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论文编号：	5660
作者编号：	2220110907
上传时间：	2013/11/28 16:56:11
中文题目：	民营企业品牌建设研究 --以鑫苑品牌发展为例
英文题目：	Study on Private Enterprise Brand Building --Taking Xinyuan as an Example
指导老师：	袁庆宏
中文关键字：	民营企业品牌;品牌定位;品牌建设;客户服务中心;鑫苑公司
英文关键字：	Private enterprise brand;Brand positioning;Brand Construction;Customer service center;Xinyuan Company
中文摘要：	随着社会主义市场经济新体制的创立与快步成长，以民营企业为主体的非公有制经济(民营经济)从弱小到壮大，其地位和作用逐渐提高。有赖于改革开放这股春风，民营企业如雨后春笋拔地而起。在市场经济大环境下，限制民营企业发展相关因素由传统的国家政策、观念落后、资金短缺转变为战略目标、企业制度、市场开发、品牌等众多因素的归集决定。而在这些因素里，品牌无疑是最无形最核心的竞争力。因此，构建强有力的品牌成为民营企业获得竞争优势和核心竞争力的关键因素。本研究从分析品牌的内涵及当前我国民营企业品牌发展的现状入手，探讨品牌对于民营企业发展的必要性和重要意义。 根据品牌战略实施中的制约因素与误区，本研究提出了民营企业品牌建设的实施策略：建立客户服务体系、准确的品牌定位、建立企业品牌识别系统、制定品牌策略、强化品牌意识，持续品牌管理、整合传播，保持品牌形象的一致性。1、建立客户服务体系；2、准确的品牌定位。品牌定位决定了品牌提供什么样的产品或服务、情感利益以及核心价值诉求，从而创造优异的、差异化的、超出客户期望的价值和利益；3、建立企业品牌识别系统；4、制定品牌策略。品牌策略主要有三种选择，单一品牌策略、母子品牌策略、主副品牌策略，各个品牌策略都有优缺点，企业根据当前及未来发展实际进行确定选择；5、强化品牌意识，持续品牌管理。品牌的建设绝非一朝一夕能完成的，它要求执行者保持较强的品牌意识，并建立专门的机构，形成完善的制度进行持续的品牌管理；6、整合传播，保持品牌形象的一致性。在阐释完品牌构建战略后，根据民营企业中国房地产行业前50强企业—鑫苑公司的概况、品牌构建历程进行了实例分析，根据鑫苑企业的实际结合品牌构建模型对民营企业的品牌建设提出了自己的建议。
英文摘要：	The non-State Own Enterprise (SOE), particularly private enterprises are playing more important role in the socialist market economy. Under this market economy system, the factors restricting the development of the private enterprise have been changing from state policy, out-dated concepts, lack of funds to strategic objectives, enterprise policy, market development, and brand, etc. And brand is no doubt the core for competition among all these factors, so building a prestigious brand is more and more important for private enterprise to gain strength for competition. This study discusses the necessity and meaning of brand to private enterprises development by analyzing brand content and the current situation of brand development in private enterprise. This study proposes the strategies for private enterprise brand building based on analysis of restriction factors and the misunderstanding in brand building. These strategies include: establishing customer service system, accurate brand positioning, establishing enterprise brand identification system, brand strategy planning, strengthening brand awareness, sustainable brand management, consistent communication and maintaining brand image. 1. Establishing customer service system; 2. Accurate brand positioning; Brand positioning decides what kinds of products or services, emotional benefits and core value the company can provide, further creating better and different values beyond the customer expects; 3. Establishing enterprise brand identification system; 4.Brand strategy planning; There are three kinds of brand strategies: single brand strategy, parent and subsidiary brand strategy, main and sub-brand strategy. As each strategy has its own strength and weakness, the company shall make decision based on current situation and development in the future; 5. Strengthening brand awareness and sustainable brand management; Brand building is a long term strategy. Strong brand awareness, a special organization and complete system should be established for sustainable brand management; 6. Consistent communication and maintaining brand image; After interpreting the brand building strategy, I take Xinyuan (China) Real Estate Limited, one of Top 50 China Real Estate Private Company as study case, propose my understanding on how to build private enterprise brand based on Xinyuan practice and brand building model.
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