Case study essay framework
1, thesis title: the requirements of accurate, concise, eye-catching, novel.
2, the table of contents: the table of contents is a brief list of the main paragraphs in the paper. (Short papers do not have to list the catalog)
3, Abstract: is an excerpt from the main content of the article, the requirements of short, concise, complete. The number of words can be less than dozens of words, not more than three hundred words is appropriate.
4, keywords or subject matter: keywords are selected from the title of the paper, synopsis and text, is the expression of the paper's central content of the substantive meaning of the vocabulary. Keywords are words used to characterize the content of the paper as a machine system, so that the information system can be assembled for readers to retrieve. Generally, 3-8 words are selected as keywords for each paper, and they are placed on a separate line in the ? Abstract The keywords are listed on a separate line in the lower left-hand side of the summary.
Theme words are normalized words, in determining the theme words, the theme of the paper, in accordance with the rules of citation and grouping converted into a standardized word in the list of theme words.
5, the body of the paper:
(1) Introduction: the introduction, also known as the preface, preface and introduction, used in the beginning of the paper.
The introduction should generally summarize the author's intentions, explain the purpose and significance of the topic, and point out the scope of the paper writing. The introduction should be short, concise, and focused on the topic.
〈2)The body of the paper: the body is the main body of the paper, which should include the thesis, the arguments, the argumentation process and the conclusion. The main part includes the following:
a. Presentation-argument;
b. Analyzing the problem-argument and argumentation;
c. Solving the problem-argumentation and steps;
d. Conclusion.
6, a paper's bibliography is the paper in and writing can be referred to or cited in the main literature, listed at the end of the paper. References should be on a separate page, labeled in accordance with the "GB7714-87 after the text of the reference rules for entry". Chinese: title - author - publication information (edition, edition, edition period): author - title - publication information listed references are required:
(1) listed references should be official publications, so that readers can verify.
(2) The listed references should be labeled with the serial number, title of the work or article, author, and publication information.
Case study essay example: "Case Study of Famous Brand Strategy"
Abstract With the further advancement of reform and opening up, Chinese enterprises have a broader stage, over the past three decades, China's market economy is increasingly perfect, all kinds of brands from scratch, Huawei and ZTE, Sany and Zoomlion, Suning and Gome are considered to be their respective industry's famous brand, but compared with foreign brands, they are more or less still exist. They are more or less there are still some gaps, this paper describes the significance of brand strategy and the planning and implementation of the program, by describing the objectives of the brand strategy and its important role for enterprises to improve their own competitiveness, explains the necessity of enterprises to promote the brand strategy. And put forward targeted solutions.
Keywords: famous brand; case; countermeasures
Introduction
With China's full integration into the WTO, domestic enterprises have gained the opportunity to compete with foreign giants on the same stage, and we are off the Nike, Apple, Mercedes-Benz, and so on, these foreign brand-name products of the urgent need to create their own brand-name products, so that the domestic enterprises to the world, and let the domestic famous brand-name products enjoy a good reputation in the world, become a truly world-class brand-name products. , to become a real world-class brand. This article on the famous brand strategy to do a throwback analysis.
1 The meaning and significance of brand-name strategy
Brand-name strategy as an enterprise's strategic layout and enhance competition is crucial. Brand strategy meaning that the products produced by the enterprise in the face of fierce competition in the market as well as the constant changes in consumers, in order to seek long-term sustainable brand competitive advantage, to maintain consumer brand loyalty and brand development, in the analysis and research of their own conditions and the external environment on the basis of the development of the enterprise's overall plan.
An enterprise from scratch, from small to large, can be bigger and stronger, are closely related to the implementation of brand strategy. If the enterprise is compared to a person, the product is the core of the person, then the brand is the appearance of the person. Whether the product can be sold, and whether the brand is loud has an important relationship. According to research: the brand has become the first factor in the enterprise is recognized by consumers, can win the popularity of enterprises in the marketing, bring huge value-added profits. Therefore, as a goal of a bigger and stronger idea of the enterprise must be very important to the brand strategy.
2 to create a famous brand enterprise
2.1 trademarks and brands.
