【作者】 向建胜；

【导师】 任天飞；

【作者基本信息】 湘潭大学 ， 产业经济学， 2003， 硕士

【摘要】 未来的营销是品牌之间的竞争。商界与投资者将认清品牌是公司最珍贵的资产，拥有市场比拥有工厂重要多了，惟一拥有市场的途径是先拥有具有市场优势的品牌。过去的20多年，中国企业经历了品牌启蒙阶段、自创品牌阶段、品牌竞争阶段和品牌国际化阶段4个阶段。但是目前，我国企业仍处于品牌资产经营的初级阶段，在操作手法上存在很多不足之处。在经济全球化和一体化的进程中，品牌成了用作区分标志、当作沟通代码、看作承诺和保证、提供无形资产价值参与市场竞争的手段。品牌忠诚度、品牌知名度、品质认知度、品牌联想度和其他资产5个部分构成了公司的品牌资产。公司为了进行有效管理，产生了围绕以企业调拨活动为出发点、以消费者行为为出发点或者将两者结合作为评估品牌资产的方法。实践经验表明，真正意义上的品牌资产经营需要系统论证和行之有效的方法。面对来自跨国公司的竞争，中国企业如果不能克服自身所固有的缺陷，将很难在激烈的竞争中脱颖而出。因此，中国企业必须通过制定战略发展规划提升品牌资产经营绩效，缩小与国际品牌的差距。品牌资产的建立是基于品牌设计和品牌推广等诸多因素之上的，和产品的产地或品牌的属地没有必然联系，品牌正在逐渐从本地化、区域化走向全球化。离开了国际化品牌战略，地区品牌难以独立生存。对中国企业来说，品牌国际化这一点更是事关重大。更多还原

【Abstract】 The marketing in the future is a competition between brands. Business circles and investor see clearly brand company most precious assets, have market than have factory to be important more, Only way to have market to have brands with market advantage first. The past more than 20 years, Chinese enterprise go through brand stage of teaching beginners, create brand stage, brand competition stage and internationalized stage 4 stages such as brand. But at present, enterprises of our country are still at primary stage of brand equity management, there are a lot of weak points in operating the tactics. In economic globalization and integrated process, brand become use as and distinguish and indicate, regard code of linking up as, regard as and promise and guarantee, offer intangible assets value to participate in the means of the market competition. Brand loyal degree, brand popularity, quality cognition degree, brand associate degree and other assets 5 part form brand equity of company. In order to manage effectively, the company produce around leave starting point on activity, regard consumer behaviour as starting point or combine as assess method of brand equity with enterprise the two. Practical experience indicates that the most genuine brand equity management and administration need system proving and effectual method. In the face of the competition from trans-corporation, if Chinese enterprises can overcome one’s own intrinsic defect, it is very difficult to show one’s talent in keen competition. So Chinese enterprise must through make strategic development plan promote brand equity management performance, narrow the gap with international brand. Brand foundation of equity because of branddesign and brand person who popularize a great deal of factors, have positive connection with producing area or possession of brand of products, brand move towards globalization from the localization, area gradually. Diverging from internationalized brand strategy, the regional brand is difficult to survive independently. To Chinese enterprise, the brand, internationalized this, is more essential.更多还原