案例名称:
唯有牡丹真国色 重绽时节动京城——牡丹集团的战略转型与品牌再定位
译名:
Strategic Transformation and Brand re-positioning of Peony Company
中文关键词:
牡丹集团;老国企改革;战略转型;品牌再定位
英文关键词:
Peony Company, traditional state-own manufacturers, strategy transformation, brand re-positioning
中文摘要:
作为一个拥有多年彩色电视机研发与制造历史的国有大型企业,北京牡丹电子集团曾经创造了家喻户晓的“中国之花”——“牡丹”品牌。但由于产业升级、市场变化以及企业自身应对不力,其发展一度朝不保夕。近年来,随着政府和社会力量对老国企转型问题的持续关注与支持力度的加大,牡丹集团借势而为,积极推动产业结构由传统制造业向现代生产性服务业的优化升级,加快战略转型和业务转型步伐,短短几年时间里,牡丹集团的转型战略已初见成效。本案例从老国企转型改革角度切入,以牡丹集团这一具有代表性的大型国企为研究对象,深入剖析了其战略转型和品牌再定位的发展历程,为目前的国企改革提供有益借鉴,具有重要的研究意义和现实意义。本案例可以帮助学生深入理解和把握企业战略转型、品牌再定位等重要理论,有助于提升学生灵活运用战略决策和品牌管理理论分析解决企业实际问题的能力。
英文摘要:
As a traditional state-own manufacturer which has a long history, the Peony Company had created the famous TV brand Peony in China. However, the social and economic changes and the weakness of itself dropped it in a predicament at one time. In recent years, the government and non-government sectors have paid more attention and offer more help to the transformation of old sate-own manufacturer. Making full use of this advantage, the Peony Company pushes aggressively the optimization of industrial structure and transformation of strategy and business and has attained achievements in a short time.Through in-depth analysis of strategies during the transition period and brand re-positioning strategy, this case aims to help students to understand firm growth and brand strategy in the context of traditional state-own manufacturers and to have a good command of related theories, which can improve the ability to integrate theory with practice of students.
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