Framework of case analysis papers
1. Title: accurate, concise, eye-catching and novel.
2. Table of Contents: A table of contents is a brief list of main paragraphs in a paper. (Essays don't need to be listed in the table of contents)
3. Abstract: It is an excerpt from the main content of the article, which requires short and pithy content. The number of words can be as few as dozens, and it is advisable not to exceed 300 words.
4. Keywords or subject words: keywords are selected from the title, abstract and text of the paper, and are words with substantive significance to express the central content of the paper. Keywords are words used by computer systems to index the content characteristics of papers, which are convenient for information systems to collect and provide readers with retrieval. Each paper generally selects 3-8 words as keywords and starts a new line, ranking in? Summary? The lower left of.
Subject words are standard words. When determining the subject words, the paper should have a theme, and according to the indexing and collocation rules, it should be converted into standardized words in the subject glossary.
5. Text of the document:
(1) Introduction: Introduction, also known as preface, preface and introduction, is used at the beginning of the paper.
The introduction should generally write the author's intention, explain the purpose and significance of the topic, and point out the scope of the paper writing. The introduction should be short and concise, and stick to the theme.
(2) Text of the paper: The text is the main body of the paper and should include arguments, arguments, argumentation process and conclusions. The main part includes the following contents:
A. Propose-demonstrate;
B. analyzing the problem-arguments and arguments;
C. solving problems-demonstrations and steps;
D. conclusion.
6. The references of the paper refer to the main documents listed at the end of the paper that can be referenced or quoted in writing. References should be marked on a new page according to GB77 14-87 "Description Rules of References at the End of Documents". English: Title-Author-Publication Information (edition, publisher, publication date): Author-Title-The requirements for the references listed in the publication information are:
The references listed in (1) should be official publications for readers' textual research.
(2) The listed references shall be marked with serial numbers, titles of works or articles, authors and publication information.
Case analysis model essay: case analysis of famous brand strategy
With the further promotion of reform and opening up, enterprises in China have a broader stage. In the past 30 years, China's market economy has become increasingly perfect. All kinds of brands are from scratch. Huawei and ZTE, Sany and Zhonglian, Suning and Gome are well-known brands in their respective industries. However, compared with foreign famous brands, there is still a certain gap. This paper expounds the strategic significance and planning implementation plan of famous brand, and expounds the goal of famous brand strategy and its important role in improving its own competitiveness. And put forward a targeted solution.
Keywords famous brand; Case; Countermeasures
introduce
With China's full integration into WTO, domestic enterprises have the opportunity to compete with foreign giants on the same stage. When we blurt out foreign famous brands such as Nike, Apple and Mercedes-Benz, it is imperative to build our own famous brands, let domestic enterprises go global, let domestic famous brands go global and become truly world-class famous brands. This paper analyzes the famous brand strategy.
1 the meaning and significance of brand strategy
As the strategic layout of enterprises, famous brand strategy is very important to enhance the competitiveness of enterprises. The meaning of brand strategy is that the products produced by enterprises face fierce competition in the market and the constant changes of consumers. In order to gain long-term and lasting brand competitive advantage, keep consumers' brand loyalty and make the brand develop, enterprises make overall plans on the basis of analyzing and studying their own conditions and external environment.
Whether an enterprise can become bigger and stronger from scratch and from small to large is closely related to the implementation of brand strategy. If the enterprise is compared to a person, the product is the core of this person, then the brand is the appearance of this person. Whether the product can be sold or not has a very important relationship with the brand. According to the research, brand has become the first factor for enterprises to be recognized by consumers, which can win popularity and bring rich profits for enterprises in marketing. Therefore, as an enterprise with the goal and concept of becoming bigger and stronger, we must attach great importance to brand strategy.
2 to build a famous brand enterprise
2. 1 trademarks and brands.
A brand is a name, noun, symbol or design, or a combination of them. Trademark is a sign used to distinguish one operator's brand or service from other operators' goods or services. Business operators use it on the goods they produce, manufacture, process, select or distribute or the services provided by service providers to distinguish the sources of goods or services. Trademark is a combination of characters, figures, letters, numbers, three-dimensional signs and colors, which has remarkable characteristics. Only the trademarks registered by China Industrial and Commercial Bureau have legitimate rights and interests. Registered trademarks are very important for brands protected by law.
