首先，本文在明确了研究背景、研究目的、研究内容、研究方法和技术路线
的基础上，对国内外相关文献进行梳理，详细界定、分析了工业品的定义及分类、
工业品市场的特征、品牌资产的定义、品牌资产的维度、工业品品牌的定义及重
要性以及工业品品牌相关研究。根据文献综述，本文选定了品牌知名度、品牌忠
诚度、品牌联想、感知价值/质量这几个维度作为工业品品牌资产的构成
其次，根据以上选取的品牌资产构成维度，本文进行了深度访谈的提纲开发，
同时对兰宝公司的客户进行了深度访谈，了解兰宝公司在品牌资产构建方面的状
况，挖掘其优势及弱势。访谈结果表明：（1）兰宝公司品牌知名度较好，品牌
辨认度较高，但品牌其他方面的传播还不够广泛。（2）兰宝公司品牌忠诚度较
高。（3）兰宝公司品牌联想度不高。（4）兰宝公司品牌感知质量较高，感知价
值不明显
最后，针对兰宝公司的品牌资产构建情况提出相关建议与意见，并指出本文
的局限和未来可延伸方向
关键词：兰宝公司；工业品；品牌资产II
Abstract
With the arrival of the new technology revolution, the world begin to enter the
information agermation and innovation is particularly important. The 13th Five
Year Plan of our country also explicitly put forward thatthe innovation is the first
driving force of the developmentandopen developmentconcept. In the process
of the using information, the first thing to solve is to obtain accurate and reliable
information. The sensor is the main ways and means to access to natural and
production information. Our country also pay more and more attention to the industry
of sensor, and the competition of sensor market is increasingly fierce. If a company
want to win in the competition, then must change the idea and attach importance to
the power of the brand. With the advent of the era of international economic
integration, the amount of brand value has been the important measure of a
enterprise’s comprehensive strength, and the implementation of brand strategy has
become the important content of enterprise management strategy. At the same time,
with the standardization of the Chinese market, the brand is also very important for
industrial market. The effect of brand to the purchasers, middlemen and the
decision-making process is becoming more and more big. Sensor is a kind of
industrial products, so this article will study of Shanghai Lanbao Sensor Company
from the aspects of brand equity structure.
Firstly, this paper clarifies the research background, research purpose, research
contents, research methods and technical route. Then review the related literature at
home and abroad, and definite, analyze the definition and classification of industrial
products, industrial products market characteristics, the definition of brand equity,
brand equity dimensions, the definition and importance of industrial products brand,
and industrial products brand related research. According to the literature review, this
paper adopted the brand awareness, brand loyalty, brand association, perceived
value/quality as the composition of industrial brand equity.
Secondly, according to the dimension above selected, this article has carried on
the outline development of depth interview, at the same time conducted the in-depth
interviews, to understand the status in building brand equity of Lanbao company, and
exploit its advantage and disadvantage. Interview results show that: (1) Lanbao
company has a good brand awareness. The brand recognition degree is higher, but
other aspects of the brand communication is not wide enough. (2) The brand loyaltyIII
of Lanbao company is higher.(3) The brand association degree of Lanbao
company is not high.(4) Lanbao company has a high perceived quality, perceived
value is not obvious.
Finally, the paper provide some suggests for Lanbao company. At the same time,
points out the limitations of this study and the future prospects.
Key words: Lanbao Company; Industrial Products; Brand EquityIV
目录
摘要....I
Abstract..........II
目录..IV
1 绪论....1
1.1 研究背景.........1
1.2 研究意义及目的.........2
1.2.1 理论意义..........2
1.2.2 实践意义..........2
1.2.3 研究目的..........3
1.3 研究方法.........3
1.4 研究内容.........4
1.5 研究创新.........5
2 文献综述........6
2.1 工业品.6
2.1.1 工业品的定义和分类..6
2.1.2 工业品市场的特征......6
2.2 品牌资产.........7
2.2.1 品牌资产的定义..........7
2.2.2 品牌资产的维度及构成要素..9
2.3 工业品品牌...10
2.3.1 工业品品牌的定义....10
2.3.2 工业品品牌的相关研究........10
3 兰宝传感器品牌资产形成的内外部环境分析......12
3.1 兰宝公司概述...........12
3.2 兰宝传感器品牌资产形成的外部环境分析...........12
3.2.1 市场环境分析13
3.2.2 行业环境分析14
3.3 兰宝传感器品牌资产形成的内部环境分析...........17
3.3.1 人力资源........
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