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论文编号：	7749
作者编号：	2120132736
上传时间：	2015/12/4 14:42:36
中文题目：	中国天津外轮代理有限公司品牌管理策略研究
英文题目：	The Research on Brand Management Strategy of China Ocean Shipping Agency, Tianjin
指导老师：	韩德昌
中文关键字：	品牌管理；品牌定位；品牌传播；品牌延伸
英文关键字：	brand management, brand positioning, brand communication, brand extension
中文摘要：	随着世界经济的飞速发展，各国企业间的竞争愈演愈烈，昔日企业实力与产品质量的角逐已逐渐演变成品牌的较量。因为优秀的品牌代表了产品过硬的质量、企业的信誉和美誉度，还蕴涵着品牌背后的文化内涵和企业理念，品牌不再是简单的商标图形，它已经晋级为企业及产品的生动代言。消费者追求差异化、个性化的需求，同时影响着企业对品牌的塑造与管理。品牌除了可以满足消费者基本的功能性需要，还可以满足其象征性需要，满足人们心灵内部产生的自尊、角色地位、个人归属感等带有社会意义的现实表象需要。本文主要采用了文献分析的方法，运用图书馆检索、期刊检索，系统的查阅了国内外关于品牌、品牌管理、品牌战略管理的文献资料。在了解了相关理论的发展过程和最新动态后，结合中国天津外轮代理有限公司的实际情况，从品牌管理方面入手，以品牌定位、品牌传播、品牌延伸为切入点，旨在研究品牌管理对企业发展的重要作用，通过分析目前企业品牌管理中存在的问题，寻找导致产生该现象的根本原因。以解决问题为出发点，设计出一套切实可行的品牌管理策略，力求提升企业自身的品牌竞争力。品牌可以帮助企业存储商誉、形象，是企业塑造形象、知名度和美誉度的基石。在产品同质化的今天，品牌为企业和产品赋予文化、个性等许多特殊的意义。品牌已转变成为企业的一种无形资产，其包含的价值、个性、品质等特征都能给产品带来重要的附加价值。主要表现为即使是同样的产品，贴上不同的品牌标识，也会产生悬殊的价格。最重要的一点，品牌可以规范企业的运作，因为品牌建设非常强调给外界树立统一、规范的品牌形象，而为达到该要求，企业必须开展一系列的标准化工作，从而实现规范企业运作，提升企业管理水平的目标。图6幅，表10个，参考文献30篇。关键词：品牌管理；品牌定位；品牌传播；品牌延伸
英文摘要：	With the development of global economy, the competition between different enterprises has intensified, the key point has changed to brand from enterprise strength and product quality. Because an outstanding brand represents the high quality of product and the good reputation of enterprise, it also contains the culture and idea of enterprise. Brand is no longer a simple logo, but a vivid speaker for the enterprise and product. The need of difference and individuation from consumer has influenced the building and management of brand. Except the basic functionality, brand can meet the symbolic need of consumer, such as self-respect, social position and a sense of identity. This article uses document analysis to research books and journals, meanwhile references the documents of brand, brand management and strategic management of brand. After learning the developing process and latest news of relevance theories, the article researches the brand management of China Ocean Shipping Agency, Tianjin. And then, the importance of brand management is proved from brand positioning, brand communication and brand extension. Looking for the reasons of the problems in brand management of this enterprise, then designs a practical strategy in order to raise the competitive force of brand. Brand is the foundation of the enterprise on image-building, popularity and good reputation. Today, the different products have become much more similar, but brand gives special significance to the enterprise and product. Brand has changed to a kind of intangible asset including value, personality and high-quality which can bring added value to the product. For example, the same product with different logo will have wide gap in price. To the most important, brand can regulate the management of enterprise. For a unified image, the enterprise needs to promote a standardized system aim to upgrade the level of management. This article includes six pictures, ten tables and thirty references. Key words: brand management, brand positioning, brand communication, brand extension
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