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https://rsuir-library.rsu.ac.th/handle/123456789/473| Title: | 华米科技公司的品牌战略管理 |
| Other Titles: | Research on brand strategy of Huami Technology Company |
| Authors: | Yingqi Han |
| metadata.dc.contributor.advisor: | Zheng Jiang Bo |
| Keywords: | Huami Technology Company;Brand name products -- Marketing;Branding (Marketing) |
| Issue Date: | 2019 |
| Publisher: | Rangsit University |
| Abstract: | 随着小米生态链的发展壮大，其生态链内的部分企业也抓住了良好的发展 时机，华米科技公司就作为生态链内的第一家上市公司成为了代表，对其他企 业的发展有一定的借鉴之处。而品牌的建立对公司的发展来说非常重要，品牌 的运营已经成为了企业经营生产过程中的重要组成部分。本文通过PEST分析、 波特五力模型、SWOT分析等工具，对企业所处的外部和内部环境的分析，研究 了华米科技公司的品牌发展现状和可穿戴设备行业情况，并提出了相应的改善 措施，这对于华米科技公司打造品牌优势、提高企业知名度来说，具有很重要 的现实意义。同时对小米生态链内的其他仍旧处在发展中企业，或对其他类似 生态链企业也有一定的借鉴之处。 |
| metadata.dc.description.other-abstract: | With the development and growth of Xiaomi ecological chain, some enterprises in its ecological chain have also seized a good opportunity for development. Huami Science and Technology Company, as the first listed company in the ecological chain, has become a representative which can be used as a reference to the development of other enterprises. The establishment of the brand is very important to the development of the company, and the operation of the brand has become an important part of the production process of the enterprise. Based on the analysis of PEST, Porter's five forces model, and SWOT, using different tools, this research investigated the external and internal environment of the enterprise and explored the current situation of brand development as well as the wearable equipment industry of Huami Science and Technology Company. In addition, this research put forward corresponding improvement measures practically significant for Huami Technology Company to build brand advantages and improve enterprise awareness. The findings would be beneficial for other developing enterprises in Xiaomi ecological chain and other similar ecological chain enterprises |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2019 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/473 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Yingqi Han.pdf | 613.54 kB | Adobe PDF | View/Open |
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