珠三角企业自主品牌创建与管理研究
摘要
改革开放初期,珠三角凭借其得天独厚的地理条件和优惠的经济政策,积极引进外资,承接以香港、台湾为主的发达地区劳动密集型产业的转移,大力发展以劳动密集型产业为主的制造产业。经过三十年的发展,珠三角经济发展取得巨大成就,成为我国经济增长最快的区域。近几年来,珠三角经济遭遇发展瓶颈。东西南北中各区发展的不平衡、投资环境的恶化、“民工荒”的出现,都预示着珠三角经济发展态势出现滑落。同时,随着长三角经济的崛起,珠三角更是出现港台资投资转移的现象。如何让珠三角地区迅速摆脱“衰退”的尴尬境地,成为珠三角各界人士都非常关注的问题。
面对国际化竞争的加剧,珠三角企业所处的内外环境更加复杂。政府提出珠三角应加快自主创新,推行自主品牌创建,扩大珠三角企业的利润空间,进一步为自主品牌国际化奠定基础,以此拉动整个珠三角的经济发展。本文以促进珠三角经济再发展为研究目的,重点探讨珠三角企业自主品牌的创建模式和管理策略,旨为珠三角企业自主品牌建设提供参考意见。
论文以自主品牌、品牌培育和传播等相关理论为基础,围绕珠三角企业品牌建设和管理实践进行研究。论文阐述了珠三角企业自主品牌的四个发展历程,论述珠三角企业建设自主品牌的现实意义,结合实际归纳和总结了珠三角企业创建自主品牌的模式。在企业管理和品牌管理的相关理论支持下,提出珠三角企业管理自主品牌的策略。最后,通过广州金发科技股份有限公司的案例分析,进一步论证企业品牌管理策略实施的效果和可行性。
论文在文献研究的基础上,理论联系实际进行研究,并采用了比较分析法和案例分析法,力求使整个研究工作能做到客观和有效,为后续研究奠定良好的基础。
The reform and open policy initial period, Pearl River Delta (PRD), with its unique geographical conditions and preferential economic policies, introduced the foreign capital actively, and undertaked transfer of labor-intensive industries from the developed regions mainly to Hong Kong and Taiwan, vigorously developed the manufacture industry mainly to the labor-intensive industries. After 30 years of development, the PRD has made tremendous achievements in economic development, and has become the fastest economic growing region among China, In recent years, PRD economic development has encountered bottleneck, which includes the development of North-South imbalance, the deterioration of investment environment, the phenomenon of "shortage of migrant workers". All these indicate that the PRD economic development situation appears coast. Meanwhile, with the grown up of economy in the Yangtze River Delta, investors from Hong Kong and Taiwan now are inclined to invest their money in Yangtze River Delta rather than PRD. 'How to help PRD economy development out of this awkward situation' now has become a issue which PRD people are very concerned about.
Facing with international competition intensification, the internal and external environment of PRD enterprises becomes more complex. The government sparkplugs that PRD should speed up independent innovation, and push the self-brand creation, and expand the profit margin of the enterprises in order to set a good foundation for self-brand internationalization, and promote economic development of PRD. This paper, basing on the standpoint of promoting further development of the PRD economy, focuses on the creation modes and management tactics of self-brand and strives to provide suggestions for PRD enterprises on creating their self-brands.
This paper mainly researches on brand creation and management practices basing on the theory about self-brand, brand cultivation and spreading, expatiates the four courses of self-brand development of PRD enterprises, and dissertates the praxis significance to develope self-brand, combinning to the realities, concludes and sumarizes up self-brand creation modes of PRD enterprises. In the theory of enterprise management and brand management, supportes self-brand management tactics for PRD enterprises. Finally, taking the kingfa sci.&tech.co.,ltd as the proof to demonstrate the effectiveness and feasibility of implementation of some management tactics.
This paper, basing on literature research, uses theory with practice to study, and adoptes comparative analysis and case analysis. All of these methods make the entire research objective and effective and lay a good foundation for follow-up studies.
面对国际化竞争的加剧,珠三角企业所处的内外环境更加复杂。政府提出珠三角应加快自主创新,推行自主品牌创建,扩大珠三角企业的利润空间,进一步为自主品牌国际化奠定基础,以此拉动整个珠三角的经济发展。本文以促进珠三角经济再发展为研究目的,重点探讨珠三角企业自主品牌的创建模式和管理策略,旨为珠三角企业自主品牌建设提供参考意见。
论文以自主品牌、品牌培育和传播等相关理论为基础,围绕珠三角企业品牌建设和管理实践进行研究。论文阐述了珠三角企业自主品牌的四个发展历程,论述珠三角企业建设自主品牌的现实意义,结合实际归纳和总结了珠三角企业创建自主品牌的模式。在企业管理和品牌管理的相关理论支持下,提出珠三角企业管理自主品牌的策略。最后,通过广州金发科技股份有限公司的案例分析,进一步论证企业品牌管理策略实施的效果和可行性。
论文在文献研究的基础上,理论联系实际进行研究,并采用了比较分析法和案例分析法,力求使整个研究工作能做到客观和有效,为后续研究奠定良好的基础。
The reform and open policy initial period, Pearl River Delta (PRD), with its unique geographical conditions and preferential economic policies, introduced the foreign capital actively, and undertaked transfer of labor-intensive industries from the developed regions mainly to Hong Kong and Taiwan, vigorously developed the manufacture industry mainly to the labor-intensive industries. After 30 years of development, the PRD has made tremendous achievements in economic development, and has become the fastest economic growing region among China, In recent years, PRD economic development has encountered bottleneck, which includes the development of North-South imbalance, the deterioration of investment environment, the phenomenon of "shortage of migrant workers". All these indicate that the PRD economic development situation appears coast. Meanwhile, with the grown up of economy in the Yangtze River Delta, investors from Hong Kong and Taiwan now are inclined to invest their money in Yangtze River Delta rather than PRD. 'How to help PRD economy development out of this awkward situation' now has become a issue which PRD people are very concerned about.
