【作者】 陈建华；

【导师】 白玉；

【作者基本信息】 武汉理工大学 ， 企业管理， 2003， 硕士

【摘要】 美国营销学者劳瑞·莱特(Larry Light)在对营销趋势进行预测时指出：“未来的营销是品牌的竞争——品牌互争长短的竞争。拥有市场比拥有工厂重要得多，而拥有市场的唯一途径是拥有具有市场优势的品牌。” 随着知识经济的到来，以及全球经济一体化的形成，市场营运的主体已经由“企业”让位于“品牌”!“品牌”已成为企业在市场上最稳定的营运要素和经营核心。一些市场经济发达国家的企业，在经历了产品、价格、技术、资金、质量、服务竞争后，已进入到品牌竞争的新时期。20多年市场经济和改革开放的征程也把我国的企业推入了一个品牌竞争的国际大浪潮中。同时，中国成功入世，意味着我国各行各业及其产品将面临更多洋品牌的强档冲击。但是，国内对品牌的理解和在品牌经营方面的研究明显落后于国外，我国许多企业在品牌战略制定与实施过程中，也还存在太多的误区，如品牌定位不明确；品牌形象苍白无个性；品牌经营模式和品牌管理混乱；品牌战略与其它相关战略严重脱节；严重缺乏品牌经营战略的合理性和有效性，等等。因此，只有认清现代市场竞争态势，转变经营观念，树立现代品牌经营理念，用“品牌”来整合企业的各种资源要素，才能创立品牌优势，增强企业竞争力! 本课题以此为切入点，综合运用经济学、管理学、社会学、系统论、信息论、控制论利模糊数学等科学理论知识，广泛采用理论规范与实践分析相结合、横向(我国和西方)研究和纵向(历史和现实)比较相结合、定性分析与定量分析相结合的分析方法，从品牌内涵的理解入手，创新性地提出了极具现代经营意识的品牌经营理念。其次，联系我国企业品牌经营的具体实际，构建了现代企业品牌经营的基本模式，并结合马应龙品牌经营战略的课题研究，提出了现代品牌经营的支撑体系，有针对性地提出了现代企业品牌经营的基本战略对策。最后，通过定性和定量的分析进一步创新性地提出了品牌经营绩效的价值构成，具体构建了品牌经营绩效评价指标体系，提出了品牌经营绩效价值评价的可操作性方法。更多还原

【Abstract】 Larry Light, an American scholar in marketing, pointed out that ’Thefuture marketing is competition of brand--brand competition in the marketoccupation rate. So it more important to hold the market than to own the factory, but the only way to hold the market is to have the competitive and preponderant brand."With the coming of knowledge economy and the integration of the global economy; brand has been becoming principal part of the market instead of the corporation and becoming the most steady operation factor and operation core of enterprises in the market. In some market economies countries, some enterprises has been come into a new period of brand competition after competition of product, price, technique, capital, quality and service, etc. More than 20 years market economy and reform & open policy also push the enterprises of our country into the international surge of brand competition. At the same time, China succeeded in entering the WTO, which means that every walk of life in our country and its products would face strong impact of many more foreign brands. But, the comprehension on the brand and the domestic research on the brand operation are obviously in arrear of abroad, there are too many mistake area for many enterprises in the process of establishing brand strategy and practice. Such as the ambiguous positioning of the brand, the cadaverous brand image, the disordered brand operation pattern and brand management, serious disjoint of the brand strategy with other related strategy, serious lack of the rationality and validity of the brand operation strategy, etc. Therefore, the domestic enterprises must change operation idea, recognize thecompetition situation, and integrate all kinds of resources through the brand so as to achieve brand competition advantage and strengthen competition ability of enterprises!From this point, this article set out from the comprehension of the brand, brought forward some modem brand operation ideas, which based on some scientific theories, such as economics, management, sociology, system approach, information theory, cybernetics and illegibility math, etc., and exerted with analysis methods of combination of theories and practice, combination of horizontal (in view of China and western nations) and vertical (from both historical and present points of view) research, combination of the qualitative analysis and quantitative analysis. Secondly, the paper put forward the support system of the brand operation relate to the domestic brand operation practice, and conceived modern essential patterns of brand operation and put forward some corresponding strategic tactics of brand operation combining the brand operation research in MaYingLong. Finally, the paper put forward constitutes of value of the brand operation at the basis of qualitative and quantitative analysis, and designed the index sign system of value evaluation of the brand operation. Moreover, brought forward operational method of value evaluation.更多还原