Trademark design should be concise and clear, and can clearly convey the information of the product. It has both connotation and aesthetic feeling. For example, the trademark of Nike, a world-famous sporting goods, is very connotative and beautiful. The Nike symbol symbolizes the feathers on the wings of the Greek goddess of victory, representing speed, movement and gentleness. Nike trademark, its design is a small hook, simple and powerful, it is as urgent as lightning. At first glance, it is reminiscent of the speed and explosiveness of using Nike sporting goods. Another example is the trademark of NORTH FACE, a world-famous outdoor product provider.
2.2 Planning and implementation of famous brand strategy.
The planning and implementation of famous brand strategy should first make clear the market positioning and target population of products. Facing different target groups, we should adopt different channels in publicity. Take Shuanghui, a famous brand product in the food industry, and Mercedes-Benz, a famous brand product in the automobile industry. The former's market positioning and target audience are ordinary people, especially housewives, so we usually choose local TV or CCTV 6, which mainly plays movies and TV series, when advertising. Because the audience of these media is more ordinary people, especially housewives. Mercedes-Benz's market positioning and target audience are successful people with certain social status, especially some successful business people. So we see that Mercedes-Benz's publicity channels include two sets and five sets of media that business people pay more attention to. Besides, we can also see huge exhibition boards of famous brands everywhere on the runways of the Olympic Games and Formula 1 racing cars. Obviously, more successful business people have more opportunities to appear in the stands of the Olympic Games and Formula 1 racing cars than ordinary people.
With the continuous development of science and technology, the promotion methods of products are becoming more and more diversified. In addition to the two traditional ways mentioned above, elevator building advertisements and Internet advertisements are increasingly favored by businesses. In fact, no matter how the brand promotion method changes with each passing day, we can only find a suitable promotion method by defining the market positioning and target population of the products.
2.3 Maintenance and maintenance of famous brands.
It is not difficult to become a famous brand at a certain time, but no matter how the situation changes, it is difficult to maintain the title of famous brand products. For example, the VCD brand we used to be familiar with? Edo? Up to now, there is basically only its legend. ? Aiduo VCD? Founded by Hu Zhibiao. In the late 1990s? Aiduo VCD? Once one of the most successful brands in China's home appliance industry, Aiduo Company became a shining example of private enterprises at that time. The development of Aiduo has created a miracle in the history of China's home appliance industry, including both success and failure. It took only about four years for love to grow from scratch, from small to large, from glory to disillusionment. When we lament the disappearance of a famous brand, we should sum up its failure experience in order to alert the latecomers. After consulting a lot of information, we will? Edo? The decline of can be attributed to the following points:
One: There is no perfect management system.
Second, the decision-making mechanism is unscientific.
Third, the grasp of market changes is not sensitive enough.
In addition to these three reasons, there are also some characteristics of China. For example, the founders of some of our famous brands are the first generation of entrepreneurs after the reform and opening up. It was an era of overgrown weeds, and the personality characteristics of the founder were engraved into the soul of the brand. Maybe Hu Zhibiao likes Sturm Delong's style of doing things? Edo? The development of has laid a hidden danger. Regarding the influence of founders on brands, we think that Suning Appliance and Gome are the most worthy of study, both of which are the most famous brands in China's home appliance chain. However, their styles are getting different. Gome gives people the impression that it is a strong and overbearing pursuit of speed and scale, which is inseparable from Huang Guangyu's thought that he is familiar with the law of the jungle as a Chaoshan person. Suning gives the impression of being low-key and pragmatic, which is inseparable from Zhang's personal style. Therefore, the maintenance of a brand should also pay attention to the construction of corporate culture, because in a sense, a brand expresses the culture and style of an enterprise. Corporate culture is the external embodiment of the will of the founder or management.
