建立彩色人生品牌方案

发布时间：2018-01-16 23:28

本文关键词：建立彩色人生品牌方案　出处：《天津大学》2008年硕士论文　论文类型：学位论文

【摘要】： 品牌与企业发展有着紧密的联系,中国的营销已经进入了品牌营销阶段,一个强势品牌可以允许企业采用溢价定价法,使其获得更高的利润。强势品牌为企业通过品牌延伸达到增长的目的提供平台。强势品牌通常会给竞争对手设置进入壁垒,从而使企业获得竞争优势。品牌战略在塑造强势品牌的过程中起着举足轻重的作用。公司只有运用正确的品牌战略来打造一个强势品牌,有效的品牌战略必须是系统化和科学的。如果希望在中国涂料行业中打败立邦和多乐士就需要找到他们的弱势,制定更加高效的品牌战略才能获得成功。要创建一个强势品牌,先要对行业、市场、竞争对手进行系统化分析,发现行业和市场是否拥有获利的机会和获得成功的企业所具备的资产和能力,然后分析消费者的需求和动机;通过对行业、市场、竞争对手、消费者的分析得出建立强势品牌的战略定位,运用最优的品牌资产模型体系来打造强势品牌。本文总体的脉络是从四部分展开:从涂料行业与市场进行系统的分析;对消费者进行了系统的分析;对竞争对手进行了系统的分析;制定品牌战略。将差异化的核心价值理念和成功的资产和能力要素注入彩色人生品牌,并且将品牌导入品牌忠诚度、品牌知名度、品质认知度、品牌联想、标语、标志和名称等品牌资产五星模型,从多维度来打造强势品牌。美涂公司建立彩色人生涂料品牌的实例中包括一整套对行业、市场、竞争对手、消费者分析的框架体系;为打造强势品牌提供最优的五星级品牌资产模型体系;为中国进入品牌营销时代献计献策。
[Abstract]:Brand and enterprise development are closely linked, China's marketing has entered the stage of brand marketing, a strong brand can allow enterprises to adopt a premium pricing method. Strong brands provide a platform for companies to achieve growth through brand extension. Strong brands usually provide entry barriers to competitors, thereby giving them a competitive advantage. Brand strategy plays an important role in the process of shaping a strong brand. Companies only use the correct brand strategy to create a strong brand. An effective brand strategy must be systematic and scientific. If we want to defeat Lipong and Dorothy in the Chinese paint industry, we need to find their weakness and develop a more efficient brand strategy to succeed. To create a strong brand, the industry, market, and competitors must be systematically analyzed to find out whether the industry and market have opportunities for profit and the assets and capabilities of successful enterprises. Then analyze the consumer's demand and motivation; Through the industry, market, competitors, consumer analysis of the establishment of a strong brand strategic positioning. Using the best brand equity model system to create a strong brand. The overall context of this paper is launched from four parts: from the paint industry and the market for a systematic analysis; The consumers are systematically analyzed. The competitors are systematically analyzed. Make brand strategy. Inject the core value concept of differentiation and successful asset and ability factor into color life brand, and lead brand into brand loyalty, brand popularity, quality recognition, brand association. Brand equity five-star model, such as slogan, logo and name, from many dimensions to build a strong brand. The example of the establishment of color life paint brand includes a whole set of frame system for industry, market, competitors and consumers. To provide the best five-star brand equity model system for building a strong brand; For China to enter the era of brand marketing suggestions.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.72

【参考文献】