奔泰公司品牌竞争力研究-工商管理专业论文.docxVIP

PAGE PAGE 10 the company. The improvement of brand competitiveness requests company has a clear long term strategy and right method to handle brand business model. The article has given a new brand payoff model and pricing model which are different from OEM business. It also introduced the ideas of the business procedure and RD development principle reformation. In the same time, the article stresses the sales channel importance to brand product sales and differentiation in marketing strategy for brand business. Except those topics, the writer also thought from a global company view to analysis the market re-segmentation and supplier chain re-construction opportunities during the globalization of business. At the end of the article, it claims the importance to have a brand crisis management system and how to protect I.P. in China market from a long-term development point of view. It starts from introduce the theory of brand competitiveness and describe the origin, effectiveness of the brand competitiveness and how it related to company core competency. Later on, it has analysis the advantage and disadvantage of OEM business and brand business, based on that the article reviewed current business situation of Pentair China, finally provided practicable brand development countermeasures and setup payoff and pricing model of brand business. KEY WORDS: Brand Competitiveness, Core Competitiveness, Payoff Model, Pricing Model 目录 第一章 绪论………………………………………………………………………………………..…..8 1.1 问题的提出………………………………………………………………………………………...8 1.2 研究的目标和意义………………………………………………………………………………..9 1.3 国内外文献回顾…………………………………………………………………………………...9 1.3.1 国外研究现状…………………………………………………………………………………...9 1.3.2 国内研究现状…………………………………………………………………………………...11 1.4 研究方法及内容…………………………………………………………………………………...12 第二章 品牌竞争力理论概述 ………………………………………………………………………13 2.1 品牌竞争力的概念 ……………………………………………………………………………...13 2.2 品牌竞争力的来源………………………………………………………………………………...14 2.2.1 品牌竞争力的内部来源………………………………………………………………………...14 2.2.2 品牌竞争力的外部来源………………………………………