A brand is a name, noun, symbol or design, or a combination of them. A trademark is a mark used to distinguish an operator's brand or service from the goods or services of other operators. It is adopted by an operator on the goods it produces, manufactures, processes, picks or distributes, or by a service provider on the services it provides, to distinguish the source of the goods or services. Trademark is a combination of words, graphics, letters, numbers, three-dimensional signs, colors, with distinctive features. Only trademarks registered by China's Industrial and Commercial Bureau have legal rights and interests. Brand to obtain legal protection, registered trademark is essential.
The design of the trademark should be simple, clear, can clearly convey the information of the product. At the same time has the connotation and beautiful. For example, the world-famous sporting goods NIKE trademark is very connotative and beautiful. The Nike trademark symbolizes the feathers of the wings of the Greek goddess of victory, which represents speed, and at the same time, dynamism and lightness. Nike's Nike trademark, the pattern is a small hook, the shape is simple and powerful, urgent as lightning, at a glance one can think of the speed and explosive power generated by the use of Nike sporting goods. Another example is the trademark of NORTH FACE, a world-famous provider of outdoor products.
2.2 The planning and implementation of the famous brand strategy.
The first step in the planning and implementation of the brand strategy is to define the market positioning of the product and the target group. In the face of different target groups, we have to take different channels in the publicity. Take the food industry brand-name products Shuanghui and the automobile industry brand-name products Mercedes-Benz, the former's market positioning and target group is all the ordinary people, especially housewives, so we in the advertisement will generally choose the local satellite television or CCTV six sets of such media to broadcast movies and TV dramas. Therefore, we usually choose local satellite TV or CCTV6, which mainly broadcasts movies and TV dramas, as the audiences of these media are more common people, especially housewives. On the other hand, the market positioning and target group of Mercedes-Benz is successful people with certain social status, especially some successful business people, so we see that Mercedes-Benz's publicity channels include CCTV 2 and CCTV 5, which are media that business people pay more attention to. We can also see huge display boards of brand-name cars everywhere on the track of the Olympic Games and Formula 1 racecourses. Obviously, the more successful business people have more chances to appear on the viewing platforms of the Olympic Games and Formula 1 racecourses than the ordinary people.
With the continuous development of technology, the promotion of products has become more and more diversified, in addition to the two traditional ways mentioned above, now the elevator building advertising, Internet advertising is also more and more popular among businessmen. In fact, regardless of how the brand's promotion methods are changing rapidly, only clear product market positioning and target groups, we can find a suitable way to promote.
2.3 Name brand keeping and maintenance.
It is not difficult to become a famous brand at a certain time, but it is difficult to maintain the title of famous brand products no matter how the wind and clouds change. For example, we used to be familiar with the VCD brand? Love more? By now, it has basically only left its legend. AIDO VCD was founded by Hu Zhi Biao in the late 1990s. In the late 1990s, AIDO VCDs became so popular that it was once one of the most successful brands in China's home appliance industry, and AIDO became a shining example of private enterprise at that time. The development of AIDO created a miracle in the history of China's home appliance industry, which included both successes and failures. AIDO from scratch, from small to big, from glory to ruin, only used about four years. We should summarize the experience of its failure when we sigh with our wrists at the disappearance of a famous brand, in order to warn the future generations. After we consult a lot of information, we will? Edor? The decline of Edo is attributed to the following:
One: there is no set of perfect management system.
Second: the decision-making mechanism is not scientific.
Three: not sensitive enough to grasp the changes in the market.
In addition to these three summarizable reasons, there are some reasons with Chinese characteristics, such as some of our current more famous brand founders are the first generation of entrepreneurs after the reform and opening up of the group, that is a reckless era, the founder of the character traits are also engraved into the soul of the brand, and Hu ZhiBiao like to do things in a wildly rapid style may also be for the ? AIDO? s development. About the founder of the enterprise on the brand's impact we think the most worthy of study is Suning Appliance and Gome Electrical Appliances, both are the most famous brand of Chinese home appliance chain, but the development of the two to today's style is more and more different, Gome gives the impression of strong domineering the pursuit of speed and scale, which is familiar with the law of the jungle as a Chaoshan Huang Guangyu is inseparable from the idea of the law of the jungle. Suning's impression is low-key pragmatic, steady, which is inseparable from Zhang's personal style. So 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. And corporate culture is the founder or management of the will of the external embodiment.
