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论文编号：	2978
作者编号：	2220090952
上传时间：	2011/3/29 10:04:31
中文题目：	青岛鑫三利冷箱技术有限公司品牌战略研究
英文题目：	Research on Brand Strategy of Qingdao Xin Sanly Reefer-container Technical Co.
指导老师：	韩德昌
中文关键字：	关键词：品牌战略、品牌管理、品牌价值创新
英文关键字：	Key Words：brand strategy, brand management, brand value innovation
中文摘要：	摘要 随着全球经济一体化的不断加深和中国加入世贸，越来越多的跨国公司以品牌为纽带加入到我国市场的竞争当中，构建全球性的生产和销售体系。要想在日益激烈的国际竞争中谋得一席之地进而发展壮大自己，品牌战略是中国企业必备的经营战略之一。 青岛鑫三利公司作为国内冷藏物流业领军的高科技企业，同样也越来越感受到来自国外具有品牌优势的跨国公司和国内采用不正当价格竞争同行的竞争压力。要想保持鑫三利的增长势头，巩固行业地位，形成可持续发展，做大做强，品牌战略是必不可少的。 论文针对鑫三利在冷藏集装箱技术服务业的快速发展中存在的问题，运用品牌战略的理论和知识进行深入、系统的剖析，提出解决问题的对策，积极探讨未来企业发展的创新方向，为鑫三利持续提升核心竞争力及保持行业的优势地位提供重要的理论依据和指导方向，在鑫三利的管理、企业战略、市场把握上都具有很强的实际操作性。 第一章相关理论的研究背景和意义，阐述了研究课题对包括鑫三利在内的国内中小企业发展的重要意义。第二章论述品牌战略的概述，系统地论述了品牌的含义、内容、功能、流程管理，为本研究提供了理论基础。第三章论述了鑫三利公司品牌战略的环境分析。第四章论述了鑫三利公司的品牌战略管理，包括品牌创建、传播、维护。其中需求经济下的品牌管理对鑫三利提出了更高的要求，要更加适应市场和客户需求。是公司的核心价值观的高度体现。第五章论述了鑫三利的品牌创新战略。在创新点上突出了价值创新、文化内涵重新塑造。同时对品牌网络化、品牌延展战略和品牌国际化进行了分析研究和尝试性创新。
英文摘要：	Abstract With the broadening of the globalization of world economy and China entering WTO, more and more multi-national companies join the competition of the Chinese market and build their production and sales systems by means of brand strategy. Over more than thirty years reform and opening, To gain a position and hence develop ourselves and make us strong in the more and more intensive international competition, brand strategy is one of the indispensible operation strategies for domestic companies. As the leading high-tech company in the domestic refrigeration-logistic industry, Qingdao XinSanly has been feeling the pressure from those multi-national companies having brand advantages and those domestic companies using improper low-price competition. To maintain XinSanly’s momentum of development, strengthen its position in the industry, realize sustainable development, and grow strong and powerful, brand strategy is indispensible. This dissertation applies the theory and knowledge of brand strategy to the systematical investigation of the problems that exist in the rapid development of XinSanly and proposes solutions to the problems. The first chapter introduces the background and meaning this research. The second chapter describes the concept and related theories of brand strategy including brand strategy’s concept, content, function and process management. Chapter three analyzes the environment of XinSanly’s brand strategy. Chapter 4 discusses the management of XinSanly’s brand strategy including brand building, spreading and maintenance. Chapter 5 introduces XinSanly’s brand innovation strategy stressing value innovation and culture reformation, and discusses the networking, extension and internationalization of XinSanly’s brand strategy.
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