文档介绍：华中科技大学
硕士学位论文
中国准世界级企业的营销与品牌案例研究
姓名:陈维维
申请学位级别:硕士
专业:企业管理
指导教师:田志龙
20090522
华中科技大学硕士学位论文
摘要
本研究选取了四家案例企业,旨在探讨中国准世界级企业的营销与品牌策略。
研究首次将企业成长阶段视角作为一个维度,动态分析准世界级企业的营销与品牌
发展道路。同时,将对应的四家世界级标杆企业纳入研究范围,通过对比研究探讨
准世界级企业与之的差距以及未来努力的方向。即探讨了两个问题:⑴准世界级企
业发展过程中有哪些规律和经验?⑵准世界级企业相比世界级企业有哪些差距,未
来努力的方向在哪里?研究发现:
在创业期,准世界级企业利用服务策略来弥补产品方面的不足,打动客户的同
时,也为产品品质和技术的提升赢得了宝贵时间。在成长期和成熟期,随着企业产
品逐渐打开市场,产品策略得到了积极应用。品牌策略也在这一时期逐步专业化。
服务策略由弥补手段转变为超越客户期望的辅助手段。渠道策略在成长各阶段变化
灵活,原则是充分整合资源降低渠道成本。
准世界级企业与世界级企业的差距更多的体现在理念上。准世界级企业现在仍
主要定位于产品提供商,而世界级企业已经向综合解决方案提供商转型。世界级企
业将客户导向渗透到服务乃至价值链的各环节,而准世界级企业对客户的深入研究
明显不足。有些差距是企业资源积累所决定的:在品牌策略方面,准世界级企业还
处于专业化初期;在渠道策略方面,准世界级企业信息化建设还不足。本论文建议:
准世界级企业要把自己放到一个更大的背景之下,清楚地看到自己的位置,定位未
来的方向。

关键词:准世界级,标杆企业,案例研究,营销,品牌
I
华中科技大学硕士学位论文
Abstract
This study aims to discuss marketing and branding of Chinese quasi world-class
companies. It initially involves growth stage as a dimension, dynamically analyzing
pathway of quasi world-panies’ marketing and branding. Meanwhile, relative
world-class panies are included in this research scope, and the gap
between quasi world-class and world-panies, as well as suggestions are given. In
conclusion, This study answers the following two questions: ⑴ In terms of different
stages, what is the experience in marketing and branding of quasi world-panies?
⑵ Compared with world-panies, where do quasi world-panies go?
The result of this study shows as follow:
In birth stage, quasi world-panies capitalize on service strategy to make up
the lack of high quality, touching customers as well as saving time to improve it and
technology. In growth and maturity stages, as product market is expanded, product
strategy is applied positively. Branding strategy es professional too. Service strategy
turns from remedy measure to supplementary means to exceed customer expectation.
Place strategy is flexible in each stage, with the principle that the key factor to consider is
greatly integrating r