基于品牌價(jià)值的品牌創(chuàng)新研究——以燕京啤酒品牌為例.pdf

1、桂林理工大學(xué)碩士學(xué)位論文基于品牌價(jià)值的品牌創(chuàng)新研究——以燕京啤酒品牌為例姓名：何建軍申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：連漪20090401AbstractHeatedinacomplexenterprisecompetitiveness，thebrand’Scompetitivenesshasbeenelevatedtothehighestlevel，thebrandhasgraduallybecomethecorecompet

2、itivenessofenterprises，andbrandinnovationisanecessaryconditionforsustainabledevelopmentToday，competitiveisaprerequisiteforfacingtheworld，whilecontinuingtoconductbusinessonlyinordertoensureastrongbrandinnovationandcompeti

3、tivenessBrandInnovationisthemeanstoseekselfdevelopmentofthebrandinordertoadapttothetimesofchangeandprogressinscienceandtechnologytheprocessofdynamictransformationWiththedevelopmentofitsdevelopmentwiththeslLrroundingpolit

4、ical，economic，social，environmental，technologicalchangeandchange，throughitsownchangestomeetthechangingneedsofcustomers，inexchangeforcustomerloyaltyforthebrandSOastoenhancethebrandvalue，atthesametimeprovidesubstantialretum

5、sforthecompanytomaintainthecompanysprofitgrowthTherefore，onlyinnovationcanensurethetimehonoredbrandthebrandchangedthemarketisboundtobeeliminatedThisstudyisbasedonthepremiseofthispaperrelatedtoexistingbrandsbasedonthetheo

6、ry，firstofall，thebrandconceptofinnovationrelatedconnotationdefined，intoallanalysisofexistingliteratureandexamplesofbrandinnovationAndassessmentofexistingtheoriesofbrandvalueforthecombinationofpointsfromtenelementsoftheAa

7、kermodelandInterbrandforwaystobuildfinancialvaluetobrandvalueandbrandequitybrandnewtwodimensionalmodeloftheeffectofevaluation；Finally，YanJingBeerBrandinnovationandtheempiricalevaluationoftheeffectivenessanalysis，andinnov