论文标题:品牌价值及传播增值对策
Brand Value and Countermeasures for Propagating the Appreciation
论文作者 李春梅
论文导师 汪佩伟,论文学位 硕士,论文专业 传播学
论文单位 华中科技大学,点击次数 99,论文页数 76页File Size713k
2004-10-01论文网 http://www.lw23.com/lunwen_75282732/ 品牌; 品牌价值; 传播; 品牌增值
Brand; Brand Value; Communication; Brand Appreciation
由于现代科学技术发展日新月异,信息传播媒体丰富多样,导致市场竞争日趋激烈,产品服务同质化趋势越来越突出,原创性产品和服务已经很难保证其长期独特性差异;另外市场经济的发展和大众文化水平的提高也极大促进了消费者个性意识的发展,消费需求日益呈现出多样化的特点。在这种形势下,只有给产品赋予品牌才是出路。而随着现代社会和商品经济的飞速发展,市场竞争已进入一个全新的发展与竞争阶段——品牌竞争时代,品牌的巨大威力和品牌极高的附加价值让企业界都争先恐后地投入到对品牌的研究和开发之中。在品牌竞争时代,如何塑造良好的企业品牌形象,创造并增加品牌价值,是企业经营管理活动中的焦点。品牌价值由企业和消费者共同拥有,消费者对品牌的忠诚可以创造价值,为企业带来利润;企业品牌的高价值,又可以为顾客节省购买成本,降低购买风险,因此,品牌增值是企业和消费者的共同愿望。企业以顾客需求为出发点,提供让消费者满意的产品和服务,以品牌增值为目标,通过一系列的战略规划和具体的传播对策来构建一个系统性的品牌价值创造过程,是本文的核心所在。由于到目前为止,对品牌价值的定义和构成要素一直没有一个统一的看法,因此正文第二章从品牌价值的产生背景开始, 在分析评价了有关品牌价值的争议之后,阐述了品牌价值的内涵和构成要素,厘清了品牌价值和品牌资产的关系。第三、四章是有关品牌增值问题的论述:第三章从宏观的角度论述了品牌增值的战略规划,第四章从微观层面具体阐述了品牌增值的具体传播策略。
With the pace of technical development of modern science getting faster and faster and the information dissemination media getting richer and various, the market competition is to be fierce day by day, the homogeneity trend of service of goods is more and more outstanding. It’s now very difficult for the original products and service to guarantee their unique differences for a long time. In addition, the development of market economy and improvement of masses" educational level have promoted the development of consumer"s individual character consciousness greatly. The consumption demand demonstrates diversified characteristics day by day. Under this kind of situation, it is the only outlet to entrust to the brand for the products. And with the development of the modern society and commodity economy runs at full speed, the market competition has already entered a brand-new development and competition stage -- Competition Era of the Brand. The additional value with extremely high enormous might and big influence of the brand lets business circles all fall over each other to put into research and development to the brand.In the competition era of the brand, the focus of enterprises’ operational and managerial activities is to decide how to mould the good enterprise brand image, create and increase the value of brands. The value of the brand is owned together by the enterprise and consumer. The consumer"s loyalty to a brand is a kind of value, which can bring profits to enterprises. The high value of a brand can in turn buy the cost sparingly for the customers and reduce the risk of buying. Therefore, brand appreciation is the common aspirations of enterprise and consumer. Enterprises regard customer’s demand as the starting point, offer products and service making consumers satisfied, regard brand appreciation as the goal, structure a systemic course for creating the brand value through a series of strategic plan and concrete spread countermeasures, it is the key of this text.Till now, there has not existed a unified view on the definition and the key elements of the brand value. Chapter two of the thesis starts from the formulation background of the brand value. After analyzing and appraising the dispute about the brand value, the thesis explains the intension and key elements of brand value; clarifies the relation between brand value and brand assets. The main point of chapter three and four is the argumentation about the brand appreciation: Chapter three describes the strategic plans of brand appreciation in terms of macroscopic, chapter four explains the concrete tactics for propagating brand appreciation from the micro aspect.
|
