【作者】 陈红梅；

【导师】 黄善明；

【作者基本信息】 四川师范大学 ， 工商管理（专业学位）， 2012， 硕士

【摘要】 在竞争日益激烈的今天,品牌对于一个企业的生存非常必要。一个拥有良好品牌的企业,总是能够在激烈的竞争中脱颖而出。但是品牌生命周期理论认为,如果没有优秀的品牌维护与提升措施,品牌也可能失去价值。因此品牌维护与提升在整个品牌管理中居于非常重要的地位。贵州茅台作为国有特大型企业,品牌价值一直位于国内企业前列。但这并不代表,贵州茅台不需要品牌的维护与提升。相反,作为优秀民族精品的代表,是国家对外的一张名片,更需要对品牌进行维护与提升,才能在世界品牌中拥有牢固的地位。贵州茅台成为世界著名品牌有着世界品牌的共同元素和其特殊性。其中,一是供需不对等、明显的产品差异化和行业中的标杆地位等因素,二是特殊复杂的生产工艺和厚重的文化积淀；三是不可复制的地理和微生物环境以及卓越的品质；四是大企业承担了社会大责任；五是历届领导的推崇；六是人民群众公认的国酒和世界各国认可的。这些因素的存在,为贵州茅台的品牌维护与提升带来了很大的便利。但是,贵州茅台的品牌维护与提升也存在着一系列的问题,主要包括：品牌战略地位实施办法疲软、品牌危机预防和反映机制滞后、产权保护形式严峻等问题,这些问题如果得不到及时的解决,必将影响茅台现有的品牌价值,导致品牌贬值,市场控制力下降。本文考虑到上述问题,根据所学知识和在贵州茅台工作的经历,把间接知识与直接知识相结合,提出了明确贵州茅台品牌的战略地位、建立品牌危机预防小组和增加产权保护等一系列的措施。更多还原

【Abstract】 Brand is necessary for the survival of an enterprise in the competitive time. It can be said that the brand is a strategic weapons which can help an enterprise beat over another enterprise. A good brand has the ability to help an enterprise get the chance in the fierce competition. If there are no outstanding brand maintenance and enhancement measures, the brand may lose value. Therefore, the maintenance and enhancement has a very important position in the brand management. kweichowMoutai as a large state-owned liquor enterprise, has the brand value which has been at the forefront of domestic enterprises. But it does not mean that kweichowMoutai does not need the maintenance and enhancement of brand. On the contrary, kweichowMoutai as outstanding representatives of the national brand, representing the image of the nation, has the greater need to maintain and enhance the brand in order to achieve the purpose of the forest stand in the world-famous brand.kweichowMoutai wants to become a world-famous brand. There is a series of supporting factors. For example, there is significant product differentiation between kweichowMoutai and other enterprise. The existence of these factors has brought a lot of convenience for the maintenance and enhancement of Moutai brand. However, the maintenance and enhancement of Moutai brand also has some problems. For example, the brand’s strategic position is unclear. If these problems are not timely resolved, they will surely threat Moutai existing brand value. They also will reduce the ability of controlling the market. I consider the above problem, based on indirect knowledge and direct knowledge, put forward to a series of measures to make some contribution to the study of the problems.更多还原