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论文编号：	4885
作者编号：	2120102423
上传时间：	2012/12/14 23:05:26
中文题目：	中国品牌重塑研究——动因、困局与对策
英文题目：	Chinese rebranding research – motivation, predicament and countermeasures
指导老师：	白长虹 教授
中文关键字：	品牌重塑 动因 困局 对策
英文关键字：	Rebranding Motivation Predicament Countermeasure
中文摘要：	品牌是企业在消费者心智中打上的“烙印”，这种烙印代表着一种定位，一种区隔或是一种价值承诺。当企业战略发生重大变化、面对品牌危机或者品牌老化时，产品组合、目标消费者、品牌定位、营销模式都会随之而发生重大的变化，这就要求品牌能够包容这些变化。如果品牌原有的定位与内涵无法包容这些变化时，就必须对品牌进行重塑。品牌重塑决不仅仅是更换品牌标识那么简单，品牌重塑的本质是对品牌核心价值、品牌定位和品牌个性的重塑。更换标识更换的不仅仅是标识本身，而是更换了消费者对品牌的品牌联想和品牌意识。尽管企业战略发生重大变化、面对品牌危机或者品牌老化时候，进行品牌重塑是一种必然选择，但贸然去改变原有的品牌标识或品牌定位肯定风险很大，因失败的品牌重塑而走向衰落的企业比比皆是。因此，本文以品牌重塑过程中的困局和应对策略为研究对象，通过对国内外进行过品牌重塑的和正在进行品牌重塑的案例分析，总结出品牌重塑过程出现的困局，这里面的困局主要有三方面：一是品牌重塑过程中的再定位不当，其中包括重塑过程中市场定位不明确、消费者定位不明确；二是品牌重塑过程中的核心价值模糊；三是品牌重塑过程中的传播策略不当。同时，针对困局的分析，相应的从三个方面提出了对策。包括品牌重塑过程中的合理再定位，品牌重塑过程中的要有明确核心价值和鲜明的个性特征，以及品牌重塑过程中合理的广告策略。
英文摘要：	A brand of a corporate is the “imprint” in the minds of consumers. This stigma represents a positioning, a segment or a value promised. When there is a major corporate strategic transformation or a brand crisis and brand undergo, product portfolio, target customer base, brand positioning, marketing mode will have changed profoundly, which requires direct customer-facing brands to be able to accommodate these changes. If the original brand positioning and content can not accommodate these changes, you must remodel the brand. The rebranding decision is not just to replace it with a brand identity, the nature of the rebranding is to redefine the core brand values, brand positioning and brand personality. To replace the logo is not only identifies itself, but to replace the brand of consumer brand association and brand awareness. In face of corporate strategy transition or brand crisis and brand undergo，the Rebranding is an inevitable choice, but rush to change the original brand identity or brand positioning is certainly risky. There are many cases that enterprise declined due to a failed rebranding Therefore, this predicament and coping strategies in the rebranding process for the study by rebranding and ongoing rebranding case studies at home and abroad, summed up the dilemma of the rebranding process, the predicament inside this three main aspects: First, the rebranding process of re-positioning improper, including remodeling market positioning is not clear, the product personality positioning is not clear and consumer positioning is not clear; rebranding process improper; reshape the image of the rebranding process improper communication strategy. In the same time, after the analysis of the predicament, three countermeasures are proposed, including rebranding reasonable reorientation process, clarifying the image of the rebranding process, rebranding advertising strategies to properly process.
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