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论文编号：	1896
作者编号：	031774
上传时间：	2010/5/10 10:27:06
中文题目：	文化变迁对企业品牌管理的影响
英文题目：	Brand　Brand management　Culture　Evolution of culture
指导老师：	白长虹
中文关键字：	品牌　品牌管理　文化　文化变迁
英文关键字：	Brand　Brand management　Culture　Evolution of culture
中文摘要：	随着中国改革开放，中国市场逐渐由卖方市场变成买方市场，消费者不再仅仅关注产品功能，开始关注品牌以及品牌中的文化特征。 经济发展的同时，中国文化也在发生着变迁，受文化影响的消费者的生活方式、价值观、审美观等方面也发生了变化。这使得他们对品牌原有的物质性要素的评价发生变化，也使得他们对品牌中的文化特征的期望发生变化。企业在实施品牌管理时，必须采取措施应对消费者这两方面的变化。 第一章主要介绍了选题意义、研究方法、研究思路和研究框架。 第二章回顾了品牌、品牌管理、文化、文化变迁的相关理论。 第三章主要研究了品牌与文化的关联。提出了品牌的文化特征与消费者文化期望匹配模型，并讨论了如何依据文化实施品牌管理。 第四章主要研究了文化变迁下的品牌管理。企业须建立文化变迁监测机制，并且采取恰当的品牌管理应对措施。应对措施包括品牌维持、品牌适应和品牌修复。 第五章以肯德基的成功案例分析了如何依据文化变迁实施品牌管理。 本文主要结论是，文化变迁影响下，消费者对原有品牌的态度会发生变化，并且会对品牌产生新的文化期望，企业要想使得品牌能够长久得到消费者的喜爱，必须监测文化变迁，根据文化变迁的程度和消费者的不同态度，对品牌采取相应的管理。
英文摘要：	As the development of the economy of China, the Chinese market has been changed into buyer-market from supplier-market. The consumers don’t merely care the quality of products anymore. They start to be concerned about the brand and the cultural characteristic in the brand. The culture of China is changing together with the development of the economy. The life styles, views of value, views of taste of the consumers are changing under the influence of the culture. This will make their opinion to the former physical factors of the brand and their expectation towards the cultural characteristic of the brand change. So, the firm should take some measurements to respond the change to implement brand-management. This thesis mainly introduced the meaning of the topic, the researching means, the researching idea and the researching frame and in chapter one. The relative theories about the brand, the brand-management, the culture and the evolution of culture, are reviewed in the chapter two. In the chapter three, after having studied the relationship between the brand and the culture, this thesis put forward the model of ‘the cultural characteristic of brand and consumer’s expecting-culture matching’ and discussed the step of actualization of this model. In the chapter four, this thesis studied the brand management under the evolution of culture. The firm should set up the mechanism of supervising the evolution of culture. The firm should take some measurement of brand management to deal with the evolution of culture, including ‘brand maintaining tactic’, ‘brand adapting tactic’ and ‘brand repairing tactic’. In the chapter five this thesis showed how the firm to manage the brand according to the evolution of culture by the case of the KFC succeeding in the China market. The main viewpoint of this thesis is as follows. Under the influence of the evolution of the culture, the attitudes of the consumers towards the brand will change, and the consumers will have new expectation to the culture characteristic of the brand. To keep its brand loved by the consumers for long, the firm should supervise the evolution of culture and take the responding tactics to manage the brand according to the degree of the evolution of culture and the dissimilar attitudes the consumers hold.
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