3 Conclusion
Summarizing the above experience, we should understand that when launching the brand strategy to create a famous brand is not an overnight thing, but a long-term complex and arduous systematic project, is the result of continuous innovation and development of enterprises. Throughout the entrepreneurial history of brand-name products, brand-name enterprises, are from the general business, ordinary brand, through more than ten years, or even decades, hundreds of years of historical baptism, the old and the new, before they stand out as today's famous brand. To implement the brand-name strategy, create a famous brand, we must unify thinking, firm confidence, carefully organized and implemented. After the establishment of the product's brand-name status, but also to take the trouble to maintain and consolidate. As the saying goes, it is more difficult to keep than to fight, and only the brand that can withstand the test of the trend of the times can become a real brand name.
References
[1] Cheng. The Power Behind Suning (Informationization Ladder). CITIC Press .2010
[2] Wu Xiaobo . The Biggest Loser . Zhejiang People's Publishing House . Zhejiang People's Publishing House .2010
Case study essay: "elevator accident case analysis"
With the increasing number of skyscrapers, elevators have been more and more frequent in the lives of ordinary people, and the ensuing elevator safety problems gradually appeared. China's elevator-related departments attach great importance to the safety of elevators, elevator product quality and use of safety requirements continue to improve, and continue to promulgate and revise the elevator-related standards, installation specifications to prevent elevator accidents, but elevator accidents are still a year-on-year upward trend (for example, according to the State Administration of Quality Supervision, Inspection and Quarantine data released in 2010, the national elevator casualties*** occurred 44 cases, 55 cases in 2011, and the number of elevators in the country has risen to 1.5 million. For example, according to the data released by the AQSIQ, in 2010, 44 elevator accidents*** occurred nationwide, and 55 occurred in 2011.), elevator accidents have become a serious social problem. 9:36 p.m. on July 5, 2011, the Otis escalator at Exit A of the Zoo Station of the Beijing Subway Line 4 suddenly reversed and descended in the process of going up, resulting in 1 person's death and 30 people were injured. Like a fuse, this accident has become a hot spot for public attention and media tracking over the past few days. This Beijing subway elevator accident actually reflects what?
First, the lack of corporate responsibility
After the Beijing subway elevator accident, many media in the published statements and reports pointed to the lack of Otis brand corporate responsibility. 8 July Qianlong network reported that on the evening of July 7, the Information Office of the Beijing Municipal People's Government jointly with Beijing Municipal Commission of Transportation, Beijing Municipal Bureau of Quality and Technical Supervision, Beijing Municipal Bureau of Health, Beijing Municipal Metro, Beijing Municipal Railway Transportation Construction Management Company held a press conference to inform the progress of handling the escalator accident of Beijing Metro Line 4. Relevant departments in Beijing said that all rail transit in Beijing are used for public **** transportation heavy-duty escalators, and Otis accident batch elevators have safety hazards. Beijing Municipal Bureau of Quality and Technical Supervision spokesman Zhang Juming pointed out that the specific batch of the accident elevator for Otis brand 513MPE type, the immediate cause of the accident is due to the damage of the fixed parts, the drive host offset, the drive chain off, resulting in the escalator slide. Two fixed bolts broke for no reason, resulting in the work brake did not start, and additional brake did not start the reason is entrusted to the National Elevator Quality Supervision and Inspection Center for quality inspection.? Zhang Jiuming pointed out that the accident can be initially identified as a result of Otis elevator design defects, while maintenance is not in place. In recent years, Otis elevator accidents are frequent.
As one of the world's largest elevator manufacturers, Otis is currently operating in China Otis, Xizi, Dalian Xingma and Jiangnan fast four elevator brands, but in recent years there have been frequent accidents, the quality of the problem is worrying. Headquartered in the United States, Otis from more than 150 years ago to sell the first elevator, to now cover more than 200 countries and regions around the world, in the rapid expansion at the same time but ignored the quality and safety hazards, has been detached from the fundamental principles of business operations. Otis has a strong commitment to the environment, health and safety. Environment, Health and Safety Otis has set forth for itself a set of "values" on environment, health and safety. Values :? Millions of riders around the world use Otis elevators and escalators every day and have no doubt about the safety of our products. But the spate of accidents should have been a wake-up call for Otis. A rude awakening. The Beijing subway escalator accident once again sounded the alarm for the enterprise: responsible for society, is responsible for their own; responsible for quality and life, is responsible for their own survival and development.