3 Conclusion
Summing up the above experience, we should understand that creating a famous brand is not an overnight event, but a long-term, complex and arduous systematic project, which is the result of continuous innovation and development of enterprises. Throughout the entrepreneurial history of brand-name products and brand-name enterprises, they are both ordinary enterprises and brands. After more than ten years, even decades and hundreds of years of historical baptism, it has stood out and become a well-known brand that stands out today. To implement the famous brand strategy and create a famous brand, we must unify our thinking, strengthen our confidence and carefully organize and implement it. After the famous brand status of products is established, we should strive to maintain and consolidate it. As the saying goes, defending the country is more difficult than fighting. Only a brand that can stand the test of the times can become a real famous brand.
refer to
Cheng Zhiming. The power behind Suning (information ladder). CITIC Publishing House.20 20 10/0
[2] Wu Xiaobo. Be defeated. Zhejiang People's Publishing House. Zhejiang People's Publishing House.20 20 10/0
Case analysis model essay: elevator accident case analysis
With more and more high-rise buildings, elevators appear more and more frequently in the lives of ordinary people, and the elevator safety problems that follow are gradually emerging. China's elevator departments attach great importance to elevator safety, and the requirements for elevator product quality and use safety are constantly improving, and the standards and installation technical specifications related to elevators are constantly promulgated and revised to prevent elevator accidents, but elevator accidents are still on the rise year by year (for example, according to the data released by the General Administration of Quality Supervision, Inspection and Quarantine, there were 44 elevator casualties in China in 20 10, 20 16544). 20 1 1 At 9: 36 on July 5, 2008, the Otis escalator at Exit A of Zoo Station of Beijing Metro Line 4 suddenly went down in the opposite direction, resulting in 1 death and 30 injuries. This accident, like a fuse, has become a hot spot of public concern and media tracking in recent days. What exactly did the Beijing subway elevator accident reflect?
First, the lack of corporate responsibility
After the Beijing subway elevator accident, many media pointed out the lack of main responsibility of Otis, a brand enterprise, in their speeches and reports. Ganlong On the evening of July 7, the Information Office of Beijing Municipal People's Government held a press conference with Beijing Municipal Commission of Communications, Beijing Municipal Bureau of Quality and Technical Supervision, Beijing Municipal Health Bureau, Jinggang Metro and Beijing Rail Transit Construction Management Company to inform the progress in handling the escalator accident of Beijing Metro Line 4. According to the relevant departments in Beijing, all rail transit in Beijing uses public heavy escalators, and Otis accident elevators have potential safety hazards. Zhang Juming, spokesman of Beijing Bureau of Quality and Technical Supervision, pointed out that the specific batch of elevators in this accident was Otis brand 5 13MPE. The direct cause of the accident was the damage of the fixed parts, the deviation of the driving main machine and the falling of the driving chain, which led to the sliding of the escalator. ? The two fixing bolts are broken for no reason, which leads to the failure of the working brake and the failure of the additional brake. The national elevator quality supervision and inspection center is being entrusted to carry out quality inspection. ? Zhang Juming pointed out that it can be preliminarily concluded that the accident was caused by design defects and inadequate maintenance of Otis elevator. In recent years, Otis elevator accidents occur frequently.
As one of the largest elevator manufacturers in the world, Otis currently operates four elevator brands in China: Otis, Xizi, Dalian Xingma and Jiangnan Expressway. However, in recent years, accidents have occurred frequently and quality problems are worrying. Otis, headquartered in the United States, sold its first elevator more than 50 years ago/kloc-0, and now it has covered more than 200 countries and regions around the world. At the same time of rapid expansion, it ignores the hidden dangers of quality and safety, which has deviated from the fundamental principles of enterprise management. Where is Otis? Environment, health and safety? Put forward for yourself? Values? :? Millions of people all over the world use Otis elevators and escalators every day, and the safety performance of our products is beyond doubt. ? And the successive accidents should make Otis? Suddenly wake up? . Beijing subway escalator accident once again sounded the alarm for enterprises: being responsible for society means being responsible for yourself; Being responsible for quality and life means being responsible for your own survival and development.
The second is the absence of elevator safety supervision.
