【作者】 孙俊华；

【导师】 张静中；

【作者基本信息】 河海大学 ， 企业管理， 2005， 硕士

【摘要】 本文认为,在我国市场进入品牌竞争时代的今天,面对入世所带来的良好的机遇和巨大的挑战,南京民营IT企业创造名牌势在必行。本文将南京民营IT企业创造名牌的历史沿革分为五个阶段,并提出在南京民营IT企业名牌创造过程中存在着众多的问题,主要包括外部环境问题、管理问题、营销问题和企业文化问题;不利于品牌成长的环境、南京民营IT企业品牌塑造的历史包袱、企业内部管理水平低和缺乏对品牌有效的管理,共同导致了南京民营IT企业缺乏知名品牌。 在论文研究过程中,本文将众多的名牌创造影响因素,可以归纳为名牌内部系统和名牌外部系统。本文认为名牌内外部系统从价值创造活动、内外部交易成本、企业核心能力刚性和企业价值实现等方面影响了企业的品牌塑造和品牌运营活动的效果。而本为提出的南京民营IT企业名牌创造系统正是基于名牌系统的作用机制而构建起来的,它以名牌战略为核心,通过企业文化管理、品牌创新、品牌质量管理和利益相关者营销来优化名牌内外部系统,最终实现创造名牌的目标。 通过研究本文认为,南京民营IT企业如果要运用名牌创造系统理论来创造名牌,首先必须要根据自身特点制定出名牌战略。在名牌创造过程中,南京民营IT企业要正确地选择品牌定位、制定品牌设计和整合营销传播策略,注重品牌创新和品牌质量管理,针对不同的利益相关者分别开展内部营销和关系营销,建立以名牌文化为核心的企业文化。要保证品牌成长为名牌就必须进行品牌管理,通过品牌价值评估和价值跟踪来动态控制名牌战略的执行,对品牌进行保护和增值。更多还原

【Abstract】 When our country market entered the time of brand competition, the private-owned IT enterprises in Nanjing must create famous or strong brand, to face the challenges and grasp the chance from the entrance of WTO.The private-owned IT enterprises history of famous brand creating composes five phases, budding, neatening, resuscitating, reforming and growing, and restarting. In the famous brand creating progress of the private-owned IT enterprises, there existed many problems, such as the problem of environment, of management, of marketing, of enterprise culture. Attributing to the historical burdens to brand creating, poor inter-management and the lack of efficient brand management, the private-owned IT enterprises are devoid of strong brands badly.We can classify the factors into interior brand system and exterior brand system, which influence the brand creating. The systems influence the brand creating and managing by the value-creating activities, exchange cost, rigidity of core capacity and implementing. Based on the system influence mechanism, the system of famous brand creating is founded, which has brand strategy as the core, and optimize the systems with enterprise management, brand innovation, total quality management and relationship marketing to create famous brand.If want to make use of this theory, firstly, the private-owned IT enterprises must establish suitable brand strategy for themselves. Secondly, they should choose correct brand position, design unique brand and transmit it by IMC, emphasize more on brand innovation and TQM, commit relationship marketing and found enterprise culture, which take brand culture as the core. Finally, they should control the brand strategy executing by brand valuating, protect the brand and supply increment for it.更多还原