我国企业的品牌战略研究
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摘要
经济全球化和世界大市场的形成,使企业之间的竞争变得日益激烈。这种竞争已经从早期的产品功能竞争上升为产品功能、服务乃至企业文化等的综合竞争,形成了多层面、立体化的竞争格局。即我们所说的“品牌竞争”。目前国内很多企业在品牌经营上仍有很多问题,存在着许多重大失误。本文运用理论与实践相结合的方法,对企业的品牌战略进行系统地分析,并结合我国企业品牌战略发展现状,提出企业品牌战略实施的合理建议。全文分五部分。第一部分,主要论述选题的意义,国内外品牌战略研究的现状。第二部分,论述品牌及品牌战略的概念。第三部分,论述我国企业品牌经营中存在的不足及实施品牌战略的意义。第四部分,论述企业如何进行品牌战略的创建、传播、保护及成功开展品牌战略的措施。第五部分,结合国内著名企业海尔,分析海尔的品牌战略。论文期望通过对国内企业在品牌建设方面问题的深入分析,结合实际案例对品牌战略的研究,能对国内企业的品牌建设有一定的应用价值。
The forming of economic globalization and big market of the world makes the competition among enterprises fiercely day by day. This kind of competition has already become the comprehensive competition including products, the service and even corporate culture, etc. from the product function competition rising of the earlier stage and formed the stage construction, three-dimensional competition pattern that melts. It is Named competition of the brand. A lot of domestic enterpraises have problems about brand management and make a lot mistakes. And method the main body of a book is applied to integrate theory with practice, the field carrying out system on the enterprise brand strategy analyses, be tied in wedlock our country enterprise brand strategy present situation, the rational suggestion suggesting that enterprise brand strategy is put into effect. The article has five parts. The first part, mainly elaborates the selected topic significance, domestic and foreign brands strategic research present situation. Second part, elaboration brand and brand strategy concept. The third part, elaborates the insufficiency which in our country enterprise brand management exists, and implementation brand strategy significance. Does the fourth part, how elaborate the enterprise to carry on the brand strategy the foundation, disseminates the protection and the success development brand strategy measure. The fifth part, analyzes Haier's brand strategy. The paper expects to have some application value to the domestic enterprise's brand construction by analysing questions about the domestic brand construction and researching on the domestic brand strategy.
The forming of economic globalization and big market of the world makes the competition among enterprises fiercely day by day. This kind of competition has already become the comprehensive competition including products, the service and even corporate culture, etc. from the product function competition rising of the earlier stage and formed the stage construction, three-dimensional competition pattern that melts. It is Named competition of the brand. A lot of domestic enterpraises have problems about brand management and make a lot mistakes. And method the main body of a book is applied to integrate theory with practice, the field carrying out system on the enterprise brand strategy analyses, be tied in wedlock our country enterprise brand strategy present situation, the rational suggestion suggesting that enterprise brand strategy is put into effect. The article has five parts. The first part, mainly elaborates the selected topic significance, domestic and foreign brands strategic research present situation. Second part, elaboration brand and brand strategy concept. The third part, elaborates the insufficiency which in our country enterprise brand management exists, and implementation brand strategy significance. Does the fourth part, how elaborate the enterprise to carry on the brand strategy the foundation, disseminates the protection and the success development brand strategy measure. The fifth part, analyzes Haier's brand strategy. The paper expects to have some application value to the domestic enterprise's brand construction by analysing questions about the domestic brand construction and researching on the domestic brand strategy.
