试论国内外企业品牌形象管理--以星巴克为例.doc

摘 要:品牌形象作为企业无形资产的一部分，在企业的经营发展过程中起到了重要的作用，而品牌形象的塑造和管理对企业来说是一项十分关键的战略活动，良好的品牌形象有助于树立权威的企业形象，建立消费者心目中的公信力与忠诚度，对其研究也相应构成企业营销和消费者研究的一项核心内容。

    从一些相关研究中可以得知，在品牌形象这方面，国内外企业的品牌形象存在着显著差异，且国外品牌优于国内品牌。品牌形象作为企业的核心竞争力，能够为提升品牌资产作积累，并能充分利用品牌资源为企业获取更大的利益。如何对其塑造和维护对企业未来的发展和竞争力的提高有着举足轻重的意义。

　　　本文以星巴克为例，通过分析国外咖啡品牌形象管理的发展现状和差异，针对国内咖啡品牌管理的机遇和挑战，提出可行的解决思路和措施，从而为国内品牌形象的树立和管理提供可供借鉴学习的经验。

关键词：品牌形象；品牌管理；星巴克；国内咖啡品牌

Abstract:Brand image as a corporate intangible assets played an important role in the corporate business development process. The brand image and the management of the enterprise is a critical strategic activity, a good brand image helps establish the authority of the corporate image, and establish credibility and loyalty among consumers, the research about brand image also became a core element in corresponding corporate marketing and consumer research.

　　　In some studies we can learn that there are significant differences between corporate brand image at home and abroad, and foreign brands take advantage over domestic brands. Brand image as the core competitiveness of enterprises is able to enhance the brand assets accumulation, and to take full advantage of brand resources for the enterprise to obtain greater benefits. How to maintain its future development of enterprises and to improve the competitiveness are considerable important.

　　　This paper take Starbucks as example to analyze the foreign coffee brand image management development status and differences for the domestic coffee brand management opportunities and challenges, put forward ideas and possible solutions to establish a brand image for the domestic and management to draw learning experience.

Keywords: brand image; brand management; Starbucks; domestic coffee brands