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论文编号：	3248
作者编号：	2120092331
上传时间：	2011/6/6 10:29:57
中文题目：	城市品牌和企业品牌联合模式研究
英文题目：	A Study on Pattern of Brand Joint of City Brand and Enterprise Brand
指导老师：	白长虹
中文关键字：	城市品牌;企业品牌;品牌联合
英文关键字：	City Brand;Enterprise Brand;Brand Joint
中文摘要：	我国的城市化进程自改革开放以来就从未停止过前进的步伐，有学者预测截止2050年，我国的城市化水平会达到发达国家的70%左右，才会逐渐趋于稳定。在这日新月异的城市化进程中，城市管理者也慢慢意识到在市场经济浪潮中城市营销、城市品牌打造对于城市居民、旅游者和投资者的重要性和必要性，各种城市营销的手段和方法层出不穷地出现在公众生活中。其中，城市借助企业品牌强大的号召力得到品牌价值提升的案例也成为了众多城市学习和借鉴的典范。但是，学习者们并没有通过总结归纳该种模式的适用性，往往出现对品牌联合模式依葫芦画瓢、对品牌联合成功案例囫囵吞枣的情况，也因此造成了众多城市不但没有打造出具有知名度和影响力的企业和产业集群，反而因为缺乏产业规划和监管机制使得城市环境遭到了明显的破坏，使得城市可持续发展难以为继。另一方面，企业经营者同样也在绞尽脑汁地为企业品牌的传播策略精疲力竭，尤其是缺乏资金支持、尚处于刚刚创建初期的小企业，它们常常希望借助于强大的城市品牌在短时间内获得品牌知名度的迅速提升。 城市是企业发展和生存的基础和前提，而企业是城市价值外在表现的途径，城市与企业作为经济发展的两大载体，相辅相成，缺一不可。因此，城市品牌营销和企业品牌营销也具有相互关联、联动发展的可能性。本文正是以此为出发点，以城市与企业关系作为研究背景来探索城市与企业品牌联合模式，致力于帮助城市管理者和企业经营者找到一条提升自身品牌价值、扩大自身品牌知名度和影响力的路径，达到有的放矢、事半功倍的效果。 本文分为绪论和理论回顾、模式分析和研究结论四大部分，由六个章节构成。 一是绪论和理论回顾部分，包括第一章和第二章： 第一章阐明了论文的选题背景、研究内容、研究方法和创新。 第二章分别回顾了城市品牌营销、企业产品原产地效应、品牌联合等相关理论研究，界定了本文研究的基本概念，阐明了相关理论之间的联系。 二是模式分析部分，包括第三章、第四章和第五章： 第三章是对城市品牌与企业品牌之间的关系进行分析，在此基础上按照品牌联合主导主体的不同，提出了“城市政府主导的品牌联合模式”和“企业主导的品牌联合模式”两种模式。 第四章分析了“城市政府主导的品牌联合模式”，并以青岛模式为例，进一步归纳后提出了“城市政府主导的城市与企业‘1233’品牌联合模式”，并提炼出了该种模式的特征和适用前提。 第五章分析了“企业主导的品牌联合模式”，分别以金华火腿和呼和浩特蒙牛为例，归纳出了企业主导的“直接品牌联合模式”和“间接品牌联合模式”，并创新性地提出了“城市品牌显性化”的概念。 三是研究结论部分，为文章第六章。主要阐明了本文研究的结论、意义和不足，以及未来可以进一步研究的方向。 本研究的创新之处在于提出了三种模式：“城市政府主导的城市与企业‘1233’品牌联合模式”、“企业主导的城市与企业直接品牌联合模式”和“企业主导的城市与企业间接品牌联合模式”。在一定程度上向纵向延伸了城市品牌与企业品牌联合的研究深度，在理论架构上弥补了该研究领域的空白，对城市管理者和企业经营者拓宽品牌营销路径、制定品牌营销策略具有启发和借鉴，因此本文研究具有一定的理论意义和实践意义。
英文摘要：	The process of urbanization of our country has never been stopped since reform and opening up, some scholars predict that by 2050, when the urbanization level of China reach about 70% of the developed countries, they will gradually be more stable. In the high-speed process of urbanization, urban managers also slowly realized the importance and necessity of the urban marketing and urban brands to urban residents and tourists and investors, so more of the means and methods of urban marketing appear endlessly in public life. In the process, the cases that one city by virtue of enterprise strong brand got the value promotion have also become reference models which many urbans learn.However, Learners are not summarizing the applicability of the model, the union model of brand often appears that they just imitate the successful cases but have not known the innate character, and therefore causing that many urbans not only didn't create enterprise and industrial clusters with fame and influence, on the contrary the urban environment have gotten damaged because of the lack of industrial planning and supervision mechanism ,all the situations make urban sustainable development unsustainable.On the other hand,the enterprise operator also think about enterprise brand communication strategy with racking their brains, especially for the small enterprise which is just created and lacking of financial support, they often want to get rapid promotion brand fame by virtue of strong city brand in short time. The city is the foundation and prerequisite for the enterprise development and survival, and the enterprise is the way to peform the city values externally, as economic development of two big carrier, cities and enterprises supplement each other. Therefore, city brand marketing and enterprise brand marketing also has the interrelated, linkage development possibilities. This paper is just regarding it as the starting point, urban and industrial relations as background to explore the union model between city and enterprise brand, in order to help the city managers and business operators finding a path which can raise their brand value, expand its brand awareness and influential, and then achieve targets,get the twice result with half of the effort. This paper is divided into the introduction and theory review, mode analysis and the conclusion，it concludes six chapters. Part One is the introduction and theoretical review parts, including the first chapter and the second chapter : The first chapter illustrates the background, research contents, the research methods and innovation of the paper. The second chapter respectively reviews the research about city brand marketing, origin effect of enterprise product, brand alliance,defines the basic concept of this study, expounds the connection between the related theories. Part Two is mode analysis parts, including the third chapter, the fourth chapter and the fifth chapter: The third chapter is firstly analyzing the relationship between city brand and corporate brand, on the basement puts forward “the city government leading brand joint model" and "enterprise leading brand joint model" according to the joint leading subject different brand. The fourth chapter analysis of the "city government leading brand joint model", and then as Qingdao mode for an example, proposes “the city government leading cities and enterprises'1233’brand union model”,and extracts the features and applicable premise of this pattern. The fifth chapter analysis of the "enterprise leading brand joint model", respectively as jinhua ham and Hohhot’s MengNiu for example, identifies enterprise leading "direct brand joint model" and "indirect brand joint model", and proposes the concept of "city brand of undergoing" innovatively. Part Three is the conclusion which is also the sixth chapter. This part mainly expounds the conclusion of the research, the significance and the insufficiency, and looks to the research direction in the future. This research innovation lies in putting forward three kinds of modes: "“the city government leading cities and enterprises'1233’brand union model”, "the enterprise leading city and enterprise direct brand joint model" and "enterprise leading city and enterprise indirect brand joint model”. In a certain extent the union models result in the longitudinal extension to the city brand and enterprise brand joint research depth, in the theoretical framework they make up the blank field, and also make the inspiration and reference for the city managers and business operators who can broaden the brand marketing, brand marketing strategy formulated path.
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