新消费环境下通过品牌进化打造超级品牌的 战略研究
Analysis of the Impact of Online Procurement Based on Supply Chain on the Operation of Manufacturing Enterprises
所属学科:管理学
发布时间:2022-02-14 14:37:12
130
2
(含英文论文、中文论文、答辩视频、答辩PPT)
69.00
CTU-MBA 29期 吴同学
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10

作业

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论文

摘要

摘要

中国的消费环境正在快速变化,如何顺应新消费环境推动品牌动态成长企业关心的核心问题。品牌进化是品牌随时间而发生的成长演变过程,是从动态视角分析品牌发展的重要理论。无论是快速崛起的新锐品牌,还是转型中的传统品牌,都需要不断进化,才能保证不被这波涛汹涌的变革浪潮所淹没淘汰

本文基于品牌进化理论新消费环境下快速崛起的七家品牌案例进行了研究。主要采取案例分析法、实证研究法和思维方法等研究方法。论文的主要目的是探索品牌进化的驱动力、品牌进化的路径以及打造超级品牌的步骤。在系统的文献分析基础上,基于品牌进化理论开展探索性研究,提出品牌进化的两个核心驱动力、品牌进化的四个矩阵以及打造超级品牌的六个步骤。

本文的主要研究结论认为:

一、品牌进化的两个核心驱动力,竞争驱动与环境驱动这两个因素品牌进化是品牌与竞争变化及环境变化相互适应的过程,在适应环境的过程中品牌获得了成长。

二、面对环境的变化与激烈的竞争,品牌进化呈现出四个路径,分别是新特性、新品类、新场景和新迭代。

三、通过案例研究,归纳出通过品牌进化打造超级品牌的六个步骤,依次为:建立超级梦想,规划超级定位,提炼超级口号,塑造超级图腾,开展超级营销,发起超级传播。

论文通过标杆企业的案例研究分析了品牌进化的驱动力和进化路径,拓展了品牌进化理论的研究层次,对新消费环境下通过品牌进化打造超级品牌的战略,提出了明确的观点,为进一步研究做出了新的尝试。

ABSTRACT

ABSTRACT

The rapid development of information technology continues to bring opportunities and challenges to the survival and development of enterprises. The competition among enterprises has developed into competition among supply chains, and the supply chain management level of enterprises has become an important competitiveness among enterprises. With the continuous deepening of enterprises' knowledge and practice of supply chain management, more and more enterprises have carried out upgrading research on the characteristics of enterprise supply chain management, continuously improving and perfecting the supply chain management business process, thereby improving management efficiency and enhancing core competition Power, thereby reducing supply chain costs.

The continuous innovation of Internet-based e-commerce technology has promoted the rapid upgrade of enterprise supply chain management. The combination of e-commerce and supply chain management has become the trend and direction of economic development, and enterprise competition has fully entered a new era of supply chain management competition. X company was established in 1995. As a well-known medium-sized private enterprise in the domestic appliance industry, it is a high-tech enterprise specializing in the research and development, production and sales of smart electricity, water, gas meters and remote smart meters.

X company adopts a modern enterprise management system and believes that product innovation and internal supply chain optimization are the way for the company to survive and develop. In recent years, company x has continuously strengthened its systematic research on enterprise supply chain management issues, focusing on centralized procurement of materials, and has made continuous efforts to improve the enterprise supply chain management system and management process. At present, the information management of bulk materials, centralized procurement and basic materials has been initially completed. However, due to the geographical dispersion of construction projects, complex material categories, and complex supplier resources, the current procurement management model can no longer meet the needs of the company's rapid development. In order for the company to gain an advantage in the fierce market competition, further breakthroughs are needed in supply chain management and repeated project management. This thesis takes the development of company X's supply management model as the research background, combined with the company's actual cases, discusses the creation and implementation of the electronic procurement information system of company x based on supply chain management. First, it summarizes the concept, content, characteristics of supply chain and the development of supply chain management information research, thus constructing the theoretical basis of this article. Next, we analyze online supply chain management and procurement under the framework of procurement management, expounding the requirements for procurement management in the supply chain, procurement under supply chain management, and online procurement management issues, and provide corresponding questions for related issues. Suggestions. It aims to provide valuable guidance for domestic medium-sized private enterprises to establish supply chain online procurement business processes, supply chain management and procurement process optimization.

【关键词】品牌进化;品牌生态;品牌战略;超级品牌;新消费
【Keywords】theory of brand evolution;new consumption environment; a super brand
69.00
(含英文论文、中文论文、答辩视频、答辩PPT)

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