摘要

国务院总理朱容基曾提出：“牌子就是企业信用，是企业赖以生存的基础，是社会主义市场经济中企业竞争能力的综合表现”

2006年复旦大学余明阳与姜炜教授指出从消费者角度讲，品牌是消费者对品牌认知的心理(主观)意义。消费者对品牌认知意义主要包括对品牌功能性意义的认识和品牌形象象征性意义的认识。在市场高度趋于同质化的市场条件下，消费者对品牌形象的象征性意义认识就显得尤为重要。同时会出现很多品牌混淆、品牌认识不清的状况。

从目前学者、业界的理论、实践的研究状况来看，国外企业品牌管理理论比较完善，品牌管理方面的研究始终紧跟竞争形势的变化而推陈出新。但是对于品牌管理方面的研究还是比较少的。近年来，虽然我国对品牌的研究不断推进，取得了相当成就，汾江牌电线电缆聘请的一些专家和研究机构相继根据汾江牌电线电缆企业的现状，探索适于汾江牌电线电缆企业的品牌管理理论。从总体上说，汾江牌电线电缆的品牌管理研究基本上还处于向西方先进理论的学习、消化吸收阶段，还有待进一步的提高和完善。由于品牌管理是对品牌的全方位、全过程的管理，要有效地进行品牌管理，还需要对与品牌管理相辅相成的企业品牌理念、企业品牌战略体系、品牌保障体系及品牌运作体系、企业文化保障体系等一整套完整的品牌支撑体系进行研究，这将是今后汾江牌电线电缆品牌管理研究的方向。

本文从介绍品牌管理的基本概念与模型开始，简要介绍了汾江牌电线电缆品牌管理基本概况，接着详细分析了汾江牌电线电缆品牌定位管理、品牌推广管理、品牌服务管理、品牌质量管理的发展现状，结合汾江牌电线电缆自身发展的特性，分析了汾江牌电线电缆品牌管理存在的问题;最后根据这些问题提出有针对性的优化汾江牌电线电缆品牌发展的策略，真正做到提升汾江牌电线电缆品牌价值的效果，促进汾江牌电线电缆品牌的健康发展，为广东珠江电缆有限公司带来更大的利益。

关键词：汾江牌电线；品牌管理；问题；策略

Research on Brand Management of Fenjiang Brand Wire

Abstract

Premier Zhu Rongji has put forward: “brand is the enterprise credit, is the basis for the survival of enterprises, is the socialist market economy, the comprehensive performance of enterprise competitiveness”

In 2006, Fudan University, Professor Yu Mingyang and Professor Jiang Wei pointed out that from the consumer point of view, the brand is the consumer’s brand awareness of the psychological (subjective) meaning. Consumer awareness of the brand mainly includes the understanding of the functional significance of the brand and the symbolic meaning of brand image. In the market trend tends to homogenize the market conditions, the consumer symbolic meaning of the brand image is particularly important. At the same time there will be a lot of brand confusion, brand awareness unclear situation.

From the current scholars, the theory of the industry, the practice of research situation, foreign brand management theory is relatively perfect, brand management research has always followed the changes in the competitive situation and innovation. But for the brand management research is still relatively small. In recent years, although China’s brand research continues to advance, and achieved considerable success, Fenjiang brand wire and cable to hire some experts and research institutions have been based on Fenjiang brand wire and cable business status, to explore suitable for Fenjiang brand wire and cable business Brand management theory. In general, Fenjiang brand wire and cable brand management research is still in the western advanced theory of learning, digestion and absorption stage, yet to be further improved and improved. As the brand management is the brand of all-round, the whole process of management, to effectively carry out brand management, but also need to complement the brand management of the corporate brand concept, corporate brand strategy system, brand security system and brand operation system, corporate culture System and so on a complete set of brand support system for research, which will be the future Fenjiang brand wire and cable brand management research direction.

This paper introduces the basic concept and model of brand management, introduces the basic profile of Fenjiang brand wire and cable brand management, and then analyzes the brand positioning management, brand promotion management, brand service management and brand quality management of Fenjiang brand wire and cable in detail The paper analyzes the problems existing in the brand management of Fenjiang brand wire and cable in the light of the characteristics of Fenjiang brand wire and cable itself. Finally, according to these problems, it puts forward the strategy of optimizing the development of Fenjiang brand wire and cable brand. Enhance the Fenjiang brand wire and cable brand value of the effect, and promote the Fenjiang brand wire and cable brand health development for the Guangdong Pearl River Cable Co., Ltd. bring greater benefits.

Key words: Fenjiang brand wire; brand management; problem; strategy

第一章结论…………………………………………………………………………………………………………………. 1

1.1 研究背景及意义…………………………………………………………………………………………………….. 1

（一）品牌的内涵……………………………………………………………………………………………………….. 2

（二）品牌管理理论…………………………………………………………………………………………………….. 2

（三）品牌管理的内容…………………………………………………………………………………………………. 3

1.3 研究内容和研究方法………………………………………………………………………………………………… 4

第二章汾江牌电线的概况及环境分析…………………………………………………………………………….. 5

2.1汾江牌电线的概况…………………………………………………………………………………………………… 5

2.2 环境分析………………………………………………………………………………………………………………. 5

2.3 SWOT分析……………………………………………………………………………………………………………… 6

2.4本章小节………………………………………………………………………………………………………………. 7