【作者】 刘一鸣；

【导师】 蒋瑛；

【作者基本信息】 四川大学 ， 世界经济， 2005， 硕士

【摘要】 在全球化浪潮越来越汹涌的今天，一个又一个大型跨国公司，以强大的资金技术为后盾，以一个又一个强大的全球性品牌为先锋，快速的冲击全球市场，改变着我们每个人的生活方式。究竟是什么保证这些大型跨国公司在商品极大丰富、差异性不明显的买方市场条件下，有效地区别于竞争对手，不断保持领先的竞争优势，并以自己鲜明的个性吸引全世界的消费者，最根本的原因就是顶级跨国公司高举品牌大旗，坚定地综合实施各种品牌战略，培养出一个又一个消费者耳熟能详的品牌。面对强大的竞争对手，面对一个个世界级的品牌，中国企业该如何实施有效的品牌战略，快速建立自己的核心竞争优势并将其品牌化，是本文最主要的研究目的。本文在对跨国公司实施品牌战略进行从理论到实践的细致研究基础上，对我国企业品牌发展的现状及特点进行分析，结合项级跨国公司的成功经验，为中国企业实施品牌战略提出了相关对策建议。本文共分四个部分：前言，简要概述本文的理论和实践意义。第一章，跨国公司实施品牌战略的理论基础及必要性，首先对品牌与品牌战略的内涵进行了界定，并从企业战略的层面，揭示了品牌战略与企业战略的关系；接着从获得竞争优势的角度提出了跨国公司实施品牌战略的理论基础，并对顶级跨国公司坚定的实施品牌战略进行了必要性分析。第二章，跨国公司品牌战略的实证分析以三星电子为例，首先结合典型企业品牌发展过程，综合分析了跨国公司现阶段运用得最为成功的四大品牌发展战略即全球化品牌战略、全面品牌管理战略、品牌延伸战略和多品牌战略；接下来选取与我国企业有着众多共性的三星电子作为重点分析对象，总结提炼了三星电子的品牌战略的成功经验。第三章中国企业实施品牌战略的现状及对策，首先深入分析中国企业实施品牌战略的现状，详细阐述了中国企业实施品牌战略的发展历程及特点，指出中国企业在品牌战略的实施上存在的问题，在此基础上提出了中国企业实施品牌战略提升企业核心竞争力的对策建议，即根据企业实际情况相应的实施全面品牌管理战略，强化品牌定位、品牌质量及品牌服务；实施整合营销传播战略，扩大品牌市场力；实施品牌创新与品牌维护战略，延长品牌生命周期；实施品牌保护战略，构筑多层次的品牌保护体系及实施品牌文化战略，塑造强势品牌；最后提出中国企业实施品牌战略的相关政策支持。更多还原

【Abstract】 With stronger wave of globalization, more and more MNCs, based on their mighty fund and technology, use the global influential brands as the vanguards, quickly enter the world market and change everyone’s life style. What makes these giant MNCs win their competitors and keep their competitive advantage also attract more and more global consumer by their special characters, the most important reason is these successful MNCs raise the brand flag, firmly execute the brand strategy and finally grow out more and more brands which can greatly meet the consumers’ need. Facing these strong competitors and their global brands, how the Chinese enterprises efficiently execute the brand strategy, quickly establish their core competitive advantage and successfully make the core competitive advantage a brand is the main purpose of the paper. So this paper, based on carefully study of MNCs’ brand strategy from theory to practice, analyze the whole situation and characters of Chinese enterprises’ brand development execution, combine the successful experience of MNCs brand strategy, and finally put forward some suggestions for Chinese enterprises’ execution of brand strategy.The paper is consisted with four parts: Preface, briefly set forth the meaning in theory and practice of this paper. Part one, the theory and necessity of MNCs’ brand strategy execution, first introduce the new concept of brand and brand strategy, and reveal the relation of brand strategy and company strategy; then present the theory base of MNCs’ brand strategy by gaining the competitive advantage; finally analyze the necessity of MNCs execution of brand strategy. Part two, practice analysis of MNCs’ brand strategy use Samsung Electronic as example. First combined with typical examples, analyze the four main brand strategy used mostly by successful MNCs: globalization brand strategy, whole-process brand management strategy, single brand strategy and multi-brand strategy; then choose the Samsung Electronic which has a lot of similarities with Chinese enterprises as the main model, summarize the successful experiences of Samsung Electronic brand strategy. Part three the situation analysis and suggestion of brand strategy for Chinese enterprises. First analyze the situation of Chinese enterprises’ brand strategy execution, present the development process and characters of Chinese enterprises’ brand strategy execution, point out the problems and then sum up the suggestions for Chinese enterprises’ brand strategy that according to their distinct backgrounds execute the whole-process brand management strategy paying enough attention to brand position, brand quality and brand service; execute the joint marketing strategy to enlarge the brand market influence; execute the brand innovation and brand sustain strategy to prolong the brand life circle; execute the brand protection strategy to form a multi-level brand protection system; and execute the brand culture strategy to establish the strong Chinese based brand; finally point out some policy supports to the brand strategy of Chinese enterprises.更多还原