引文
[1]倪杰.市场营销学.第1版.北京:科学出版社.2004
[2]Charles w.Lamb.Jr Essentials of Marketing.3 rd Edition.北京:电子工业出版社.2003
[3]曾朝晖.品牌运作潜规则.第1版.北京:中国人民大学出版社,2005
[4]薛可.品牌扩张:延伸与创新.第1版.北京:北京大学出版社,2004
[5]杨清山.最强品牌.第1版.北京:机械工业出版社,2005
[6]曾朝晖.本土品牌实战案例.第1版.北京:中国人民大学出版社,2005
[7]Andreas Buchholz,Wolfram Wordeman.Building 21 Model of Brand.German.Econ Verlag Gmbh Munchern in der Verlagsbans Goethesrasse GmbH &CO.Kg.1999
[8]颜炳荣.世界著名企业的营销经典.第1版.北京:中国纺织出版,2006
[9]《哈佛商业评论》精粹译丛《品牌管理》.第1版.北京:中国人民大学出版社.2004
[10]王义华.如何实施品牌战略.企业经济.2003(7):31-3
[11]Amold,D.The Handbook of Brand Management,FT/Pitman Publishing,London.1992(2):16-19
[12]程祯,品牌创新的动因及策略.管理现代化.2004(6):4-5
[13]刘传铁.论经济全球化背景下的我国品牌发展.武汉大学学报.1999(5):5-6
[14]李继红.全面实施品牌战略三要素.商业时代.2003(13):27-2
[15]黄静,王利军.构建品牌社区.商业时代(理论版).2004(18):21-23
[16]黄嘉涛,胡劲.基于品牌生命周期的品牌战略.商业时代.2004(27):15-19
[17]孙山河.品牌战略与无品牌战略的比较与选择.企业活力.2006(10):40-41
[18]王娟.论企业的品牌战略.能源技术与管理.2006(1):116-118
[19]Dechematony,L.and Mcdonald,M.H.B.Creating Powerful Brands,Buterworth Heinemann,Oxford.1992(5):24-26
[20]孙先锦.我国企业品牌战略管理的现状及对策.江苏商报.2005(6):45-46
[21]于法领.关于品牌战略.北方经济.2005(9):25-26
[22]郭玲.浅谈品牌定位存在的问题及对策.市场研究.2004(12):6-7
[23]王旭.品牌核心价值与品牌延伸的关系分析及启示.商场现代化.2006(23):57-59
[24]Vanitha Swaminathan.Sequential Brand Extensions and Brand Choice behavior.Journal of Business Research 56,2003,32:431-442
[25]吴振奎.企业实施品牌战略论.轻工标准与质量.2005(2):44-46
[26]鲁建华,加强自主出口品牌建设促进外贸可持续发展.人民日报.2004-07-05
[27]时磊.中国品牌集体失语.国际商报.2005-08-13
[28]马涛.做响自主品牌刻不容缓.文汇报.2004-12-09
[29]卫海英,张英.浅论无形资产与品牌资产的区别.江苏商论.2004(10):25-28
[30]宋姗姗.企业品牌战略研究.学习与探索.2004(3):66-68
[31]阎卡林.培育自主品牌要下更大决心.经济日报.2005-03-28
[32]钟朋荣.发展产业集群培育龙头企业.人民日报.2004-04-01
[33]陈家兴.自主创新意味着什么.人民日报.2005-02-01
[34]姚莉.经济全球化背景下的品牌战略.企业改革与管理.2005(7):33-36
[35]张新丽.现代企业品牌战略问题研究.温州职业技术学院学报.2003(12):31-33
[36]王枫.保卫品牌在艰难中行进.中国质量与品牌.2004(3):41-44
[37]马莉.浅谈我国企业的品牌战略.经济师.2005(4):178-180
[38]寇凤梅.浅析我国企业实施品牌战略的必要性与措施.甘肃高师学.2005(5):41-43
[39]Kapferer,J.H.Strategic Brand Management,Kogan Page,London,1992
[40]吴幼萍,段仁元.企业品牌保护问题研究.经济问题,2002(12):49-51
[41]Weibacher,W.Brand Marketing-building winning brand strategies that deliver,Ntc,Chicgo,1993
[42]潘国锦.品牌理论研究现状与发展展望.商讯商业经济文荟.2006(2):37-39
[43]Schreuer,Richard,To build brand equity,marketing alone is no enough,Strategy&Leadership.Vol.28,2000.Issue4:16-20
[44]陈爽,董晓波.对品牌战略的新认识.金融经济.2006(8):132-133
[45]Keller,k.l Strategic Brand Management;中国人民大学出版社&Prentice Hall,1998
[46]Van Ossel aer,Stijn MJ,& Joseph W Alba,Consumer learning and brand equity,Journal of Consumer Research,2000,(27)1:1-16
[47]Aaker.D.A.Managing Brand Equity.Capitilizirng on the Value of a brand name New York,2001
[48]孙立平.中国企业品牌战略的制胜之道.科技和产业.2004(5):15-38