Elevator safety supervision includes design, production, installation, use, maintenance and other links. Elevator maintenance in Beijing is in serious security risks, and the third-party company responsible for maintenance is extremely low, which leads to a sharp drop in maintenance costs or even no maintenance at all. The relevant staff are generally not qualified enough or even have no operational skills. There are five main reasons for elevator failure. First, safety supervision is not in place. Elevator maintenance must be carried out when the maintenance period is up, and it must be overhauled when the overhaul period is up, but at present a considerable number of elevators are still running and there is no safety inspection certificate. Second, the quality of elevators is uneven. For example, in a commercial housing community, the elevator failure rate of the third and fourth phases that were opened later was significantly higher than that of the first phase. Therefore, when purchasing elevators, the construction unit should try to choose big brands, and the quality, maintenance and installation quality must be in place. Third, the investment in elevator maintenance is not enough. 20 10 the state issued relevant policies. In terms of equipment and facilities maintenance, it is required that an elevator needs to invest 9000 yuan in maintenance fees a year. At present, many communities invest only about 3,000 yuan in elevator maintenance every year. If you invest less, you will choose which elevator maintenance company offers the lowest price. In order to compete for the service market, maintenance companies compete to provide lower service prices, leading to vicious competition. After receiving the service order, the maintenance company will reduce the maintenance personnel and capital investment accordingly to reduce the cost. Fourth, the internal management of maintenance units is chaotic. Some small, unqualified maintenance companies will be affiliated with large units and use their qualifications to bid, while large units will charge management fees accounting for 3% to 6% of the accounts every year. At present, property companies generally do not have the strength to equip elevator professional maintenance personnel, and will outsource elevator maintenance. Some large units will subcontract to some small companies affiliated with them after receiving the package. Once there is a safety problem in the elevator, there may be many evasions. Fifth, the maintenance is not in place. Elevator safety maintenance is mostly missing, and maintenance personnel can't take the initiative to check. Many people passively wait for the alarm before going to the site for maintenance, even if the alarm call is made, it will not go to the site to solve it in time.
Third, the human factors behind the accident
There are always human factors behind every accident. There are also human factors behind the elevator accident in Beijing subway. A few days ago, Beijing Rail Transit Construction Management Company issued a statement saying that the current national standard for escalators is to imitate the European standard, but this standard may lag behind the current European standard for more than ten years. ? Low standard? There are realistic factors in developing countries, but are there many? Low standard? The problem is. Artificial? These factors. As far as elevators are concerned, since the standards of European countries 1995 have been followed, people? Keep pace with the times? Well, why don't we follow up? Artificial? Let the standards fall behind, right? Inert? Factors, but the bigger reason is that the public interest is not put first. From this point of view, escalator elevator standard? Ten years behind? This is just a silhouette that ignores science and the public interest.
In recent years, the relevant government departments have vigorously publicized the safety knowledge of special equipment to the public, and the supervision of elevator safety has been continuously strengthened. Elevator maintenance units should standardize maintenance behavior, strengthen safety knowledge education and skill training for frontline maintenance personnel, improve the safety awareness and skill level of employees, improve the quality of maintenance, and effectively control the quality of elevator maintenance.
References:
[1] reporter zhangyan. There are frequent elevator accidents in Beijing subway, and the safety of urban residents is worrying [N]. China Business News.2011-07-06.
[2] Reporter Wang Long, intern Ceng Hui. From June 5438 to July [N], there were more than 7 elevator accidents in our city every day. Chongqing Business Daily.2011-07-20
[3] Shao Hua Department. Qinhuangdao Municipal Committee of China Democratic National Construction Association requested to ensure elevator safety, focusing on the implementation of user responsibility [N]. Newspaper of the Chinese People's Political Consultative Conference.2011-07-13
[4] Guo Yu. Pay attention to the safety of installers, and the elevator quality should be checked from the source [N]. China industry news.2010-10-11.
[5] Reporter Wang You. Otis subway fears that it will decline in the future [N]. China Business News. 20 1 1-07-08
Guess you like:
1. 10 the most classic case analysis of new media marketing
2. o2o analysis of the top ten successful cases from online to offline:? Internet plus?
3. Case analysis of innovative thinking in life
4. Typical case analysis report
5. A typical case study of internet plus.
6. Classic communication case study