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本案例描述了冠生园集团"大白兔"硬糖系列的上市决策经过。"大白兔"品牌原只有牛奶软糖产品,而其主要的竞争对手先后纷纷推出了牛奶硬糖系列。冠生园集团为了适应市场变革、扩大市场份额,拟推出定位于年轻白领市场的"大白兔"硬糖系列"优浓"新品牌。在新产品上如何使用"大白兔"和"优浓"品牌名称就成为一个基本的决策问题。冠生园集团市场部采取比稿方式征求方案。最终,立新公司推荐担保品牌战略,强调广告口号与歌曲的方案脱颖而出。然而,"优浓"品牌推出市场6个月后,销量始终不太乐观。于是,冠生园集团市场部委托优迪咨询公司进行市场调查,探究个中原因。"优浓"品牌到底应该采用何种品牌化模式呢? 相似文献
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品牌延伸策略的分析与应用 总被引:12,自引:0,他引:12
品牌延伸(BrandExtensions),是指将一个现有的品牌名称使用到一个新类别的产品上.而品牌延伸策略是把现有成功的品牌,用于新产品或修正过的产品上的一种策略.品牌延伸并非只简单借用表面上已经存在的品牌名称,而是对整个品牌资产的策略性使用.本田企业利用"本田"之名推出了许多不同类型的产品,如汽车、摩托车、铲雪车、割草机、轮机和雪车等;三菱从重工业一直延伸到汽车、银行、电子乃至食品业.此外,品牌延伸策略还包括产品线的延伸(LineExtension),即把现有的品牌名称使用到相同类别的新产品上,推陈出新,从而推出新口味、新色彩、新配方、新包装的产品.如"乐百氏"相继推出"乐百氏"AD钙奶、"乐百氏"健康快车等. 相似文献
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家电品牌是否在进入"审丑"时代?如今,中国企业不光在营销模式上互相模仿,品牌名称、产品设计等方面都存在着同样的弊端,使中国家电产业同质化严重,品牌建设举步维艰—— 相似文献
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一、零售自有品牌概述1.自有品牌的含义自有品牌有很多的定义。在过去很多年,J.Walter Thompson的定义一直得到广泛使用:"以零售企业自己的品牌名称销售的产品,而该品牌只在该零售企业的门店中独家销售。"但现在,很多零售商和批发商使用不止一个名称来区别它们经营的自有品牌产品系列。并且,该类产品也不再只有零售企业自己的门店独家销售了。现在,尼尔森的定义包含了自有 相似文献
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现代的品牌命名策略不单单是给某一产品取个名称,实际上,“品牌命名”是一种高难度的思考过程,是品牌定位的深入过程的开始。我们之所以说“品牌命名”,而不用“产品命名”,就是因为“命名的过程”是一个将市场、定位、形象、情感、价值等转化为营销力量并启动市场定位与竞争的过程。品牌名称,不是一个简单的记号,它能强化定位,参与竞争,而且还以其可能隐含的形象价值“使某一品牌获得持久的市场优势”。品牌命名的目的是让品牌名称尽可能直接地服务于营销,有以下这些基本的策略需要考虑:目标市场策略、产品定位策略、描述性与随意性的命名… 相似文献
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本文主要以新华信咨询公司为研究对象,从品牌定位、品牌推广、品牌延伸、品牌保护四个方面来分析新华信咨询公司如何运用品牌营销理论获得成功,从而给其他咨询公司一些启示. 相似文献
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基于Carol模型,本文提出了一个测量品牌资产的定量方法,立足于公司财务层面,分解品牌资产的影响因素。以中国上证A股公司为实证研究的对象,检验本文构建的模型并得出结论,同时为中国企业的品牌建设提出了一些建议。 相似文献
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Azlan Amran Say Keat Ooi Riduan Toani Mydin S. Susela Devi 《Business Strategy and the Environment》2015,24(6):551-564
With increasing attention being paid to corporate sustainability, pressure from stakeholders, especially customers, is forcing companies to implement sustainability strategies and practices that express their commitment to sustainable development, and engage with stakeholders through voluntary sustainability disclosure. To better understand the sustainability disclosure mechanisms from a business strategy perspective, this study investigates the influence of business strategy, formulated by customer groups, on online sustainability disclosure. It provides empirical observation of Malaysian public‐listed companies based on the combined lens of stakeholder and legitimacy theory. Despite the comparatively low level of corporate sustainability disclosure in Malaysia, this content analysis of online sustainability information disclosure reveals that the companies with more diversified product lines disclose more sustainability information, and that the corporate sustainability effort is significantly related to brand name. Hence, companies should be encouraged to proactively improve their sustainability performance and disclose more sustainability information in order to strengthen their brand names. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment 相似文献
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Laura Poppo 《Journal of Management Studies》2003,40(2):403-430
ABSTRACT In this paper, we dismiss the traditional contingency argument that corporate staff should have minimal involvement with the decisions that its divisions make, because predictability, which underlies this contingency logic, is erroneous for most large corporations at this time. We offer an alternative theory of corporate involvement for the M‐form: under unpredictable environments greater interdependence of corporate staff with divisional operating decisions may be necessary to create value for the corporation. Since corporate staff cannot be involved in all divisional affairs, we empirically explore when corporate involvement is most likely. Building on transaction cost economics and the strategy literature, we reason that corporate staff may selectively involve itself in business level strategy and operating decisions when product characteristics signal threats to effective inter‐divisional coordination as well as opportunities for value creation. To explore this topic, we surveyed corporate managers of Fortune 500 companies. The results suggest some initial support for our theoretical argument: corporate staff is more likely to involve itself in business‐level decisions for uncertain products. We further find that when corporate staff is responsible for the capital investments used for the divisional venture, it is more likely to guide and influence product strategy decisions and inter‐divisional conflicts. We do not find, however, consistent evidence that specialized assets or brand‐name reputation trigger corporate involvement. Implications and limitations are further discussed. 相似文献