[49]Don E.Schultz,custorner/brand loyaltyin an in teracitvern arketplace,Journal of Advertising Research,2001
[50]Noel Capon,Pierre Berthonand,James M.Hulbert,leylandf.Pitt,Brand Custodianship:A New Primer for Senior Managers.European Management Jounral.2001,19(3):21-22
[51]Olsen,S.Comparative Evaluation and the Relationship Between Quality,Satisfaction,and Repurchase Loyalty,J ournal of the Academy of Marketing Science,2002,8:31-32
[52]尚慧丽.国外品牌战略的发展及启示.哈尔滨商业大学学报(社会科学版),2005(6): 34-36
[53]孙凤英.企业文化对提升企业竞争力的作用.经济师.2004(6):164-166
[54]Sen.S.The Effect of Brand Name Suggedtiveness and Decision Goal on the Development.Journal of Consumer Psychology in Marketing.2003,13:389-405
[55]Hankinson,G.andCowking.P.Branding in Action.McGraw-Hill.London,1993
[56]De Chematony,Leslie,and McDonald,Malcolm H.B.Creating Powerful Brand.Oxford.Buttrworth-Heinemamn,2002
[57]Aaker.D.A.Managing Brand Equity,.The Free Press.New York,1999
[58]品瑶,赵东阳.五粮液品牌战略的成功之道.湖南商学院学报,2006(1):38-39
[59]红轩.自主品牌 铸就百亿“红豆”.纺织周刊.2006(13):42-43
[60]彼德.切维顿.The Essential to Brand Manggenment.第1版北京:北京大学出版社,2005
[61]王源.浅析企业品牌战略-从海尔的成功看企业的品牌战略。四川经济管理学院学报.2003(2):23-28
[62]张龄.海尔文化造就了驰名中外的海尔品牌.轻工标准与质量.2001(6):21-22
[63]杜福洲.海尔集团日清日高管理法.现代管理.1995(6):46-46
[64]张鲁楠.海尔的竞争优势在于创新.发明与创新.2000(3):4-6
[65]潘成云.海尔从产品促销向战略营销.企业活力.1997(9):23-24
[2]Charles w.Lamb.Jr Essentials of Marketing.3 rd Edition.北京:电子工业出版社.2003
[3]曾朝晖.品牌运作潜规则.第1版.北京:中国人民大学出版社,2005
[4]薛可.品牌扩张:延伸与创新.第1版.北京:北京大学出版社,2004
[5]杨清山.最强品牌.第1版.北京:机械工业出版社,2005
[6]曾朝晖.本土品牌实战案例.第1版.北京:中国人民大学出版社,2005
[7]Andreas Buchholz,Wolfram Wordeman.Building 21 Model of Brand.German.Econ Verlag Gmbh Munchern in der Verlagsbans Goethesrasse GmbH &CO.Kg.1999
[8]颜炳荣.世界著名企业的营销经典.第1版.北京:中国纺织出版,2006
[9]《哈佛商业评论》精粹译丛《品牌管理》.第1版.北京:中国人民大学出版社.2004
[10]王义华.如何实施品牌战略.企业经济.2003(7):31-3
[11]Amold,D.The Handbook of Brand Management,FT/Pitman Publishing,London.1992(2):16-19
[12]程祯,品牌创新的动因及策略.管理现代化.2004(6):4-5
[13]刘传铁.论经济全球化背景下的我国品牌发展.武汉大学学报.1999(5):5-6
[14]李继红.全面实施品牌战略三要素.商业时代.2003(13):27-2
[15]黄静,王利军.构建品牌社区.商业时代(理论版).2004(18):21-23
[16]黄嘉涛,胡劲.基于品牌生命周期的品牌战略.商业时代.2004(27):15-19
[17]孙山河.品牌战略与无品牌战略的比较与选择.企业活力.2006(10):40-41
[18]王娟.论企业的品牌战略.能源技术与管理.2006(1):116-118
[19]Dechematony,L.and Mcdonald,M.H.B.Creating Powerful Brands,Buterworth Heinemann,Oxford.1992(5):24-26
[20]孙先锦.我国企业品牌战略管理的现状及对策.江苏商报.2005(6):45-46
[21]于法领.关于品牌战略.北方经济.2005(9):25-26
[22]郭玲.浅谈品牌定位存在的问题及对策.市场研究.2004(12):6-7
[23]王旭.品牌核心价值与品牌延伸的关系分析及启示.商场现代化.2006(23):57-59
[24]Vanitha Swaminathan.Sequential Brand Extensions and Brand Choice behavior.Journal of Business Research 56,2003,32:431-442
