BR品牌战略研究与规划

摘 要

论文以BR企业为研究对象,对其品牌管理现状进行了调研和分析,

并运用战略管理理论为其制定了品牌战略规划。首先通过对BR企业y前

的品牌管理体系及其运行情况的调査研宄,发现BR品牌在品牌产品资源、

技术资源、客户渠道资源等方面具备一定优势,但在品牌战略制定、品牌

管理体系建设、品牌推广、品牌服务等方面存在某些不足。针对BR企业

产品属于工业品、下游客户属于工业企业的行业特点,结合存在的不足之

处,为BR制定了品牌战略,主要包括通过提升品牌战略的地位来确保品

牌战略的贯彻实施;通过发掘品牌愿景和品牌目标来明确品牌的核心价值,

为BR品牌战略指明方向;通过品牌定位,在品牌战略的操作层面确立品

牌的主要市场目标,实现品牌战略的全面落实。最后,提出了品牌战略实

施的组织架构,并有针对性地给出了品牌建设的一些具体的措施建议。该

论文得到的结论对于相近行业其他企业的品牌战略规划具有重要的借鉴

作用。

关键词:品牌,品牌战略,品牌管理体系,工业品,工业企业

北京化丁大学专业硕上学位论义

RESEARCH AND PLANNING FOR BR'S BRAND

STRATEGY

ABSTRACT

This paper develops the brand strategy of BR company based on the

strategic management theory and on the investigation and analysis of the

current situation of BR's brand management. By investigating the

management system and running condition of BR's brand, it is found that

there are some advantages in the brand resources, technical resources and

customer resources, however, there are some shortages in the brand strategy

formulation, the building of the brand management system, the promotion of

brand, and the service for brand. There are different features of BR such as its

products belong to industrial products and its downstream clients belong to

industrial enterprises. Taking these features and the existing problems into

account, the brand strategy is developed for BR as follows: making sure the

implementation of brand strategy by raising the status of brand strategy,

confirming the brand core value by exploring the brand vision and brand goal

to indicate the direction for BR's brand strategy, establishing the primary

target market at the operational level to achieve the full implementation of

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