of enterprises. This paper just introduced the strategy content and practical significance of SMEs. The implementation of China's SMEs brand marketing strategy changed with the development of society and market changes. SMEs should follow the customer requirement and market demand in order to establish diversified brand development ways in line with its own characteristics. Key Words：SMEs Brand Positioning Brand Promotion Brand Maintenance
查看全文：	预览  下载(下载需要进行登录)