基于核心竞争力的“王老吉”品牌战略管理研究

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1、上海师范大学硕士学位论文基于核心竞争力的“王老吉”品牌战略管理研究姓名：李鑫申请学位级别：硕士专业：产业经济学指导教师：茆训诚20090301TILE：ResearchonBrandStrategyManagementof“WongLoKat”BasedonCoreCompetenceM呦OR：IndustrialEconomicsSTUDENT：LixinTUTOR：Prof．MaoxunchengAbstractAsChina’SWTOEndofprotectionperiod，China’Senterpriseswillfaceevenmorefiercema

2、rketcompetition，especiallymultinationalenterprisestorelyonitsinternationalbrand，continuetooccupytheChinesemarketshare，SOthatenterprisesinourcountryatacriticalnationalbrandcompetition，lotofbrandsofChineseenterprisesonthinice．Becauseoftechnologicalinnovationcycleshortened，globalproductcy

3、clesareshorteningthealternative，SOtheproductofinternationalcompetitionisbecomingincreasinglybrand．AccordingtotheUnitedNationsIndustrialProgramstatistics．accountingforlessthan3％ofglobalbrandofbrand—nameproductsaccountedfor40％oftheglobalmarket，globalsalesof50％．Corporateandproductbrandisa

4、symbolrepresentativeoftheexternalcompetitiveadvantageofenterpriseperformanceisthatithasitsownbrand．Itcanbeseenthatinmodemeconomicactivities，brandingforenterprisesofgreatsignificanceandrole．Therefore，thispaperarefromthecorecompetenceandtherelationshipbetweenbrandstrategyperspective，toan

5、alyzethe“WongLoKat”brandstrategymanagement，researchonChina’SbeveragebusinesseshowtoimplementbrandstrategyandeffectivemanagementtoenhancetheCOrecompetenceofenterprises，thuscontributingtothestrategicobjectivesofenterprisestheimplementation．Atthesametime，throughthe“WongLoKat“brandofstrate

6、gicmanagementresearch，highlightthestrategicmanagementofbrandstoenhancetheenterprise’Scorecompetenceofthegreatroleofotherrelevantbeverageenterprisesinourcountrytoimplementeffectivemanagementofthebrandstrategycandrawontheideasandconclusions，whichinallincreasinglyintensecompetitioninthebe

7、veragemarkettoexplorethesuitablebusinessortheindustry’Sbranddevelopment．Thepaperisdividedintosevenchapters．Chapteronearepartofpreface，Ⅱintroductionofthebackgroundtothestudyofthispaper，themeaningandobject；secondchapterisliteraturereview，mainlyforbrandstrategy，thecorecompetenceofenterp