【作者】 王璐；

【导师】 薛誉华；

【作者基本信息】 苏州大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 随着中国经济市场开放程度和市场化进程的日益深化,品牌已经成为企业核心竞争力大小不可或缺的一部分。企业品牌的价值在市场竞争中日益彰显,品牌价值高的企业不但能牢牢占领市场,还可以在客户心目中建立良好的形象,为企业的可持续发展奠定基础。实施品牌战略,可以助力企业战略目标的顺利实施,提升企业品牌价值,增强企业的市场竞争力。本文以H公司为研究对象,应用基本的企业战略管理理论及品牌管理等理论和方法,对公司的品牌战略转型进行研究。首先,本文阐述了研究的相关背景、研究方法、研究意义等,对国内外的相关研究、品牌管理、品牌战略的相关理论与方法进行了梳理,为全文打下结实的理论基础;其次,结合H公司的发展历程、业务状况及整体发展战略,对H公司的品牌发展现状进行分析,发现H公司存在品牌定位模糊、品牌核心价值缺乏、品牌宣传力度不够等问题,并分析了产生这些问题的原因;然后,运用SWOT对公司实施品牌战略转型的优势、劣势、所面对的机会与威胁进行分析后,对H公司现有品牌战略进行优化调整;最后,为保证H公司的品牌发展战略有效实施,提出了相应的保障措施。从而实现品牌的有效传播及维护,以树立优秀的企业形象,推进H公司在全国的快速传播及区域拓展,提升企业的竞争能力。期望对迎合市场发展的同类高科技企业的品牌战略制定或调整提供借鉴。更多还原

【Abstract】 With the opening of Chinese economic market and the deepening of market process,brand has become an indispensable part of the enterprise’s core competitiveness.The value of enterprise brand in the market competition becomes more and more obvious.Enterprise with high brand value can not only firmly occupy the market,but also can establish a good image in the minds of customers.Brand value lays the foundation for the enterprise’s sustainable development.The implementation of brand strategy can help enterprise implement the strategic objectives smoothly,promote enterprise’s brand value,and enhance its market competitiveness as well.This paper takes H Company as the research object,and studies its brand strategic transformation,with the application of the theory and method of basic enterprise strategic management and brand management.Firstly,this paper expounds the research background,research methods,and research significance,etc.It analyzes domestic and foreign related research,the related theory and method of brand management and brand strategy,which lays a solid theoretical foundation for the full text.Secondly,combining with H Company’s development history,business conditions and overall development strategy,this paper analyzes the present situation of H Company’s brand development,and finds that H Company’s brand positioning is fuzzy,brand core value is not exist,and brand publicity is not enough.And also,the writer analyzes the reasons for these problems.Thirdly,by analyzing the strengths,weakness,opportunities and threats of company’s brand strategic transformation with SWOT,the writer optimizes and adjusts H Company’s existing brand strategy.Finally,in order to ensure the effective implementation of H Company’s brand development strategy,this paper puts forward the corresponding safeguard measures.Then,H Company can achieve the effective dissemination and maintenance of the brand,and may establish a good corporate image.What’s more,H Company can get a rapid spread and regional expansion in the country,and its competitiveness can be enhanced.It is expected to provide the reference of formulation and adjustment for similar high-tech company’s brand strategy to cater to the market development.更多还原