大连理工大学专业学位硕士学位论文
摘
要
当前，我国经济持续快速健康发展。在这个过程中，作为高新技术代表之一的软件
企业也在不断壮大。作为从大学校园内走出来的中国第一家软件上市公司，东软集团历
经 30年发展，经历了从服务外包到 IT解决方案提供商的角色转变。在东软集团对未来
的发展规划中，除了夯实研发能力、提升服务水平之外，对企业形象与品牌认知的打造
也是东软集团在接下来的经营任务中重点考虑的领域。尤其 2021年，是东软集团成立
30周年的重要节点。在品牌拉升销量、推动产品溢价的大趋势下，东软集团需要乘势而
上，完成品牌年轻化与品牌形象的升级，将东软品牌在客户心智中的认知拉升到一个新
的台阶。
本文以东软集团业务品牌的建设与塑造为目标进行分析与研究。在第一部分中，首
先详细阐述研究的背景、意义以及思路方法和内容。接着于第二部分参考不同的 B2B
品牌塑造概念及理论，为研究课题的开展提供理论支撑。第三部分着重对东软集团业务
品牌的内部环境进行分析，基于东软集团的发展历史、业务组成和品牌管理组织架构现
状、品牌形象现状等多角度解读，发现品牌当前所存在的问题，确定在后续品牌升级阶
段需要重点改善和提升的锚点。第四部分梳理东软集团业务品牌的外部环境，通过东软
集团当下所面对的国内品牌宏观环境、B2B行业中的竞对品牌、以及目标市场现状与客
户分析，找到品牌在当前的市场环境中拥有的机会点。第五部分基于 STP分析，进一步
为东软集团品牌的升级奠定方向。最后的第六部分是本文的重点，即东软集团业务品牌
的升级策略。通过东软品牌理念识别与视觉识别建立起新的品牌认知和品牌形象。在品
牌行为识别维度，建立起覆盖整个东软体系的品牌资源与行为管理的新规范，通过人与
行为不断强化品牌宣贯的一致性和系统性。在品牌组合维度，“统一的主品牌”架构策
略的制定，在品牌势能上形成合力趋势。同时，通过组合化的传播策略以及多角度的品
牌维护策略，塑造出协同一致的品牌体验与认知。
本文基于东软集团在品牌领域的研究，希望不仅能为东软集团在未来的品牌建设中
提供有价值的参考，使东软集团新品牌形象在目标受众心目中的认知得到升级与强化。
也能为同属 B2B行业的品牌进行升级塑造时，提供相应的借鉴与指导意义。
关键词：东软集团；B2B；品牌策略；形象升级
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东软集团业务品牌策略研究
The Research on Neusoft Business Brand Strategy
Abstract
At present, China economy enjoys sustained, rapid and sound development. In this process,
as one of the representatives of high and new technology software enterprises are also growing.
In particular, the year 2021 marks the 30th anniversary of Neusoft.Under the general trend of
brand increasing sales volume and promoting product premium, Neusoft needs to take
advantage of the trend, complete brand rejuvenation and brand image upgrade, and bring
Neusoft brand to a new level in the mind of customers.
In this paper, the first part contains the background, significance, methods and contents of
the research are described in detail. The second part refers to different B2B brand building
concepts and theories to provide theoretical support for the development of the research topic.
The third part focuses on Neusoft B2B business brand of internal environment analysis, based
on the development history of Neusoft business and the status quo of the present situation of
brand management organizational structure and brand image interpretation from multiple
perspectives. The fourth part combs the external environment of Neusoft B2B business brand,
and finds the opportunities of the brand in the current market environment. The fifth part, based
on STP analysis, further lays the direction for Neusoft brand upgrade. The sixth part is the focus
of this paper, namely the brand upgrading strategy of Neusoft B2B business. Through Neusoft
brand concept identification and visual identification to establish a new brand recognition and
brand image. In the dimension of brand behavior identification, new norms of brand resources
and behavior management covering the whole Neusoft system, and the consistency and
systematization of brand publicity and implementation are constantly strengthened through
people and behaviors. In the dimension of brand combination, the formulation of "unified main
brand" architecture strategy forms a synergy trend in brand potential energy. At the same time,
through the combination of communication strategy and multi-angle brand maintenance
strategy, to create a coordinated brand experience and cognition.
Based on the research of Neusoft in the field of B2B brand, this paper hopes to not only
provide valuable reference for Neusoft , but also upgrade and strengthen the new brand image
of Neusoft in the eyes of the target audience. It can also provide corresponding reference and
guidance for upgrading and shaping of brands in the B2B industry.
Key Words：Neusoft; B2B; Brand Strategy; Brand upgrade
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景及意义............................................................................................... 1
1.1.1研究背景................................................................................................... 1
1.1.2研究意义................................................................................................... 2
1.2 研究思路与方法............................................................................................... 3
1.2.1研究思路................................................................................................... 3
1.2.2研究方法................................................................................................... 4
1.3研究内容.............................................................................................................. 4
2 理论综述...................................................................................................................... 6
2.1 STP理论........................................................................................................... 6
2.2 品牌管理相关概念及理论............................................................................... 7
3 东软集团业务品牌的内部环境分析........................................................................ 10
3.1 东软集团发展历史......................................................................................... 10
3.2 东软集团业务组成......................................................................................... 10
3.3 东软集团品牌管理组织架构......................................................................... 11
3.4 东软集团品牌现状......................................................................................... 12
3.4.1 品牌定位现状...................................................................................... 12
3.4.2 品牌认知现状...................................................................................... 13
3.4.3 品牌视觉现状...................................................................................... 14
3.4.4 品牌能力成熟度现状.......................................................................... 14
3.4.5 品牌传播管理现状.............................................................................. 17
3.5 东软集团业务品牌问题分析......................................................................... 18
3.5.1 品牌定位偏向保守.............................................................................. 18
3.5.2 品牌形象认知老化.............................................................................. 19
3.5.3 多品牌管理缺乏规范.......................................................................... 19
3.5.4 品牌传播需要创新.................................................