【作者】 王岩；

【导师】 时建人；

【作者基本信息】 大连海事大学 ， 工商管理（专业学位）， 2014， 硕士

【摘要】 当人类迈进二十一世纪的大门,市场经济格局发生了翻天覆地的变化。过去以资源型产品为主导的传统经营模式下的企业已经无法适应现代市场变化,品牌成为赢得市场资源的重要武器。未来的市场竞争必将是品牌的竞争与品牌价值的较量。由中国制造向中国品牌转型的时代已经到来。作为农业现代化大国,过去我国民营经济中依靠资源获得市场的企业不在少数,它们在传统经营模式下依靠自身的资源优势、生产能力、技术水平统领着市场几年甚至十几年。而随着改革开放的脚步越来越快,市场开放的大门完全敞开,现代化的管理理念以及新思潮的迅速涌入,过去依靠传统模式经营的企业,它们的资源很快被复制,市场被分割,过去一统天下的局面即将被颠覆。加强企业品牌建设和品牌意识、树立和维护企业的品牌形象势在必行。本文通过对大连棒棰岛海产企业集团的研究,针对海参市场近年来的变化和发展形势,围绕企业品牌建设中存在的问题,运用理论知识和实际相结合的方法,结合品牌定位、品牌形象、品牌营销及品牌传播等问题进行分析研究,从产品体系、服务体系、营销网络体系以及品牌传播方面进行论证,剖析和解读海参企业在品牌建设方面面临的优势与劣势、机遇与风险,以及面对的挑战和解决方法,为企业品牌建设发展提供有效的策略依据。更多还原

【Abstract】 When humans enter into the21st century, enormous changes occurred in the pattern of the market economy. Enterprise resource-based products in the past led the traditional business model under the modern market has been unable to adapt to change, the brand has become an important weapon to win the market resources. Future market competition is bound to be a competitive brand and brand value of the contest. Era manufactured in China to the Chinese brand transformation has come.As a large agricultural modernization, China’s private economy in the past to gain market enterprises rely on few resources, they rely on their own resources in the traditional business model, production capacity, technical level commanding the market a few years or even ten years. With the increasingly rapid pace of reform and opening up, opening the door fully open market, modern management concepts and the rapid influx of new ideas in the past to rely on the traditional model of business enterprises, their resources will soon be copied, the market is divided past domination is about to be overturned. Strengthen corporate brand building and brand awareness, establish and maintain corporate brand image is imperative.Based on the Dalian Bangchuidao seacucumber conglomerate studies for changes and developments in the sea cucumber market in recent years, around the problems of products’brand building, using a combination of theoretical knowledge and practical approach, combined with brand positioning, to analysis the brand image, brand marketing and brand communication problems and so on, to demonstrate from the product system, service system and marketing network and brand promotion, which made cross-border cucumber enhance brand strategy, the future development of enterprises to provide a favorable reference.更多还原