This article is a compilation of 10 graduation theses related to the topic of corporate brand strategy, including 5 journal papers and 5 dissertations on the implementation of famous brand strategy, to provide reference for relevant personnel to write graduation theses.
1. [Journal Paper] Research on Corporate Brand Strategy in the Context of "Internet +"-Based on the Case Study of Beijing ByteDance Co., Ltd
Journal: Knowledge Economy | Issue 003, 2021
Abstract:Based on the research perspective of "Internet+", this paper conducts an in-depth study on the strategic positioning of Beijing ByteDance's own brand and its corresponding business model, and summarizes relevant conclusions and enlightenments, in order to inspire the brand strategic transformation of other Internet companies in the context of "Internet+".
Key words: "Internet +", brand strategic positioning, business model
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2. [Journal Paper] Research on Corporate Brand Strategy in the Context of "Internet+": Based on the Case Study of Beijing ByteDance Co., Ltd
Journal: Knowledge Economy | Issue 003, 2021
Abstract:Based on the research perspective of "Internet+", this paper conducts an in-depth study on the strategic positioning of Beijing ByteDance's own brand and its corresponding business model, and summarizes the relevant conclusions and enlightenments, in order to inspire the brand strategic transformation of other Internet companies in the context of "Internet+".
Key words: "Internet +", brand strategic positioning, business model
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3. [Journal Paper] Problems and countermeasures of small and medium-sized enterprises in implementing brand strategy
Journal: Brand | Issue 020 of 2019
Keywords: SMEs, brand strategy, issues
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4. [Journal Paper] Analysis of the problems and countermeasures of small and medium-sized enterprises in the implementation of brand strategy
Periodical: National Circulation Economy | Issue 027, 2019
Keywords: small and medium-sized enterprises, brand strategy, brand extension strategy
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5. [Journal Paper] The current situation, existing problems and countermeasures of Dongguan enterprises' independent brand strategy
Journal: Journal of Dongguan Institute of Technology | Issue 006, 2019
Keywords: Dongguan enterprises, independent brands, strategic system
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6. [Dissertation] Analysis of the enterprise value of Yanghe Co., Ltd. from the perspective of brand strategy
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封面
声明
中文摘要
英文摘要
目录
第1章 绪论
1.1 研究背景及意义
1.2 品牌战略与企业价值研究现状
1.3 研究内容
1.4 研究方法
1.5 研究创新与不足
第2章 理论基础与相关概述
2.1 品牌理论
2.2 有效市场假说
2.3 资本定价模型
2.4 资本预算评估理论
第3章 洋河股份品牌战略下企业价值初步分析
3.1 白酒行业的现状分析
3.2 洋河股份品牌战略分析
3.3 洋河股份近年来的品牌战略实施情况
3.4 洋河股份品牌战略下企业价值的驱动因素
3.5 洋河股份品牌战略分析小结
第4章 洋河股份企业价值评估
4.1 剩余收益估值模型
4.2 层次分析法
4.3 品牌剩余收益
4.4 净资产剩余收益
4.5 剩余收益与企业价值的计算
第5章 结论与展望
5.1 结论
5.2 洋河股份提升企业价值未来的展望
参考文献
附录 调查问卷
个人简历 攻读学位期间发表的学术论文
致谢 Bibliographic Items
Discipline: Master of Accounting
Degrees awarded: Master's
Year: 2019
Language: Chinese
CLC:Enterprise Economy;Economic Planning and Management
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7. [Dissertation] Research on the Factor Brand Strategy of Fiber Manufacturing Enterprises in the Textile Industry
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封面
声明
摘要
英文摘要
