基于美国市场营销环境的如意家纺品牌战略研究

发布时间：2018-01-16 08:37

本文关键词：基于美国市场营销环境的如意家纺品牌战略研究　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：在家纺行业竞争日趋激烈的大环境下,山东如意集团为其旗下的家纺品牌在更高层面上制定了国际营销战略,展开了打造家纺国际品牌的战略升级布局。如意家纺品牌战略在国际目标市场上如何实现升级成为值得研究的重要课题。美国家纺市场是全球最重要的家纺市场之一,也是山东如意集团将重点突破的目标市场之一。本文以美国家纺市场为平台,以如意家纺品牌为载体,运用归纳总结、分析综合、对比类比、调查研究和经验总结等方法分别对现行如意家纺品牌战略实施绩效进行了分析评价,对美国市场营销环境影响品牌战略升级的因素进行了分析研究,对如意家纺品牌在美国市场环境下的缺陷和不足进行了筛选,理论性地研究了品牌缺陷对市场竞争力的关系和负面影响,并在此基础上给出了升级品牌战略的对策和措施,得出了目标市场上升级品牌战略的规律性和通用性的基本做法,从而完成了本课题具有逻辑性、体系性和创新性的研究工作。
[Abstract]:Under the increasingly fierce competition in the home textile industry, Shandong Ruyi Group has formulated an international marketing strategy for its home textile brands at a higher level. The strategic upgrading layout of building home textile international brand has been carried out. How to realize the upgrading of Ruyi home textile brand strategy in the international target market has become an important topic worth studying. The United States home textile market is the most important home textile market in the world. One. Shandong Ruyi Group will also focus on one of the target markets. This paper based on the United States home textile market as the platform, with Ruyi home textile brand as the carrier, the use of induction and summary, analysis and synthesis, comparative analogy. This paper analyzes and evaluates the implementation performance of Ruyi Home Textile brand strategy by means of investigation and experience summarization, and analyzes the factors that affect brand strategy upgrading in the marketing environment of the United States. The defects and shortcomings of Ruyi home textile brand in the American market environment are screened, and the relationship and negative effects of brand defects on the market competitiveness are theoretically studied. On this basis, the countermeasures and measures of upgrading brand strategy are given, and the basic methods of regularity and generality of brand upgrading strategy in target market are obtained. Systematic and innovative research work.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F273.2;F274

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