[25]吴振奎.企业实施品牌战略论.轻工标准与质量.2005(2):44-46
[26]鲁建华,加强自主出口品牌建设促进外贸可持续发展.人民日报.2004-07-05
[27]时磊.中国品牌集体失语.国际商报.2005-08-13
[28]马涛.做响自主品牌刻不容缓.文汇报.2004-12-09
[29]卫海英,张英.浅论无形资产与品牌资产的区别.江苏商论.2004(10):25-28
[30]宋姗姗.企业品牌战略研究.学习与探索.2004(3):66-68
[31]阎卡林.培育自主品牌要下更大决心.经济日报.2005-03-28
[32]钟朋荣.发展产业集群培育龙头企业.人民日报.2004-04-01
[33]陈家兴.自主创新意味着什么.人民日报.2005-02-01
[34]姚莉.经济全球化背景下的品牌战略.企业改革与管理.2005(7):33-36
[35]张新丽.现代企业品牌战略问题研究.温州职业技术学院学报.2003(12):31-33
[36]王枫.保卫品牌在艰难中行进.中国质量与品牌.2004(3):41-44
[37]马莉.浅谈我国企业的品牌战略.经济师.2005(4):178-180
[38]寇凤梅.浅析我国企业实施品牌战略的必要性与措施.甘肃高师学.2005(5):41-43
[39]Kapferer,J.H.Strategic Brand Management,Kogan Page,London,1992
[40]吴幼萍,段仁元.企业品牌保护问题研究.经济问题,2002(12):49-51
[41]Weibacher,W.Brand Marketing-building winning brand strategies that deliver,Ntc,Chicgo,1993
[42]潘国锦.品牌理论研究现状与发展展望.商讯商业经济文荟.2006(2):37-39
[43]Schreuer,Richard,To build brand equity,marketing alone is no enough,Strategy&Leadership.Vol.28,2000.Issue4:16-20
[44]陈爽,董晓波.对品牌战略的新认识.金融经济.2006(8):132-133
[45]Keller,k.l Strategic Brand Management;中国人民大学出版社&Prentice Hall,1998
[46]Van Ossel aer,Stijn MJ,& Joseph W Alba,Consumer learning and brand equity,Journal of Consumer Research,2000,(27)1:1-16
[47]Aaker.D.A.Managing Brand Equity.Capitilizirng on the Value of a brand name New York,2001
[48]孙立平.中国企业品牌战略的制胜之道.科技和产业.2004(5):15-38
[49]Don E.Schultz,custorner/brand loyaltyin an in teracitvern arketplace,Journal of Advertising Research,2001
[50]Noel Capon,Pierre Berthonand,James M.Hulbert,leylandf.Pitt,Brand Custodianship:A New Primer for Senior Managers.European Management Jounral.2001,19(3):21-22
[51]Olsen,S.Comparative Evaluation and the Relationship Between Quality,Satisfaction,and Repurchase Loyalty,J ournal of the Academy of Marketing Science,2002,8:31-32
[52]尚慧丽.国外品牌战略的发展及启示.哈尔滨商业大学学报(社会科学版),2005(6): 34-36
[53]孙凤英.企业文化对提升企业竞争力的作用.经济师.2004(6):164-166
[54]Sen.S.The Effect of Brand Name Suggedtiveness and Decision Goal on the Development.Journal of Consumer Psychology in Marketing.2003,13:389-405
[55]Hankinson,G.andCowking.P.Branding in Action.McGraw-Hill.London,1993
[56]De Chematony,Leslie,and McDonald,Malcolm H.B.Creating Powerful Brand.Oxford.Buttrworth-Heinemamn,2002
[57]Aaker.D.A.Managing Brand Equity,.The Free Press.New York,1999
[58]品瑶,赵东阳.五粮液品牌战略的成功之道.湖南商学院学报,2006(1):38-39
[59]红轩.自主品牌 铸就百亿“红豆”.纺织周刊.2006(13):42-43
[60]彼德.切维顿.The Essential to Brand Manggenment.第1版北京:北京大学出版社,2005
[61]王源.浅析企业品牌战略-从海尔的成功看企业的品牌战略。四川经济管理学院学报.2003(2):23-28
[62]张龄.海尔文化造就了驰名中外的海尔品牌.轻工标准与质量.2001(6):21-22
[63]杜福洲.海尔集团日清日高管理法.现代管理.1995(6):46-46
[64]张鲁楠.海尔的竞争优势在于创新.发明与创新.2000(3):4-6
[65]潘成云.海尔从产品促销向战略营销.企业活力.1997(9):23-24