目录
第1章引言
1．1研究背景和目的
1．2研究问题和内容
1．3研究方法
1．4论文结构
第2章问题的提出
2．1．1品牌价值
2．1．2要素品牌战略
2．1．3 B2B2C价值链
2．1．4推动战略
2．2行业背景
2．2．1纺织行业简介与背景
2．2．2纺织行业纤维制造企业实施要素品牌战略的意义
第3章纺织行业纤维制造企业要素品牌战略的制定与实施
3．1要素品牌的差异化价值
3．2要素品牌战略的制定
3．3莱卡公司要素品牌战略的实施
3．3．1洞察终端市场需求
3．3．2价值链整合(产业联盟)
3．3．3品牌拉动
3．4戈尔特斯公司要素品牌战略的实施
3．4．2拉动战略—对顾客的承诺
3．4．3与零售商及各方关系的紧密联系
3．4．4创造要素品牌价值
第4章纺织行业纤维制造企业要素品牌战略实施效果研究
4．1莱卡公司要素品牌战略的实施效果
4．1．1提升客户的忠诚度
4．1．2整合产业价值链
4．1．3提升要素品牌价值
4．2戈尔特斯公司要素品牌战略的实施效果
4．2．1设立行业进入壁垒
4．2．2提升最终产品价值
4．2．3成就品牌中的品牌
4．3莱卡和戈尔特斯要素品牌战略实施效果比较及原因分析
4．3．1品牌背景
4．3．2要素性质
4．3．3价值主张
4．3．4推拉方式
第5章纺织行业纤维制造企业要素品牌战略实施的关键因素
5．1利用拉动效应
5．2持续科技创新
5．3知识产权保护
5．4提升服务质量
第6章结论与展望
6．1结论
6．2中国纤维要素品牌的发展
6．2．1精确定位
6．2．2寻求合作
6．2．3品牌战略
6．3发展与展望
参考文献
致谢
个人简历 Bibliographic Items
Discipline: Master of Business Administration
Degrees awarded: Master's
Year: 2019
Language: Chinese
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8. [Dissertation] Research on Brand Strategic Management of Science and Technology Enterprises
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封面
声明
中文摘要
英文摘要
目录
1 绪论
1.1 研究背景与意义
1.1.1 研究背景
1.1.2 研究意义
1.2相关概念界定与理论研究综述
1.2.1品牌的相关内涵
1.2.2科技型企业的界定
1.2.3品牌管理理论研究
1.2.4企业战略管理与品牌战略理论研究
1.2.5对相关理论研究的综合评述
1.3研究方法、内容、框架结构与创新点
1.3.1研究方法
1.3.2研究内容
1.3.3框架结构
1.3.4主要创新点
2科技型企业品牌战略管理的现状分析与案例研究
2.1对科技型企业实施品牌战略的传统观点与重新认知
2.2大陆科技型企业实施品牌战略管理存在的普遍问题
2.2.1 品牌认识不明确，战略目光不长远
2.2.2品牌定位不清晰，核心价值文化缺失
2.2.3品牌传播和推广缺乏整体规划
2.2.4知识产权的运营管理与保护程度仍不充足
2.3大陆科技型企业品牌战略管理问题的原因分析
2.3.1市场发展和理论研究的历史原因
2.3.2政府政策和宏观指导的管理原因
2.3.3 消费者对科技行业与产品的认知度原因
2.3.4 企业自身品牌意识、战略规划、规模实力、法律观念原因
2.4大陆华为公司的科技品牌战略管理的案例研究
2.4.1华为公司品牌战略实施的经验历程
2.4.2华为公司品牌战略实施的有益启示
3科技型企业品牌战略管理的系统规划与模型构建
3.1运用系统思维规划企业品牌战略管理
3.1.1关于系统的三个要件
3.1.2规划企业品牌战略体系
3.2构建科技型企业的品牌战略管理操作模型
3.2.1品牌战略管理操作模型
3.2.2品牌战略的构成要素
3.2.3品牌战略管理实施方案
3.2.4品牌战略管理执行保障
4科技型企业品牌战略要素分析
4.1主体要素分析
4.1.1科技型企业的突出特征
4.1.2 科技产品的品牌差异化特点
4.2客体要素分析
4.2.1品牌素质分析
4.2.2 品牌建设力分析
4.3环境要素分析
4.3.1宏观环境分析
4.3.2微观环境分析
5科技型企业品牌战略管理的实施方案
5.1提炼并确立科技型企业品牌核心价值的主导地位
5.1.1正确理解与提炼企业品牌核心价值
5.1.2以核心价值贯穿一切品牌管理活动
5.2建立并完善科技型企业的品牌识别系统
5.2.1品牌的视觉识别
5.2.2品牌的行为识别（BI系统）
5.2.3品牌识别系统的调整策略
5.3优化科技型企业品牌战略架构与组合方式
5.3.1品牌化战略模式细分
5.3.2品牌组合的内部关系
5.3.3优化选择品牌战略架构
5.4整合科技型企业品牌的营销策略与推广传播
5.4.1梯级递进的营销策略
5.4.2品牌推广的三个阶段
5.4.3整合品牌传播的必要性
5.5适时推动科技型企业品牌扩张与价值提升
5.5.1品牌价值链与价值实现路径
5.5.2解析品牌价值提升矩阵
6科技型企业品牌战略管理的保障措施
6.1制度与组织保障
6.1.1制度保障措施
6.1.2组织保障措施
6.2人才与文化保障
6.2.1人才保障措施
6.2.2文化保障措施
6.3品牌危机处理
6.3.1事前预防措施
6.3.2事中处理原则
6.3.3事后品牌重塑
7结论与展望
致谢
参考文献
个人简历、在学期间发表的学术论文及取得的研究成果 Bibliographic Items
Subject: Intellectual Property Management
Degrees awarded: Master's
Year: 2019
Language: Chinese
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9. [Dissertation] Research on the Implementation of Employer Brand Strategy by Mainland Enterprises: A Case Study of Company F
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Bibliographic Items
Discipline: Business Administration
Degrees awarded: Master's
Year: 2010
Language: Chinese
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10. [Dissertation] Research on the Brand Strategy of Chinese Enterprises
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封面
文摘
英文文摘
前言
第一章品牌和品牌资产概述
第二章品牌战略管理理论
第三章成功品牌案例
第四章中国企业在品牌战略管理方面的现状和问题
第五章中国企业建立强大品牌的策略
结束语
参考资料
注释 Bibliographic Items
Discipline: International Trade
Degrees awarded: Master's
Year:2005
Language: Chinese
CLC: Enterprise Modern Management, Business Decision-making
Enterprise strategy analysis report, power industry market prospect and investment strategic planning analysis report#Research reportIndustrial Research Institute Strategic Planning Analysis Report.
