论文标题:昆仑润滑油的品牌战略
Kunlun Lubricant Brand Strategy
论文作者 蔡晓峰
论文导师 于长春,论文学位 硕士,论文专业 工商管理
论文单位 清华大学,点击次数 61,论文页数 104页File Size816k
2004-05-01论文网 http://www.lw23.com/lunwen_575949312/ 案例;昆仑润滑油;品牌战略;营销
case; Kunlun lubricant; brand strategy; marketing
本文通过客观地介绍中国润滑油产业现状、中国石油天然气股份有限公司润滑油分公司的生产和销售状况以及该公司针对昆仑品牌的构建所做的工作等,全面展示了昆仑润滑油有关品牌战略的决策场景,提出几个典型的品牌战略决策问题以引导读者深入思考。在案例使用说明部分,从理论上阐释了品牌的概念及品牌价值的作用,站在润滑油公司决策者的角度,结合润滑油产品的特点和产业竞争现状,提出了多品牌战略和品牌整合的优劣问题、广告费用的衡量角度问题、组织结构和企业文化适应品牌战略的调整问题等,针对案例正文部分几个问题给出了相应的解释,并从其他角度提出品牌管理过程中常见的决策问题。本案例剖析了营销管理中有关品牌战略的一系列典型决策难题,使读者对于品牌营销及相关领域的管理理念产生感性认识,体会基本的营销观念。
The article, by introducing status quo of china lubricant industry, production and sales of Lubricant Company of PetroChina and their work aiming to develop Kunlun Brand, roundly bring forth the decision situation of strategy of Kunlun lubricant brand, present several typical strategy issue of brand decision as well, which arise the interest of the readers.As for note to how to use the cases, we expatiate the brand concept and the function of the brand value, on the perspective of decision maker of Lubricant Company, and combined with characteristic and status quo of lubricant industry, it presents adjusting strategy over multi-brand tactic, brand integration, advertising expenses, organization structure and enterprise culture in addition, it lists explanation to some questions in the text and presents other common problems incurred in decision making in course of brand management.The case analyzes serious of typical problems in decision making in course of marketing management relating to brand strategy, through which readers will get a general idea of brand marketing and relevant management concept in this field and know some basic marketing concept.
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