高科技品牌创建要素与能力分析基于华为的案例研究  

Components and Capabilities in High - tech Branding Case Study of Huawei

作　　者：于春玲[1] 申淼[1] 

机构地区：[1]清华大学经济管理学院,北京100084

出　　处：《中国软科学》2010年第S1期313-320,340,共9页China Soft Science

基　　金：国家自然科学基金项目(70772018);教育部重大攻关项目(08JZD0019)

摘　　要：本文基于案例研究,分析高科技品牌的创建问题,提出高科技强势品牌创建的要素和能力模型。从要素角度看,高科技企业须具有明晰的品牌核心价值和品牌定位,以及能产生协同力的品牌组合;从能力角度看,高科技企业需要提升品牌营销能力、品牌保障能力和品牌支持能力。Based on the case study of Huawei corporation,this paper examines how to build a strong high - tech brand.A model of the components and capabilities for high - tech branding is then developed.From the component perspectives, high -tech firm should refine clear brand core value or promise,and brand position.Also,a suitable brand portfolio with synergy effects is crucial From the capability perspectives,high - tech firm should develop marketing capabilities,organizational and culture capabilities,and firm - level supportive capabilities.This approach resulted in high - tech brand leadership,but also reflected the characteristics of the high - tech branding.

关 键 词：高科技品牌 要素 能力 案例研究 

分 类 号：F273.2[经济管理—企业管理]