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论文编号：	4462
作者编号：	2120102280
上传时间：	2012/6/10 0:12:06
中文题目：	多元化集团品牌架构的优化研究
英文题目：	Study on Optimizing of the Brand Architecture of Congolmetrates
指导老师：	白长虹
中文关键字：	多元化集团;品牌架构;优化;模式
英文关键字：	Congolmetrates; Brand Architecture; Optimizing; Model
中文摘要：	随着市场竞争的加剧，当今企业尤其是规模和实力均已较强的多元化集团之间的竞争越来越成为品牌之间的竞争。并且在科学技术高度发达、信息技术快速传播的今天，单纯的技术开发、发明专利、商业模式、管理创新等手段均易遭到模仿，只有基于企业核心能力树立的强势品牌才能保证企业在激烈的竞争中拥有长期的优势。因此，当今企业纷纷将品牌视为自身最为重要的无形资产。 尽管品牌在企业的经营中具有十分重要的位置，但如何成功地管理好自身的品牌却是当今企业头疼的难题。对于多元化企业集团来说，由于其进入不同的行业领域，面临不同的细分市场，应对各种类型的竞争对手，提供多种产品，运用多种复杂的销售渠道，品牌的管理也更加复杂和困难；因而常常会出现品牌管理的目标模糊、品牌之间的关系和角色混乱等一系列品牌架构方面的问题。因此，多元化集团急需对其现有的品牌架构进行优化使其能够帮助其发展和提升强势品牌、利用现有的品牌资产、促进品牌之间的协同作用以及清晰地定义其现有产品。 本文的宗旨在于提供一种解决如何优化多元化集团品牌架构这一难题的理论工具，从而帮助多元化集团建立一个科学合理的品牌架构。本文首先将艾克与乔瑟米塞勒提出的品牌关系图谱这一分析品牌关系最具结构性的理论工具引入到多元化集团，总结出了多元化集团品牌的四个基本关系类型和九种次级关系类型，以及它们的自身特性和适应情形。在此基础上，运用系统分析法提出了从架构支点、架构逻辑、架构的品牌关系类型选择三个方面对多元化集团的品牌架构进行优化的“支点-逻辑-图谱”模式。之后，本文引入了一个典型的案例——内蒙古伊泰集团，运用本文提出的多元化集团的品牌架构优化的“支点-逻辑-图谱”模式对其品牌架构进行了优化，以对本文的理论分析做出论证。
英文摘要：	With the competition of market more fierce, the competition between corporations, especially for congolmetrates，is becoming the competition between their brands. Moreover, in a society with the science and technology highly developed, and the information technology fast spread, the means such as R&D, patented invention, business model, innovated management is very to copy, only the strong brand based on key competencies can bring the long-term competitive advantages. Thus, the corporations treasure the brand the most important intangible equity. Although brand is very important to a corporation, how to manage well this intangible equity is nerve-wracking to a corporation. For congolmetrates, because of entering many industries, dealing with different segment markets, competing with lots of opponents, supplying with a number of products and using numerous channels, the brand management is more complicated and difficult, so that there are some problems about the brand architecture such as fuzzy management objects, confused brand relationships and roles and so on. Therefore, it is urgent for congolmetrates to optimize their brand architectures to let the brand architectures to develop the strong brands，make use of the present brand equity, promote the synergy of brands, and defining the their products. The purpose of this paper is to supply a theory method to solve the difficult problem of optimizing the brand architecture of congolmetrates. Firstly, this paper introduces the brand relationship spectrum by David A. Aaker and Erich Joachimsthaler to congolmetrates, and summarizes the four kinds of basic brand relationships and nine kinds of secondary brand relationships as well as their characters and cases applied. Based these things, this paper puts forward the pivot-logic-spectrum model for optimizing the brand architecture of congolmetrates using system analysis method from analyzing the pivot and logic of the brand architecture besides choosing the type of brand relationship. After that, this paper introduces a representative example, Yitai Group, and optimizes its brand architecture using the pivot-logic-spectrum model for optimizing the brand architecture of congolmetrates to demonstrate the theory in this paper.
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