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论文编号：	7470
作者编号：	2120122690
上传时间：	2015/6/10 12:43:00
中文题目：	F公司品牌策略研究
英文题目：	Brand Tactics Research of F Company
指导老师：	牛建波
中文关键字：	工业自动化；B2B品牌管理；品牌价值链；整合营销传播
英文关键字：	Industrial automation；B2B brand management；Brand value chain；Integrated marketing communications
中文摘要：	论文分析了我国工业自动化企业的行业情况和品牌发展现状，结合F公司的发展历程和发展情况，探讨F公司的品牌战略选择，并从品牌价值链的角度提出F公司的具体品牌实施策略，其期达成提升F公司品牌资产，为F公司品牌化服务的目的。 国内经济在近几十年尤其是加入WTO后经历了非常快速的增长，工业自动化行业也得到高速发展，国外工业自动化品牌厂商纷纷进入国内，或成立合资企业，或设立办事处，或投资建厂，并迅速占领国内工业市场。目前国内工业自动化行业内的主要市场仍被国外强势品牌所垄断，国内工业自动化企业处于整个行业的中低端，产品质量参差不齐，技术水平尤其是传感器及电子技术仍然落后于国外同行业厂商，基本不能形成强有力的产品品牌；营销及传播手段没有系统性，很多企业仍然依靠“灰色营销”来开拓市场，没有品牌管理和品牌塑造的观念，无法在工业客户的心智中形成烙印，形成有影响力的公司品牌。 作为工业自动化分析仪表领域处于领先地位的F公司，发展经历了初创期、成长期和IPO上市后的发展期，公司通过并购整合手段，不断补充和扩充产品线，公司得到高速发展，营业收入每年均有大幅增长，但同时也面临利润率逐年下降、年度应收款居高不下、股票价值长期得不到提升的瓶颈，其在品牌化方面仍然处于起步阶段，其品牌资产急需得到提升。 论文主要从四个部分来对F公司的品牌策略进行研究，第一部分分析F公司所处内外部环境进行分析，从中总结出F公司的竞争优势和劣势、在行业中的机会和威胁；第二部分分析F公司的品牌现状，在品牌化过程中存在的问题，对F公司进行SWOT品牌矩阵分析，对F公司的品牌化方向提供总体路径；第三部分对F公司的品牌战略规划提出思考，并从品牌价值链的角度提出F公司具体的品牌实施策略；第四部分根据F公司的实际情况，提出F公司在品牌策略执行过程中遇到的阻力及需要公司各个部门和管理层给予的支持，从而提出保障措施。 论文将波特的价值链理论应用于工业自动化行业，将品牌价值引入整体营销系统，结合F公司目前品牌发展的实际情况，提出基于F公司品牌化的具体实施策略，并从工业品品牌营销新“4P”的独特视角来探讨工业自动化企业的品牌营销之路。通过F公司在组织结构、品牌定位、品牌研发和设计、生产制造管理、品牌服务、品牌营销和品牌文化等相关策略的实施和研究以及在实施过程的所面临的阻力和提供保障措施，为当前国内工业自动化企业在品牌战略选择和品牌策略实施提供一定参考。
英文摘要：	The thesis examined the industry and brand development status of China's industrial automation enterprises. Based on F Company’s development history and status, F Company’s brand strategy selection was discussed and a specific brand strategy was proposed for the company from the brand value chain’s perspective, aimed to raise its brand equity and serve its branding. As China has experienced a rapid economic growth in recent decades especially after joining the WTO, the industry of industrial automation also has enjoyed high-speed development. Foreign industrial automation brands have entered the country by setting up joint ventures, offices or plants, and then swiftly occupied domestic industrial market. At present, the major domestic market of industrial automation is still dominated by the strong foreign brands. Domestic enterprises in the industry’s low and middle end, are of uneven product quality and backward sensor technology. As a result, strong product brands cannot be developed. Without systematic marketing and communications, many enterprises still rely on “gray marketing” to expand. Without brand management and branding, no impression will be left on the industrial user’s mind. As the leader in industrial automation’s analytical instrument field, F Company has experienced three stages, including start-up, growing and development after IPO. Thanks to its efforts in merging and acquisition, with a rich product portfolio, the company has been developing rapidly, seeing significant growth in its annual revenues. At the same time, bottlenecks emerges, such as declining margins, high annual account receivable and long-term flat stock value. The company is still in its infancy in terms of branding, and its brand equity need to be raised urgently. The thesis encompasses four parts, studying F Company’s brand strategy. In part one, the internal and external environment of F Company was analyzed, leading to the conclusion of its competitive strengths and weaknesses, and also its opportunities and threats in the industry. In part two, F Company’s brand status and the existing problems in branding was analyzed; a brand matrix SWOT analysis was carried out for the company; an overall path for the branding direction was proposed. In part three, reflections on F Company’s brand strategy planning was presented and a specific brand strategy from brand value chain’s perspective was proposed. In part four, based on the actual situation, the restriction met during the execution of the brand strategy in F Company and support from each department and management were pointed out. Finally, safeguard measures are put forward. In this thesis, Porter’s value chain theory was adopted into the industry of industrial automation and brand value was introduced into the overall marketing system. Combined with F Company’s actual brand development, the specific branding strategy was put forward for the company. Industrial automation enterprises’ branding path from a unique perspective of the industrial product marketing’s new “4p” theory was also discussed. The research and implementation of the relevant strategy in F Company’s organizational structure, brand positioning, brand R&D and design, production management, brand services, brand marketing, brand culture was also mentioned. Then the restriction met during the implementation and safeguard measure needed were discussed. All in all, the paper is aimed at providing some reference on the brand strategy and implementation for domestic industrial automation enterprises.
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