摘 要
品牌战略规划与企业长期发展的关系研究旨在探讨在复杂多变的市场环境中，品牌战略规划对企业实现可持续发展的重要意义。随着市场竞争日益激烈和消费者需求不断变化，如何通过有效的品牌战略规划来提升企业的核心竞争力成为重要课题。本研究基于资源基础理论与利益相关者理论，采用定性研究与定量分析相结合的方法，选取多个行业具有代表性的企业作为样本，深入剖析品牌战略规划涵盖的品牌定位、品牌形象塑造、品牌传播等要素对企业长期发展的影响路径。研究发现，精准的品牌定位有助于企业明确目标市场并挖掘潜在需求；良好的品牌形象能够增强消费者认同感与忠诚度；有效的品牌传播可扩大品牌影响力，三者协同作用促进企业在市场份额、盈利能力及社会声誉等方面取得显著成效。
关键词：品牌战略 长期发展 品牌定位
Abstract
The research on the relationship between brand strategic planning and long-term development of enterprises aims to explore the significance of brand strategic planning to the sustainable development of enterprises in the complex and changeable market environment. With the increasingly fierce market competition and the continuous changing of consumer demand, how to improve the core competitiveness of enterprises through effective brand strategic planning has become an important topic. This study is based on the resource theory and stakeholders theory, using the combination of qualitative research and quantitative analysis, select multiple industry representative enterprises as samples, deeply analyze the brand strategy planning covers brand positioning, brand image building, brand communication elements on the long-term development of enterprise path. Research shows that accurate brand positioning helps enterprises to identify target market and explore potential demand; good brand image can enhance consumer identity and loyalty; effective brand communication can expand the brand influence to achieve significant results in market share, profitability and social reputation.
Keyword: Brand strategy long-run development brand positioning
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法与思路 6
2品牌战略规划的理论基础 6
2.1品牌战略规划的概念界定 6
2.2品牌战略规划的核心要素 7
2.3品牌战略规划的构建框架 7
3品牌战略规划对企业长期发展的影响机制 8
3.1企业形象塑造与市场竞争力 8
3.2客户忠诚度与品牌资产积累 9
3.3创新驱动与可持续发展能力 9
4品牌战略规划的成功案例研究 10
4.1案例选择与研究方法 10
4.2品牌战略规划的实施过程 11
4.3对其他企业的借鉴意义 11
5结论 12
参考文献 13
致谢 14
品牌战略规划与企业长期发展的关系研究旨在探讨在复杂多变的市场环境中，品牌战略规划对企业实现可持续发展的重要意义。随着市场竞争日益激烈和消费者需求不断变化，如何通过有效的品牌战略规划来提升企业的核心竞争力成为重要课题。本研究基于资源基础理论与利益相关者理论，采用定性研究与定量分析相结合的方法，选取多个行业具有代表性的企业作为样本，深入剖析品牌战略规划涵盖的品牌定位、品牌形象塑造、品牌传播等要素对企业长期发展的影响路径。研究发现，精准的品牌定位有助于企业明确目标市场并挖掘潜在需求；良好的品牌形象能够增强消费者认同感与忠诚度；有效的品牌传播可扩大品牌影响力，三者协同作用促进企业在市场份额、盈利能力及社会声誉等方面取得显著成效。
关键词：品牌战略 长期发展 品牌定位
Abstract
The research on the relationship between brand strategic planning and long-term development of enterprises aims to explore the significance of brand strategic planning to the sustainable development of enterprises in the complex and changeable market environment. With the increasingly fierce market competition and the continuous changing of consumer demand, how to improve the core competitiveness of enterprises through effective brand strategic planning has become an important topic. This study is based on the resource theory and stakeholders theory, using the combination of qualitative research and quantitative analysis, select multiple industry representative enterprises as samples, deeply analyze the brand strategy planning covers brand positioning, brand image building, brand communication elements on the long-term development of enterprise path. Research shows that accurate brand positioning helps enterprises to identify target market and explore potential demand; good brand image can enhance consumer identity and loyalty; effective brand communication can expand the brand influence to achieve significant results in market share, profitability and social reputation.
Keyword: Brand strategy long-run development brand positioning
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法与思路 6
2品牌战略规划的理论基础 6
2.1品牌战略规划的概念界定 6
2.2品牌战略规划的核心要素 7
2.3品牌战略规划的构建框架 7
3品牌战略规划对企业长期发展的影响机制 8
3.1企业形象塑造与市场竞争力 8
3.2客户忠诚度与品牌资产积累 9
3.3创新驱动与可持续发展能力 9
4品牌战略规划的成功案例研究 10
4.1案例选择与研究方法 10
4.2品牌战略规划的实施过程 11
4.3对其他企业的借鉴意义 11
5结论 12
参考文献 13
致谢 14
