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论文编号：	2741
作者编号：	2120082319
上传时间：	2010/11/26 23:48:44
中文题目：	LNS企业中国市场品牌战略及其实施研究
英文题目：	The Research on the Brand Strategy and Its Implementation of LNS Enterprise in China
指导老师：	李桂华
中文关键字：	品牌战略;自动棒材送料机;价值链;捆绑式销售
英文关键字：	Brand Strategy;Automatic Bar Feeder;Value Chain;Bundled Sales
中文摘要：	进入二十一世纪，我国经济与世界经济完全接轨，企业面临的竞争环境更加严酷，品牌战略已被推举到显赫的位置上。如何理清思路，勾勒企业发展战略成为管理者思考的问题。市场经济已走过二十多个年头，我国市场的总体形式已由原来的卖方市场转变为买方市场，厂商间的竞争空前激烈，信息技术的发展使得信息的不对称性大大减弱，客户的采购经验变得丰富起来。长期的关系营销的策略需要做出改变，市场逐步规范，工业品竞争向着品牌化方向转变。构建品牌战略正式进入管理者的眼帘，强势品牌可以带来诸多益处，同时获取竞争优势，真正地能使企业做到基业长青。 因此，如何利用各种管理工具打造强势工业品牌已成为B2B行业人士和学术界共同关注的课题。 本文以LNS企业为例，对工业品品牌战略的构建进行了探讨和研究。文中根据LNS企业产品的特点对品牌实施的环境、必要性及实施内容等进行深入的理论性和操作性分析，以达到解决问题的目的。全文第一章即绪论部分对研究问题的背景及文章的论证结构及写作方法进行了说明；第二章对品牌战略相关理论进行了回顾，并对全文的思路做一个引导；第三章分别对企业的外部环境和内部结构进行分析；接下来一章为品牌战略规划部分，实际阐述LNS企业品牌现状及战略构成；第五章是战略的实施及评价部分；最后一部分对全文进行回顾和总结，并对工业品品牌战略的建设方面提供了本人中肯的意见。
英文摘要：	In the twenty-first century, China's economy has completely integrated with the world economy, enterprises are facing more severe competition, the brand strategy has been pushed to a prominent position. How to clarify ideas and outline development strategies for enterprises has become an issue for managers to ponder. With market economy having developed more than twenty years, the overall form of China’s market has changed from the original sellers’ market into buyers’, competition among manufacturers is unprecedentedly fierce, the asymmetry of information has been reduced greatly with the development of information technology, customers’ purchasing experience is enriched. The long-term relationship marketing strategy needs to make a change. The market is gradually standardized and industrial competition converts to the branding. Building brand strategy has officially entered the managers’ eyes. A strong brand can bring about many benefits, gaining competitive advantage at the same time, which makes enterprises everlasting. Therefore, how to use various management tools to build a strong brand has become the common concern to B2B industry professionals and academic field. This thesis conducts exploration and research of the industrial brand strategy, which takes LNS enterprises as examples. In this thesis, the environment, necessity and contents of implementation of brand is analyzed theoretically and operationally, according to the characteristics of LNS products, which is to achieve the purpose of solving the problem. The first chapter, namely the introduction, describes the background of the issue researched and the argument structure of the thesis as well as the writing techniques; the second chapter reviews the relevant theories of the brand strategy and guides the ideas in the thesis; the third chapter analyzes the external environment and internal structure of enterprises; the next chapter comprises the planning of the brand strategy, the actual situation of brand and strategy construction; the fifth chapter is the implementation and evaluation of the strategy; the last part is the review and summary of the thesis, and also puts forward the pertinent opinions of the author.
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