Facing with international competition intensification, the internal and external environment of PRD enterprises becomes more complex. The government sparkplugs that PRD should speed up independent innovation, and push the self-brand creation, and expand the profit margin of the enterprises in order to set a good foundation for self-brand internationalization, and promote economic development of PRD. This paper, basing on the standpoint of promoting further development of the PRD economy, focuses on the creation modes and management tactics of self-brand and strives to provide suggestions for PRD enterprises on creating their self-brands.
This paper mainly researches on brand creation and management practices basing on the theory about self-brand, brand cultivation and spreading, expatiates the four courses of self-brand development of PRD enterprises, and dissertates the praxis significance to develope self-brand, combinning to the realities, concludes and sumarizes up self-brand creation modes of PRD enterprises. In the theory of enterprise management and brand management, supportes self-brand management tactics for PRD enterprises. Finally, taking the kingfa sci.&tech.co.,ltd as the proof to demonstrate the effectiveness and feasibility of implementation of some management tactics.
This paper, basing on literature research, uses theory with practice to study, and adoptes comparative analysis and case analysis. All of these methods make the entire research objective and effective and lay a good foundation for follow-up studies.
引文
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[3]王金全.提升珠三角区域竞争力的几点思考[J].特区经济(Special Zone Economy),2006,2:64-66.
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[13]陶毅.论现代企业的品牌传播战略[J].山东经济,2005,7:68-70.
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[16]菲利普·科特勒,梅汝和等.营销管理(第十版)[M].中国人民大学出版社,2001.
[17]莱普勒·苏德华.品牌整合战略[M].成都:西南财经大学出版社,2004:30-50.
[18]Keller and Kevin Lane.Conceptptualizing,Measuring,and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993(57):1-22.
[19]曾朝晖.中国式品牌管理篇、攻略篇[M].东方出版社,2005:55-70.
[20]张举亮.谈名牌的内涵及属性[J].企业经济,2001,1:22-25.
[21]谢洪玉,曾国庆.八大法宝打造自主品牌[J].经营管理者,2007,7:32-35.
[22]杨玉梅,段颖希.名牌、知名品牌和驰名商标的界定[J].商场现代化,2005,12:107.
[23]李彤彤.自主品牌创建探析[J].商场现代化,2007,1:242.
[24]傅桂林.论名牌的内涵特征及其创造[J].山西统计,1999,2:36-37.
[25]张金海.品牌与区域经济:互动发展[J].现代广告,2005,5:28-30.
[26]汪涛.影响中国企业自主品牌决策的因素分析[J].中国软科学,2006,10:141-149.
[27]谢琼.经济全球化时代我国企业发展自主品牌的意义[J].黑龙江对外经贸,2005,12:7-10.
[28]Doyle Peter H.Building Successful Brands:The Strategic Options[J].Journal of Consumer Marketing,1990,7:5-20.
[29]李春国.产品创新:技术创新工作的核心[J].中国电子商务,2002,6:77.
[30]陈俊红.中国自主品牌成长障碍及对策分析[J].商场现代化,2006,6:191-19.
[31]喻新安.自主品牌讨论的意义[J].企业活力,2004,5:1.
[32]王伟华.区域自主品牌培育和发展战略规划研究[D].天津:天津大学图书馆,2006.
[33]费明胜,邹良明.论自主品牌及其发展对策[J].商业时代,2007,17:28-30.
[34]孙铁玉.如何创建零售商自有品牌[J].合作经济与科技,2006,10:12-13.
[35]张戈.零售企业自有品牌的战略研究[D].广东:广东工业大学图书馆,2005.
[36]吴程彧,张光宇.区域品牌的作用及发展策略[J].江苏商论,2005,8:49-50.
[37]王秀海.区域品牌带动区域经济发展的机制研究[D].兰州:兰州大学图书馆,2007.
[38]杨崴.如何提升我国民族品牌核心价值[J].商业研究,2007,5:148-151.
[39]姬瑞红.自主创新是企业发展的源泉[J].现代焊接,2007,2:33.
[40]郭占恒.自主品牌带动自主创新,自主创新提升自主品牌[J].浙江经济,2006,9:4-6.
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[42]李宁.论塑造民族品牌中的自主创新意识[J].湖南科技学院学报,2007,2:25-27.
[43]林锐.OEM企业成功之路[J].商业研究,2004,7:41-42.
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