基于核心价值理论的中小企业品牌创建策略研究

【作者】 刘胜；

【导师】 柴俊武；

【作者基本信息】 电子科技大学 ， 工商管理， 2008， 硕士

【摘要】 不论是发达国家还是像中国这样的发展中国家,中小企业都在企业的总数量上占了绝对的优势,对于中小企业的关注也就成为一个热点。同时,随着市场竞争日趋激烈,产品的高度同质化,品牌也渐渐成为企业越来越重要的竞争手段。中小企业如何面对自身的种种限制来进行品牌创建,就成为中小企业迫切要解决的问题。我们有必要基于中小企业的固有特性,找到适合于中小企业创建强势品牌的可行的策略。本研究的目的为发展出以核心价值理论为基础的品牌创建策略,进而尝试发展出一简洁的品牌建立程序,以供中小企业在进行品牌创建时参考。在经过本研究分析后,发展出以下的品牌建立程序:(1)阶段一为品牌核心价值的建立,此阶段分为三个步骤,步骤1为企业的价值基础(使命和愿景)、步骤2为产业核心价值、步骤3为消费者的品牌知识;(2)阶段二为品牌核心价值的选取;(3)阶段三为发展品牌策略;(4)阶段四为发展品牌营销活动。中小企业能够依据这个品牌建立程序,发展出最适合自身的品牌策略来开展一系列的品牌营销活动,创建一个成功的品牌。更多还原

【Abstract】 Both developed and a developing country like China, small and medium enterprises in the total number of enterprises, accounting for the absolute superiority, the SMES will become a hot spot of concern. At the same time, as the market competition is increasingly fierce, the high degree of homogeneity of the product, a brand also has become more and more companies increasingly important means of competition. SMES face of the various restrictions on their own to create a good brand, SMES have become an urgent problem to be solved. We have the necessary based on the intrinsic characteristics of small and medium enterprises, to find suitable for the small and medium enterprises to create a strong brand option.The purpose of this study is to develop core values based on the theory of brand building strategy, which attempts to develop a concise brand establish procedures for small and medium enterprises in brand building reference.After this research and analysis, develop procedures for the establishment of the following brands: (1) stage a brand core values of the establishment of this stage is divided into three steps, steps, the value of an enterprise basis (Mission and Vision),the steps 2 industrial core values, Step 3 for consumer brand knowledge. (2) Second stage for the selection of brand core values, (3) Third stage for the development of brand strategy, (4) Phase IV activities for the development of brand marketing. SMES to establish procedures based on the brand and develop the most suitable to its own-brand strategy in a series of brand marketing campaign to build a successful brand.更多还原