S公司从OEM到品牌建设的策略研究

发布时间：2018-01-22 23:04

本文关键词： S公司 OEM 品牌建设策略研究　出处：《上海交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文首先通过运用波特5力模型对比分析中美长毛绒玩具行业格局,指出中国长毛绒玩具代工生产(OEM)企业转变经营战略,建设品牌的重要性。以S公司的发展历程及目前所遇到的困境为背景,分别从内外部阐述了OEM策略与S公司当前困境的内在联系。其次,通过SWOT理论,分析了机会、威胁、优势和劣势的内容,并得出了SO和WT战略,为S公司在国内建设品牌提供了理论基础。接着,本文论述了在品牌建设前所需要实施的组织架构调整的内容,简述了新设部门的职责范围。同时,本文也介绍了新文化建立的关键步骤。在品牌建设实施阶段,本文论述了品牌建设具体的操作方法,首先介绍了STP的运用,即市场细分、目标市场选择和定位。在市场细分方面,本文提供了细分的方法;在目标市场选择方面,提供了可供选择的5种模式;在市场定位方面,强调了了解目标市场需要和利益点的重要性。其次,在营销渠道建设方面,本文介绍了S公司直销渠道和中间商渠道的应用和管理。接着,本文还介绍了建立客户关系管理的内容。最后,本文为S公司在建设品牌过程中所可能遇到的风险提出了相应的策略。
[Abstract]:This paper firstly analyzes the pattern of plush toy industry in China and America by using Porter's 5 force model, and points out that the Chinese plush toy contract manufacturing enterprise changes its management strategy. The importance of building the brand. Based on the development of S company and the difficulties encountered at present as the background, the internal and external relationship between OEM strategy and S company's current predicament is expounded respectively. Secondly. Through the theory of SWOT, this paper analyzes the contents of opportunity, threat, advantage and disadvantage, and concludes the strategy of so and WT, which provides the theoretical basis for S company to build brand in China. This paper discusses the content of the organizational structure adjustment before the brand construction, and briefly describes the scope of responsibilities of the new department. At the same time, this paper also introduces the key steps of the establishment of the new culture and the implementation stage of the brand construction. This paper discusses the specific operation methods of brand building, first introduces the application of STP, that is, market segmentation, target market selection and positioning. In terms of market segmentation, this paper provides the method of segmentation; In the aspect of the choice of target market, five models are provided. In terms of market positioning, the importance of understanding the needs and interests of the target market is emphasized. Secondly, in the marketing channel construction, this paper introduces the application and management of the direct marketing channel and the intermediate channel of S company. This paper also introduces the content of establishing customer relationship management. Finally, this paper puts forward the corresponding strategy for the risk that S company may encounter in the process of building brand.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【共引文献】