市场经济时代，随着技术进步、生产发展，物质越来越丰富，整体处于买家 市场，因此企业如何进行品牌塑造，在整个市场竞争中争取得到优势地位 是其主 要面对的问题。对于科技企业来说，品牌对于其发展有着极为重要的作用，良好 的品牌形象不仅仅是一种无形的市场资源，而且对于企业发展有着重要促进作 用。本文主 要以 A 科技企业为例进行科技企业品牌塑造策略的研究。 文章主要应用文献查阅法、理论与实际结合的方法对 A 企业目前的品牌塑造 以及塑造过程中存在的问题进行研究。在 理论角度重点分析了品牌的内涵、品牌 的定位，在理论基础上展开了 A 科技公司品牌塑造状况的研究，细化分析了目前 该公司在品牌塑造过程中存在问题。之后文章一问题为基 础展开了出现此种问题 的原因分析，最后根据 A 企业在品牌塑造过程中存在的问题与原因进行了应对策 略分析。总结出，A 企业在品牌策略制定中要提升公司的品牌意识、加强 企业文 化建设、制定完善的品牌战略、加强人才队伍建设。 关键词：科技企业；品牌；策略ABSTRACT In the era of market economy, with the technological progress, the production and development, the material is becoming more and more abundant, the whole is in the buyer's market, so how to carry on the brand shaping, and strive for the advantage position in the whole market competition is the main problem. For scientific and technological enterprises, the brand plays an important role in the development of the enterprise, and the good brand image is not only an invisible market resource, but also plays an important role in the development of the enterprise. The paper mainly takes A technology enterprise as an example to study the brand building strategy of the science and technology enterprise. The article mainly applies the method of literature review, the theory and the practical method to study the present brand and the problems existing in the process of the company A. In the light of the theoretical angle, the brand's connotation and brand's position are analyzed, and the research on the brand-shaping condition of A & T company is carried out on the basis of the theory, and the existing problems of the company in the process of brand building are analyzed and analyzed. After that, the paper analyzes the reason of this problem based on the problem, and finally, according to the problems and causes of the company in the process of brand building, the paper analyzes the strategy. It is concluded that A company should improve the quality of the company in the development of brand strategy The brand consciousness, strengthen the enterprise culture construction, develop the perfect brand strategy, strengthen the construction of the talent team. Key words: science and technology enterprise; brand; strategyA 科技公司品牌塑造策略研究 目 录 中文摘要........................................................................................................................I 英文摘 要......................................................................................................................II 目 录......................................................................................................................IV 1 绪 论..........................................................................................................................1 1.1 研究背 景..........................................................................................................1 1.2 研究意 义..........................................................................................................1 1.2.1 理论意 义...............................................................................................1 1.2.2 实践意 义...............................................................................................2 1.3 研究综 述..........................................................................................................2 1.3.1 国外研究综 述.......................................................................................2 1.3.2 国内研究综 述.......................................................................................3 1.3.3 研究述 评...............................................................................................4 1.4 研究内容与研究方 法......................................................................................4 1.4.1 研究内 容...............................................................................................4 1.4.2 研究方 法...............................................................................................5 1.5 研究思 路..........................................................................................................5 2 理论基 础..................................................................................................................7 2.1 品牌的内 涵......................................................................................................7 2.1.1 品牌的概 念...........................................................................................7 2.1.2 品牌的特 征...........................................................................................8 2.1.3 品牌的作 用...........................................................................................8 2.2 品牌定 位..........................................................................................................9 2.2.1 品牌定位的内 涵...................................................................................9 2.2.2 品牌的定位的目的及过 程...................................................................9 2.3 品牌忠诚度理 论............................................................................................10 3 A 科技公司品牌塑造现状及存在的问 题.............................................................11 3.1 A 科技公司发展现 状....................................................................................11 3.2 A 科技公司品牌塑造现 状............................................................................12 3.3 A 公司品牌塑造存在问 题............................................................................12 3.3.1 品牌产品附加值较 低.........................................................................12 3.3.2 品牌核心价值缺 失.............................................................................133.3.3 品牌定位不准 确.................................................................................13 3.3.4 品牌管理能力薄 弱.............................................................................14 4 A 科技公司品牌塑造问题原因分 析.....................................................................15 4.1 品牌意识薄 弱................................................................................................15 4.2 企业文化缺 失................................................................................................15 4.3 缺乏品牌战略规 划........................................................................................16 4.4 专业人才短 缺................................................................................................17 5 A 科技公司品牌塑造策略研 究.............................................................................18 5.1 提升公司的品牌意 识....................................................................................18 5.1.1 全面提升 A 科技公司的高层领导对品牌塑造工作的重视程度.....18 5.1.2 全面加强公司的全体员工对品牌塑造的认知.................................18 5.1.3 将创新精神与品牌意识融 合.............................................................19 5.2 加强企业文化建 设........................................................................................19 5.2.1 塑造积极的竞争文化氛 围.................................................................19 5.2.2 塑造团结协作的文化氛 围.................................................................19 5.2.3 塑造积极奋斗的文化氛 围.................................................................20 5.3 制定完善的品牌战 略.....................................