利快进口家居品牌管理研究

发布时间：2018-02-04 23:54

本文关键词： 品牌管理进口家居管理优化　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济与时代的发展,中国从世界工厂向世界市场转变。全球贸易合作加强,国人不出国门即可买到世界各国的优质商品。其中,进口家居用品越来越受到广大消费者的青睐。其进入中国市场近20年的时间,从最初只被金字塔顶端的人群享受,到逐步被广大中产阶级以及年轻一代消费者所喜爱;消费者使用进口家居用品同时,更体验到产品带来的不同生活方式。家居行业成为蓝海,众多相关行业涉足进口家居用品行业,如:前国美电器董事长陈晓先生在上海开业的“名巢靓家”;集美家具集团旗下的集美家居;及众多消费者熟知的家居店品牌(宜家、特力屋、多样屋、MUJI等);互联网经济时代的发展,线上的产品冲击更是加快了家居行业的整合、重组、竞争、价格调整。进口家居用品行业面临的问题随之而来。即代理进口品牌产品的企业以何种品牌管理的模式更能抢占市场,如何应对进口品牌管理中的问题,提升进口品牌管理水平是企业刻不容缓的任务。在众多企业中,北京利快贸易有限公司作为国内最早踏入进口家居用品市场的公司,在品牌管理中也面临同样的课题。基于此,笔者选定了利快进口家居品牌管理研究这一课题。本研究在借鉴前人研究成果的基础上,导入贸易类进口品牌总代理公司的品牌管理思路,结合笔者所在的利快公司存在的品牌管理策略不明确,品牌定位不清晰,品牌诉求不突出,品牌延伸不到位等问题,探析了相应的外部原因和内部原因。在确定利快公司品牌管理的四大项主要内容的基础上,对完善和矫正各项品牌管理内容提出了建设性措施。并结合现代科技及互联网+的思路积极探索进口家居品牌管理的创新方法与思路。根据代理类企业品牌管理特点,从国际供应链、店铺呈现、品类选择、品类规划、产品规划、品牌理念、品牌营销策略、品牌营销方式、品牌经营现状等方面进行剖析与研究。结合“利快国际生活馆”实体店的实际情况,分析归纳出相关的问题,为本文的研究提供事实依据,增强研究的实事求是及可信度。本文共分为七部分,第一部分为绪论,其主要内容包括本文的选题背景、研究意义、国内外研究综述、研究的理论基础及研究思路、方法与结构;第二部分为概念界定与理论综述,主要介绍了品牌管理相关定义,品牌管理的相关研究、以及进口商品品牌管理的相关研究、及企业值得借鉴的品牌管理方法理论等;第三部分行业的综述以及现状分析。包括行业发展过程、现状、格局、特点、主要品类构成、消费者群体、市场特点及市场环境;第四部分论述利快公司进口家居品牌管理现状;第五部分利快公司品牌管理过程中存在的问题分析;第六部分针对利快公司品牌管理问题提出相关优化策略和方法;第七部分阐述本文得出的研究结论
[Abstract]:With the development of Chinese economy and times, China has changed from the world factory to the world market. The global trade cooperation has been strengthened. Imported household goods are becoming more and more popular among consumers. They entered the Chinese market for nearly 20 years, from the first only to the top of the pyramid of the crowd to enjoy. To be gradually favored by the broad middle class and the younger generation of consumers; Consumers use imported household products at the same time, but also experience the products brought about by different lifestyles. Home industry has become blue sea, many related industries involved in the import of household products industry. For example: Mr. Chen Xiao, former chairman of Gome, opened his business in Shanghai as a "famous and beautiful home". Jimei Furniture Group's Jimei Home; And many consumers familiar with the home store brand (IKEA, Tlee House, various houses such as MUJI and so on); With the development of the Internet economy era, the impact of online products has accelerated the integration, reorganization and competition of the home industry. Price adjustment. Import household goods industry faced with the following problems, that is, the agent import brand products by which brand management model more able to seize the market, how to deal with the import brand management problems. It is an urgent task for enterprises to improve the level of import brand management. Among many enterprises, Beijing Li-Kuai Trading Co., Ltd. is the first company in China to step into the import household goods market. In the brand management also faces the same subject. Based on this, the author selected Li-Kuai household brand management research topic. This research is based on the previous research results. Introducing the brand management ideas of the general agent company of import brand of trade type, combining with the brand management strategy of the company where the author is located, the brand management strategy is not clear, the brand positioning is not clear, and the brand appeal is not outstanding. On the basis of determining the four main contents of the brand management of Li-Kuai Company, the external and internal reasons are analyzed. Some constructive measures are put forward to perfect and correct the contents of brand management, and combined with modern science and technology and the Internet. According to the brand management characteristics of agency enterprises, the author actively explores the innovative methods and ideas of import household brand management. From the international supply chain, store presentation, category selection, category planning, product planning, brand concept, brand marketing strategy, brand marketing methods. This paper analyzes and studies the current situation of brand management, analyzes and sums up the relevant problems, and provides a factual basis for the research of this paper. This paper is divided into seven parts, the first part is the introduction, the main content includes the background of this topic, research significance, domestic and foreign research review. The theoretical basis and research ideas, methods and structure of the research; The second part is the concept definition and the theory review, mainly introduced the brand management related definition, the brand management correlation research, as well as the import commodity brand management correlation research. And the theory of brand management method that enterprises should learn from; The third part of the industry review and analysis of the current situation, including the industry development process, status quo, pattern, characteristics, the main categories of composition, consumer groups, market characteristics and market environment; Part 4th discusses the current situation of imported household brand management of Li-Kuai Company; Analysis of the problems in the process of brand management in 5th part of Li-Kuai Company; In the 6th part, the author puts forward some optimization strategies and methods for the brand management of Li-Kuai Company. Part 7th describes the research conclusions of this paper
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F721

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