德国克诺森华在中国大陆市场的品牌战略研究

发布时间：2018-01-30 11:38

本文关键词： 德国克诺森华强化木地板品牌战略 4P理论　出处：《贵州大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文基于现代企业品牌营销理论,通过实地调查研究、结合品牌战略分析,运用营销4P理论,重点从产品、渠道、价格、促销等方面进行阐述。在调查研究的基础上,采取定性的分析方法,其间也穿插了定量分析,针对德国克诺森华地板的经营现状和存在问题,设计品牌战略方案。首先对地板行业进行分析比较,明确强化木地板必将在地板行业占据主流地位;其次对克诺森华地板的企业现状和产业优势进行分析,找到克诺森华在市场渠道的问题和产业优势;从营销4P理论出发,结合品牌战略相关理论,设计产品、价格、渠道、促销方案,制定实施办法。提出针对营销现状低调蓄势,重点建设营销渠道体系,在不同的区域实施不同的渠道政策,信守企业承诺,保持渠道稳定性;开发新的产品系列,快速淘汰旧品,小批量多品种提高市场销量,树立品牌形象;保持现有价格体系,增加产品促销力度和灵活运用各种促销手法;从消费者的价值角度踏踏实实夯实品牌基础,走出品牌与营销困境。
[Abstract]:Based on the modern enterprise brand marketing theory, through field investigation, combined with brand strategy analysis, the use of marketing 4p theory, focusing on products, channels, prices. On the basis of investigation and research, qualitative analysis method is adopted, in which quantitative analysis is also inserted, aiming at the management status and existing problems of Knoxenghua flooring in Germany. Design brand strategy. First of all, the flooring industry is analyzed and compared, and it is clear that the aggrandizement wood flooring will occupy the mainstream position in the flooring industry; Secondly, it analyzes the current situation and industrial advantages of Knoxenghua flooring, and finds out the problems and industrial advantages of Knoxenware in the market channel. Starting from the marketing 4p theory, combining the brand strategy theory, designing the product, price, channel, promotion plan, making the implementation method. Aiming at the current situation of marketing, we should lay stress on the establishment of marketing channel system, implement different channel policies in different regions, keep the promise of enterprises and keep the channel stability. Develop new product series, quickly eliminate old products, small batch variety to increase market sales, establish brand image; Maintain the existing price system, increase the strength of product promotion and flexible use of various promotional techniques; From the point of view of consumer value, tamper brand foundation and step out of brand and marketing dilemma.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.88;F273.2

【引证文献】