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探析战略联盟对企业品牌提升的影响


全文字数:11000字左右  原创时间:<=2022年

【内容摘要】

随着新经济时代的日益发展,品牌的概念日趋重要,现代经济已成为品牌经济,而如何提升品牌也就成了热点话题。战略联盟作为一种行之有效的竞争模式,在经济危机横扫全球的情势下备受关注,强强联手也罢,强弱互补也罢,为的就是在竞争中存活。本文着力于探析战略联盟对企业品牌提升的影响。通过阐述战略联盟对企业的影响分析得出战略联盟在品牌资产溢价、品牌认知度及品牌忠诚度、更好的品牌战略及品牌管理和自身品牌方面对品牌提升有影响力,并通过对实例的分析,最终得出了战略联盟实施得当是可以对企业品牌进行强有力提升的。【关键词(本论文范文的主要论点)】战略联盟 企业品牌 品牌提升

 

 


Abstract
With the development of new economic era, the concept of brand is more and more important. The modern economy has become brand economy, therefore, how to enhance the brand of the corporate has become a hot topic. Strategic alliance as an effective form for competition, it has caused a great concern under the situation of economic crisis world wide. No matter the organization is in win-win situation or they have complementary advantages with each other, they share a common purpose which is to survive in the competition. This article will focus on the impact of strategic alliances on the enterprises’ brand promotion. We can conclude strategic alliances have an effect on the brand promotion in premium brand equity, brand awareness and brand loyalty. It also demonstrates that better brand strategy, brand management and their own brands will affect the brand promotion. Through the real case of “Anyeat”, it concludes that it can strengthen promote the enterprises’ brand if the corporate can adopt an effective strategic alliances.
Keywords:  strategic alliance   enterprises’ brand 

 

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