The "Analysis Report on Market Prospect and Investment Strategic Planning of China's Power Industry" released by Zhiyanzhan Industry Research Institute analyzed the prospects of the power industry.
Electricity is an energy enterprise strategic analysis report powered by electric energy, invented in the 70s of the 19th century, the invention and application of electricity set off the second industrialization climax, becoming one of the three scientific and technological revolutions in the world since the 18th century in human history.
Since then, technology has changed people's lives. The large-scale power system that emerged in the 20th century is one of the most important achievements in the history of human engineering science, and is a power production and consumption system composed of power generation, transmission, transformation, distribution and consumption. It converts the primary energy of nature into electricity through mechanical energy devices, and then supplies electricity to various users through transmission, transformation and distribution.
The main modes of electricity generation are: thermal power generation (coal and other combustibles), solar power generation, large-capacity wind power generation technology, nuclear power generation, hydrogen power generation, hydropower generation, etc. With the development of the mainland's economy, the scale of power generation and electricity consumption in the mainland has always been huge, and it will maintain a growth trend in the future.
In addition, in order to take into account environmental issues, the proportion of clean energy power generation in the mainland has gradually increased. And the mainland has set up a long-term plan to 2035, so that clean energy power generation can face the pressure of growing power generation demand. The power industry is one of the first industries to implement reforms among the many monopoly industries in the national economy.
In recent years, the mainland's power industry has maintained a rapid development speed and has also made great achievements, with generator capacity and power generation ranking first in the world. From 2015 to 2020, the country's power generation continued to rise. According to the statistics of the China Electricity Council, the national full-caliber power generation in 2020 was 7.62 trillion kWh, a year-on-year increase of 4.05%. During the "13th Five-Year Plan" period, the average annual growth rate of the country's full-caliber power generation was 5.8%.
In addition, although the mainland will focus on the development of nuclear power and new energy power generation in recent years, the current scale of thermal power generation still accounts for a very large proportion. In 2020, 69% of the power generation of generators in the power generation structure of the mainland came from thermal power, but the change of power generation structure from 2014 to 2020 can be seen that the proportion of thermal power generation in the mainland is gradually declining, and the proportion of power generation from other energy sources such as wind power, photovoltaic energy, and nuclear energy is gradually increasing.
The development trend of the power industry, as an important pillar industry of the mainland's national economy, the mainland's power demand will continue to grow with the development of the country's industry in the future. However, due to environmental problems, clean energy power generation has become the main development trend of the mainland power industry:
Trend 1: Coal-fired power flexibility transformation.
With the accelerated development of new energy and the change of electricity consumption characteristics, the demand for peak shaving capacity of the system will continue to increase. There are few hydropower stations with regulation capacity in the mainland, the proportion of gas power is low, and coal power is the most economical and reliable peak shaving power source at present, and the market positioning of coal power will gradually change from the traditional main power supply that provides electricity and electricity to a regulated power supply that provides reliable capacity, electricity and flexibility. The number of coal-fired power utilization hours will continue to decline, and it is expected to fall to less than 4,000 hours by 2030.
Trend 2: Clean energy has become the focus. Under the 2021 "14th Five-Year Plan", the strategic analysis report on deepening the supply-side structural reform and development of low-carbon power enterprises for the power industry is proposed, which is to reduce pollutant emissions and achieve clean, efficient and sustainable development of the power industry through the efficient use of energy and clean energy development.
The mainland has put forward relevant plans for photovoltaics, hydropower, nuclear power, etc., requiring clean energy power generation to be able to start undertaking major power generation tasks.