Second, the lack of elevator safety supervision
Elevator safety supervision includes the design, production, installation, use, maintenance and many other aspects. In Beijing, there are serious safety hazards in elevator maintenance, and the third-party companies responsible for maintenance offer super-low prices, resulting in a significant compression of the cost of maintenance in the form of a form, or even no maintenance at all. The relevant workers are generally not qualified enough, and even do not have the operating skills. Elevator failure occurs more than five main reasons. First, safety supervision is not in place. Elevator maintenance period to the maintenance must be, overhaul limit to the overhaul must be overhaul, but at present there is a considerable part of the elevator no safety inspection certificate is still in operation. Second, the elevator quality varies. For example, a commercial real estate district, its later opening of the three, four elevator failure rate, obviously higher than the first opening of a period. So the construction unit in the purchase of elevators, to try to choose a big brand, quality, maintenance and installation quality must be in place. Third, the elevator maintenance capital investment is not enough. 2010, the state has issued a relevant policy, in the maintenance of equipment and facilities, the requirements of an elevator a year need to invest 9,000 yuan in maintenance fees,? At present, many districts in the elevator maintenance funds to invest only about 3,000 yuan per year. Input capital is small, resulting in which elevator maintenance company's offer is low on which to choose, in order to compete for the service market, the maintenance company competing to open a lower price of services, which results in vicious competition. After getting the service order, the maintenance company will correspondingly reduce the maintenance personnel and capital investment to reduce costs. Fourth, the maintenance unit of internal management is chaotic. Some small, unqualified maintenance company will be attached to a large unit under the use of large units of qualifications for bidding, while the large units are charged 3% to 6% of the annual accounts for the management fee. At present, property companies generally do not have the power to equip elevator professional maintenance personnel, will outsource elevator maintenance, and some large units to take over the contract will be subcontracted to a number of small companies under the banner. Once the elevator safety problems, there is a possibility of multiple parties to blame the situation. Fifth, the maintenance is not in place. Most of the elevator safety maintenance is missing, maintenance personnel can not take the initiative to carry out inspections, many are passive waiting for the alarm before going to the scene to maintain, and even if the alarm caller will not be timely to the scene to solve the problem.
Third, the human factor behind the accident
Behind every accident there are always human factors. Beijing subway elevator accident behind the human factor. A few days ago, the Beijing Municipal Railway Transportation Construction Management Company issued a statement saying that the current national standard for escalators is modeled after the European standard, but this standard may lag behind the current European standard by more than ten years. Low standards? There are realistic factors in developing countries, but a large number of ? Low standard? The problem, however, is? Man-made? factors. In the case of the elevator, since the standards of European countries in 1995, people? Keeping up with the times? Why don't we follow suit? Artificial? Let the standard backward, there? Inertia? Factors, but the greater reason is not the public interest in the first place. From this point of view, the escalator elevator standards? Behind more than ten years? , but is ignoring the science, ignoring the public interest in a profile.
In recent years, the relevant government departments have been vigorously publicized to the public, the popularization of special equipment safety knowledge, the supervision of elevator safety is also being strengthened. Elevator maintenance unit should regulate the maintenance behavior, strengthen the first line of maintenance personnel safety knowledge education and skills training, improve employee safety awareness and skills level, improve the quality of maintenance, and effectively put the elevator maintenance quality barrier.
References:
[1]Reporter Zhang Yan. Beijing subway frequent elevator accidents urban public **** safety concerns [N]. First Financial Daily. 2011-07-06
[2]Reporter Wang Yang intern Zeng Hui. The city averaged more than seven elevator accidents a day from January to July[N]. Chongqing Business News. 2011-07-20
[3]Department of Shao Hua. DAB Qinhuangdao Municipal Committee calls for ensuring elevator safety with emphasis on implementing the responsibility of using units[N]. People's Political Consultative Conference Newspaper. 2011-07-13
[4]Guo Yu. Concerned about the safety of installers Elevator quality should be controlled from the source [N]. China Industry News. 2010-10-11
[5]Reporter Wang You. Otis future subway big single fear decline [N]. First Financial Daily. 2011-07-08
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