摘 要
产业进化的内在动力、同质化市场所带来的日益残酷的竞争以及边际利润的
剧减,迫使B2B企业的运营自内部驱动型向外部驱动型(市场驱动)转变,营
销的逻辑也从“由内及外”过渡到了 “由外而内”。在某些情况下,品牌塑造已
经成为一种必然的选择。成功的品牌战略能够为B2B企业带来实质性的利益,
包括帮助企业获得一定幅度的价格溢价从而获取更大的利润空间,使企业赢得更
多市场机会,提升抵抗风险的能力,同时也使企业获得长远的竞争优势。如何运
用目标明确、重点突出的品牌化战略取得竞争优势地位,从而更接近顾客,也更
接近成功,是每一个B2B企业迫在眉睫的问题。

本文首先阐明了选题背景和意义、国内外研究现状,概括了本文主要内容和
创新点。然后从品牌以及品牌管理的一般性理论开始,到B2B品牌相关理论进行
了理论梳理。在此基础上,以一家B2B企业——思博伦为对象,从其品牌决策、
品牌定位、品牌扩张、品牌组织架构和品牌传播等几个方面,对思博伦公司的品
牌管理的现状进行了多方面分析,从中总结出了该公司在品牌管理方面存在的问
题。接着,为验证思博伦品牌管理成效,采用综合评价法对其品牌力状况进行了
定性和定量相结合的分析,评价结果表明思博伦的品牌传播工作还有待改进。针
对以上两种方法得出的结论,提出相关的品牌策略建议。最后,对本文研究内容
进行总结,对本研究的未尽事宜,做出进一步建议。

关键词:品牌管理;策略;品牌力
I
华北电力大学硕士学位论文
Abstract
The internal driving force of industry evolution and increasingly fierce
competition brought about by the homogenization of the market and drastic reduction
of profit margins, is enforcing B2B companies operate internally motivated to
externally driven (driven by the market). In some cases,the branding has become an
inevitable choice. A successful brand strategy may bring B2B companies substantial
benefits, including getting more profit margins through obtaining a certain level of
price premium, winning more market opportunities, enhancing the ability to resist
risks, and also enabling them to obtain long-term competitive edge. To implement a
targeted, focused brand strategy to gain competitive edge, and get closer to the
customers and to success is the most concerned thing of a B2B company.
This paper first clarifies the background and significance of the research topic,
and summarizes the main content and points out the innovation points, and then
focuses on the general theory of brands and brand management and B2B brand
theories. On top of the brand theories and practice of a B2B company, CIBL, from the
aspects of brand decision-making, brand positioning, brand expansion, organizational
structure and brand communication, the current status of CIBL's brand management
is analyzed in this part, from which sum up the problems of the company's brand
management. And then,in purpose of verifying the CIBL brand management
effectiveness, by introducing a comprehensive evaluation method, qualitative and
quantitative integrated analysis of its brand power status is carried out. The
evaluation results indicate that there's much to do for CIBL in terms of brand
communication. Upon the conclusion of the above two methods, the following part
proposes brand strategies. In the final part, the content of this paper is summarized
and further recommendations are given on the topics not discussed in this paper.
Keywords: brand management; strategy; brand power