基于大数据的深圳赛尔维斯科技有限公司品牌塑造研究

发布时间：2018-04-25 03:19

本文选题：大数据 + 品牌塑造　；参考：《兰州大学》2017年硕士论文

【摘要】：随着移动互联网的发展,智能手机已经逐渐开始普及,再加上手机的快速更新换代,也带动了周围手机配件的迅猛发展,同时更多的人开始选择在网上购买这些产品,越来越多的手机配件企业转入电商。在这个大数据时代,电商企业更是凭借大数据的应用飞速发展,电商企业之间的竞争逐渐由低价竞争转变成大数据的竞争,而随着众多手机配件品牌纷纷加码电商,网络消费者对手机配件的品牌也越来越重视,手机配件企业的品牌战略开始面临新的挑战,怎样快速塑造品牌,获取顾客对品牌的忠诚度是手机配件企业必须要关注的重点问题。本论文以深圳塞尔维斯科技有限公司为研究主体,首先,对手机配件市场、行业的相关资料和数据进行搜集,整理出国内手机配件市场上的热门配件及品牌,并进行总结归类,详细介绍手机配件行业发展现状,根据波特五力模型对行业情况进行分析,为公司的品牌塑造打下基础。其次,通过对该公司目前的运营情况及品牌现状进行全面详细的SWOT分析,找出公司自身的优劣势,以及外界环境给予的机会和威胁,经过整合,总结出公司的品牌发展策略。然后,根据大数据、品牌塑造理论,针对塞尔维斯品牌现状,对公司的手机配件产品进行全方位的品牌塑造,依据大数据在品牌塑造中的作用,提出手机配件品牌在定位、设计、传播、维护过程中的具体实施策略,构建出塞尔维斯的品牌塑造策略体系,明确在品牌塑造过程中所采用的各项措施。接着,根据品牌塑造策略体系进行塞尔维斯品牌塑造方案的设计,运用大数据、问卷调查法、访谈法定位新目标市场,区分并选择手机配件行业细分市场,进行自主品牌定位、设计、传播和维护方案设计。最后,针对该品牌塑造方案,初步规划自主品牌塑造评估管理办法,对实施效果进行预测,并开发绩效管理及报表系统进行品牌维护,提升品牌价值。
[Abstract]:With the development of the mobile Internet, smartphones have become more and more popular, coupled with the rapid upgrading of mobile phones, which has also led to the rapid development of mobile phone accessories around. At the same time, more people have begun to choose to buy these products online. More and more mobile phone accessories enterprises into e-commerce. In this era of big data, e-commerce enterprises have been developing rapidly by virtue of the application of big data. The competition among e-commerce enterprises has gradually changed from the competition of low prices to that of big data, and as many mobile phone accessories brands have increased the number of e-commerce, Internet consumers also pay more and more attention to the brand of mobile phone accessories. The brand strategy of mobile phone accessories enterprises is beginning to face new challenges, how to quickly shape the brand, Obtaining customer loyalty to the brand is a key issue that mobile phone accessories enterprises must pay attention to. This thesis takes Shenzhen Selvis Technology Co., Ltd as the main body of research. Firstly, collect the relevant information and data of the mobile phone accessories market and industry, sort out the hot accessories and brands in the domestic mobile phone accessories market, and summarize and classify them. This paper introduces the current situation of mobile phone accessories industry in detail, and analyzes the industry situation according to Porter's five-force model, which lays the foundation for the brand shaping of the company. Secondly, through the comprehensive and detailed SWOT analysis of the company's current operating situation and brand status, the author finds out the advantages and disadvantages of the company itself, as well as the opportunities and threats from the external environment, and sums up the brand development strategy of the company through integration. Then, according to big data, brand shaping theory, aiming at the current situation of Selvis brand, the company carries on the omnidirectional brand shaping to the mobile phone accessories products, according to the role of big data in the brand shaping, puts forward the mobile phone accessories brand in the localization, Design, spread and maintain the specific implementation strategy, build the brand-building strategy system of Selvis, make clear the measures used in the process of brand-building. Then, according to the brand shaping strategy system of Selves brand shaping scheme design, using big data, questionnaire survey method, interview method to locate the new target market, distinguish and select the mobile phone accessories industry segment market, carry out the independent brand positioning. Design, disseminate and maintain project design. Finally, according to the brand shaping scheme, the paper preliminarily plans the evaluation management method of independent brand shaping, forecasts the effect of implementation, and develops the performance management and report system for brand maintenance to enhance brand value.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.6

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