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论文编号：	3059
作者编号：	2120092485
上传时间：	2011/5/20 9:41:54
中文题目：	深圳创新投资公司品牌营销策略及实施研究
英文题目：	Brand marketing strategy and operation of Shenzhen capital group Co., LTD
指导老师：	杜建刚
中文关键字：	风险资本 深圳创新投资公司 品牌营销 营销策略
英文关键字：	venture capital, brand marketing, Shenzhen venture capital company, marketing strategy
中文摘要：	摘要 中国经济经过改革开放后近40年的发展，在各个方面都取得了举世瞩目的成就。随着经济的进一步发展，中国经济走到了结构调整的十字路口。如何加强中国社会的科技创新步伐成为中国经济发展的重要课题。而在科技创新极为发达的美国，其建立风险投资帮助科技创新型中小企业的发展，从而带动社会科技发展的宝贵经验给中国促进科技创新以很好的借鉴作用。自1985年，中国第一家内资风险投资公司成立以来，中国的内资风险投资公司得到了长足的进步和发展。自2009年中国的创业板开板后，中国内资的风险投资公司获得了巨大的发展机遇。行业内涌现了大量从事风险投资的公司，竞争日趋激烈。在激烈的竞争环境下，内资风险投资公司的品牌建设滞后于行业的发展。本文主要研究了内资风险投资机构品牌营销策略的解决方案。通过分析中国目前风险投资行业发展现状，对中国风险投资行业中内资风险投资公司的品牌现状、市场特点进行了总结。论文以深圳创新投资公司为例具体阐述了内资风险投资公司选择和实施品牌营销策略的方案。本文提出的品牌营销策略是在对品牌营销相关理论进行回顾的基础上，结合风险投资行业目前的现状而形成的。文章的研究思路是对中国风险投资行业发展现状、品牌现状进行分析后，结合对深圳创新投资公司品牌的SWOT分析，最后提出适当的品牌营销策略和实施品牌营销策略的保障措施。文章从品牌定位、品牌延伸、品牌管理、品牌资产四个方面阐述了深圳创新投资公司进行品牌营销策略的选择和品牌营销策略实施保障的原委，并最终确定品牌营销策略及其实施的保障措施。
英文摘要：	Abstract China's economy, after the reform and opening policy, has achieved remarkable achievement in each aspect. Along the economic developing, China's economy came to the intersections of structure adjustment. How to strengthen science &technology innovation becomes China's important issue of economic development. While the United States improved technological innovation, its venture capital supported small and medium-sized enterprises proceeding technological innovation, it promote the development of the science and technology development. This experience is valuable for China to promote scientific innovation. Since 1985, China's first domestic venture capital company was founded, Since Chinese GEM opened in 2009, Chinese domestic-funded venture capital company has achieved a great development opportunity. The venture capital industry engaged in a fierce competition. Under the fierce competition, domestic venture capital company's brand construction is behind the industry’s development. This paper mainly studies the domestic venture capital agencies brand marketing strategy. Through the analysis of the current China's venture capital industry developing situation, paper summarized domestic venture capital company brand situation and the market characteristics. Paper takes the Shenzhen capital group Co., LTD as an example to state the selection of domestic venture capital company’s branding strategy and the implementation of brand marketing strategy. This paper puts forward the brand marketing strategy on the basis of reviewing brand marketing theory and the current situation of venture capital industry. The research idea of the article is that putting forward appropriate brand marketing strategy and the measures of implementing brand marketing strategy is on the basis of the present situation of Chinese venture capital industry development and the analysis of brand situation combining the SWOT analysis of Shenzhen capital group Co., LTD. This article states Shenzhen capital group Co., LTD. choosing brand marketing strategy and the implementation of brand marketing strategy from the brand positioning, brand extension, brand management, brand equity and finally determined the brand marketing strategy and its implementation of the measures.
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