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This paper investigates whether a firm's environmental orientation influences corporate brand value. In the discussion on sustainable development, corporate participation is a given, and increasingly firms are adopting environmental policies and practices. This paper observes corporate environmentalism from two perspectives: environmental embeddedness – the level to which environmental values are incorporated in brand identity; and environmental performance – the level of a firm's accordance with environmental policies and good practices. Cross‐analysis of these two perspectives generates four types of corporate environmental orientation: leaders, performers, advocates and laggards. The results do not provide conclusive evidence for whether consumers reward environmental leaders and punish environmental laggards by converting their environmental opinions into brand perceptions and purchasing decisions. It is believed that the hypothesized relationships are moderated and mediated by other stimuli, so managers are advised not to negate corporate social responsibility, but rather to invest wisely in environmental activities and its communication. Copyright © 2008 John Wiley & Sons, Ltd and ERP Environment. 相似文献
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品牌延伸已是大势所趋,文章论述了企业品牌延伸的内涵及优势,并对目前企业品牌延伸中存在的问题进行分析,针对存在的问题提出切实可行的对策,以使企业在发展中扬长避短,更好地运用品牌延伸战略决策,从而实现企业经济效益最大化。 相似文献
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创业板公司上市后,解决了资金问题,人力资源管理却面临着严峻的挑战。本研究运用案例研究方法,深入分析创业板公司从民营公司走向公众公司过程中高绩效人力资源管理系统的演变与形成,认为高绩效人力资源管理系统是随着企业不同发展阶段的需要而不断的演进,并构建出高绩效人力资源管理系统的演变与形成模型。研究提出:企业家要用批判的眼光审视企业的人力资源,善于吸纳优秀的人力资源;运用高层管理者促进企业文化的形成;运用企业文化促进高绩效人力资源管理系统的形成。 相似文献
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龙真 《当代经理人(中旬刊)》2010,(3):108-110
系山英太郎何许人也?
根据《福布斯》杂志的调查和报道,系山英太郎是日本近二十年来惟一连续名列“世界富豪排行榜”前100名左右的大亨,身价高达4,150亿日圆,且无任何负债。他被誉为“日本巴菲特”,是一个在日本泡沫经济和全球不景气中仍然保持财富增值的魔法资本家; 相似文献
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独立董事的治理效果影响着上市公司的治理状况,本文从独立董事网络的声誉机制和信息传递机制出发,选取2008?2017年沪深A股上市公司作为研究样本,实证检验独立董事网络位置与企业税收规避的关系。研究发现:独立董事网络位置对企业税收规避有负向影响;与所处地区市场化程度较高的公司相比,所处地区市场化程度较低的上市公司独立董事网络中心度对公司税收规避程度的影响更强;管理层权力削弱了独立董事网络中心度对企业税收规避程度的抑制作用。进一步引入企业价值后发现,独立董事网络中心度可以抑制税收规避对企业价值的减损。本文的研究结果完善了税收规避行为价值的研究体系,也为研究独立董事是否有效发挥治理作用提供了新思路。 相似文献
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文章论述了企业创造品牌的运作方式,指出企业应该根据自身情况和客观市场环境具体问题,运用高低品牌双赢战略,使企业在市场竞争中取得事半功倍的效果。 相似文献
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Institutional Constraints,Stakeholder Pressure and Corporate Environmental Reporting Policies
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Isabel Gallego‐Alvarez Eduardo Ortas José Luis Vicente‐Villardón Igor Álvarez Etxeberria 《Business Strategy and the Environment》2017,26(6):807-825
Within the theoretical framework of socio‐political economics, and more specifically of stakeholder theory, this work examines whether companies operating under different institutional constraints and stakeholder pressure tend to emphasize different models of corporate environmental reporting. Furthermore, the paper tests whether different corporate environmental reporting policies are driven by the countries' corporate governance systems. A sample of 3931 international companies was examined through a logistic biplot and conditional mean linear regression models. The main results reveal that companies follow two distinct environmental reporting approaches, which depend on specific stakeholders and institutional requirements. The first model, which is followed by firms within codified law countries, mostly focuses on water and emissions. The second approach, mainly followed by companies operating in common law countries, emphasizes materials and energy issues. This finding reveals that companies gradually modify their environmental strategies to make themselves more compatible with the characteristics of the social and institutional environment, which will result in several corporate benefits. The paper provides several outstanding implications for companies' strategic managers, national institutions and firms' stakeholders, especially for investors and customers. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment 相似文献