| 法国液化空气团体是世界上最年夜的工业气体和医疗气体和相干办事的供给商之一。经由过程总结剖析全球气体应用范畴市场占领率，我们可以看到法国液化空气团体在制作业范畴、食物工业范畴、化工范畴、钢铁范畴和电子范畴都占领了非常有益的市场地位。近年来，跟着欧美等成熟市场的日益饱和，法语毕业论文，以中国为代表的新兴经济体伟大的市场潜力，吸引包含法液空在内的几个跨国气体公司在中国抓紧计谋安排。这几个气体巨子的营业堆叠度很高，控制的技巧差别也无限。跟着市场竞争的加重，气体产物品牌的竞争将会代替产物自己的竞争，成为市场成长的主流。然则今朝气体产物范畴内的品牌竞争格式仍处于初步阶段，公司自己对品牌的存眷度低、没有详细有用的品牌治理战略是该范畴广泛存在的成绩。针对这一成绩，本文以法国液化空气团体作为研究案例，经由过程对法液空团体的顾客满足度及品牌治理现状停止查询拜访剖析，发明基于顾客满足度停止品牌治理对于晋升公司及产物的竞争力具有深远的实际与理论意义，是这一范畴将来竞争与成长的偏向。近几年来品牌治理的研究一向是学术界与贸易界广泛关怀的热点话题，对于品牌治理的研究办法和研究角度也层见叠出。本文在总结后人经历的基本上，以为基于顾客满足度停止品牌治理有着必定的可行性和实际意义。是以本文重点处理的两个成绩在于：品牌资产能否集中表现于品牌忠实；顾客满足度能否对顾客忠实起到正向的增进感化，或许说顾客满足度的进步可否带来顾客忠实度的进步。处理了这两个成绩，我们就可以将品牌忠实度这一概念作为顾客满足度和品牌治理的桥梁，对顾客满足度与品牌资产的关系加以验证剖析。本文经由过程对法液空团体停止实例剖析，法语论文，运用查询拜访问卷搜集的数据材料，验证了顾客满足度与品牌治理之间的正向相干关系，为基于顾客满足度这一角度对法液空的品牌资产停止治理供给了研究偏向和实际根据。本文的主体内容分为五个部门：第一部门重点论述了论文的研究配景、目标和意义；第二部门是本文相干概念实际的文献综述；第三部门提出了本文焦点的三个研究假定；第四部门是对问卷材料的剖析评论辩论；第五部门在对法液空企业的现状停止包含SWOT在内的剖析的基本上，从各个角度提出了法液空的品牌治理战略。 Abstract: Air France air group is one of the world's largest suppliers of industrial gases and medical gases and related services. Through a summary of the process of global gas utilization, we can see that the liquefied air groups in France have occupied a very good market position in the areas of production, food industry, chemical industry, iron and steel category and electronic category. In recent years, followed by Europe and other mature market increasingly saturated, in China as the representative of the emerging economies of great market potential to attract contains air liquide, including several multinational gas enterprises in China pay close attention to the strategic arrangement. The gas giant's business stack is very high, the difference of infinite control skills. With the aggravation of the market competition, the competition of the brand of the gas products will replace the product itself, and become the mainstream of the market growth. However, the brand competition in the category of gas products is still in the initial stage, the enterprise has a low degree of attention to the brand, no detailed useful brand management strategy is a wide range of achievements. According to the results, this paper to Air Liquide Group as a case study, through the process of Air Liquide Group customer satisfied degree and brand management status query visit analysis invention based on customer satisfaction degree of brand management on promotion of the competitiveness of enterprises and products has profound practical and theoretical significance, is the category in the future competition and growth of bias. In recent years, the research of brand management has always been hot topic in the academic circles and business circles widely concern. About brand management of research methods and research angle also emerges in endlessly. In this paper, we summarize the experience of the people, we think that it is feasible and practical significance to stop the brand management based on customer satisfaction. Is the focus of this paper, the two results are: brand equity can focus on brand loyalty; customer satisfaction can have a positive impact on customer loyalty, and perhaps say that the progress of customer satisfaction can bring customer loyalty. To deal with these two results, we can take the concept of brand loyalty as a bridge between customer satisfaction and brand governance, and analyze the relationship between customer satisfaction and brand equity. The by Air Liquide Group to stop the instance analysis using query visit questionnaire to collect data, verify that the customer satisfaction degree and brand management between the positive correlation is based on customer satisfaction degree of the angle of Air Liquide brand assets stop management offers the research tendency and the theory on which it is based. The main content of this paper is divided into five parts: first department focused discusses the research background, the goal and significance; the second part is the relevant concept of literature review; the third sector proposed this paper focus on the three research assumptions; the fourth part is the questionnaire data analysis of debate; the five departments in the status of Air Liquide company stopped including SWOT analysis, from different angles proposed Air Liquide's brand management strategy. 目录: |
