【作者】 刘鹏；

【导师】 张启人； 张成科；

【作者基本信息】 广东工业大学 ， 企业管理， 2005， 硕士

【摘要】 在经济全球化背景下,发达国家的成熟品牌纷纷进驻中国,国际资本、商品、服务跨越国界,在全球范围内寻找最佳市场;在我国加入WTO之后,更多的国外经营组织、产品纷沓而至;国际品牌在区域市场、国内市场、国际市场三重市场空间狙击国内企业和产品,而目前国内的民族品牌、各类经营组织暂处于被动的地位。WTO后的国内经营组织,还不能在国际正面市场与国际竞争者对垒,对于中国的企业而言,它们要打一场漫长的遭遇战,而它的主战场设在了自己的家门口。因此,在国际竞争国内化、国内竞争国际化的市场背景下,致力于企业核心竞争力与品牌管理的研究,帮助我国企业提高综合素质,增强核心竞争力,培育强势品牌,走向国际市场具有极为重要的现实意义。 本文首先对企业核心竞争力、品牌竞争力、品牌管理的基本知识作了介绍,以及对企业核心竞争力与企业竞争力的关系作了分析;接着着重分析了品牌竞争力与核心竞争力的关系,指出品牌竞争力是企业核心竞争力的外在表现;最后重点论述了如何推行科学化的品牌管理,巩固与维护企业核心竞争力,并最终建立了基于企业核心竞争力的品牌管理模型。 本文主要结论有:结合当前我国企业所面临的挑战与机遇,提出了培育核心竞争力是中国企业快速成长的关键;推行企业创新,则是企业培育核心竞争力的必然选择;通过对品牌竞争力与核心竞争力的关系的分析,指出了品牌竞争力是企业核心竞争力的外在表现;推行科学化品牌管理,则是巩固、维护企业核心竞争力的不二法门。 本文的创新表现在:第一,通过对当前我国企业所面临的挑战与机遇的分析,提出了推行企业创新,是企业培育核心竞争力的必然选择,并建立了企业核心竞争力的生成模型;第二,通过对品牌竞争力与核心竞争力的关系的分析,指出了品牌竞争力是企业核心竞争力的外在表现;第三,进行企业核心竞争力与品牌管理的结合研究,指出推行科学化品牌管理,是企业巩固、维护核心竞争力不可或缺的基本修炼与手段,并最终建立了基于企业核心竞争力的品牌管理模型。更多还原

【Abstract】 With development of the economy globalization, the strong brands from the developed countries craw quickly into Chinese market and they compete against Chinese product in the area, domestic, international market. However, the most domestic organization can’t compete against the international competitor face to face. Therefore, the research on the core competence of the corporation and brand management is of great importance for Chinese enterprise to improve their own competence and to go abroad the international market.At first, some basic knowledge about the core competence of the corporation, the brand competence and brand management is introduced in the paper. Afterwards, the relation between the core competence and brand competence is progressively analyzed. Finally, it is expounded that strengthening of the core competence of the corporation is achieved by the prominent brand management. At the same time, the model on brand management based on the core competence of the corporation is founded.Some main conclusions in the paper are as follows:(1) The achieving of the core competence of the corporation is a key for Chinese enterprise to grow quickly. (2) The company innovation is a necessity for the achieving of the core competence of the corporation. (3) Brand competence is the outward expression of the core competence of the corporation. (4) Enact of prominent brand management is an indispensable choice for enterprise to boost up their core competence.Some main innovation research in the paper is as follows:(1) The model on the achieving of the company core competence is founded. (2) It is indicated that brand competence is the outward expression of the company core competence by the analysis of the relation between the core competence of the corporation and the brand competence. (3) Enact of prominent brand management is indispensable for enterprise to boost up their company core competence. And The model on brand management based on the core competence of the corporation is founded.更多还原