民营企业的品牌营销策划

发布时间：2018-02-24 10:43

本文关键词： 民营企业品牌营销品牌定位品牌营销战略品牌营销控制　出处：《北京交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文应用策划学和品牌营销学的理论,通过实证分析与规范分析和定性分析与定量分析的方法,分析我国民营企业中主要的两类企业即私营企业和股份制企业的品牌营销问题,采用策划学中系统全胜原理就我国民营企业的品牌定位、品牌营销战略及品牌营销控制进行策划。然后,结合国内外两类行业中4个企业的案例进行了实证分析,提出了民营企业品牌在目前的品牌导入或成长阶段应该采取的营销策略。首先,品牌定位应遵循选择竞争性的参照系统、确定相同点和差异点、建立类目成员、选择相同点和差异点的步骤。品牌定位以功能诉求的品牌定位为主,辅以情感诉求的品牌定位,品牌定位就是要寻求差异,不论功能诉求还是情感诉求定位,品牌定位必须保持阶段性的一致。其次,品牌营销战略应以产品品牌为主,在实施产品品牌战略时,实行以渠道的设计、管理和控制为差异化的战略。针对国外强大的跨国公司,品牌营销战略应以追随战略和补缺战略为主。第三,建立合理的品牌组织机构是当务之急,组织机构可以采用职能型组织或产品型组织,对于规模比较大的企业像联想集团可以采用更复杂公司事业部组织或子公司组织类型。而关于品牌延伸,既可以采用产品延伸,又可以采用名称延伸,具体要根据企业所属的行业特点和企业自身的品牌营销战略而定。
[Abstract]:This paper applies the theories of planning and brand marketing to analyze the brand marketing problems of the two main types of private enterprises in China, namely, private enterprises and joint-stock enterprises, through the methods of empirical analysis and normative analysis and qualitative analysis and quantitative analysis. In this paper, the brand positioning, brand marketing strategy and brand marketing control of private enterprises in China are planned based on the principle of systematic total victory in planning. Then, combining with the cases of four enterprises in two kinds of industries at home and abroad, the paper makes an empirical analysis. This paper puts forward the marketing strategies that should be adopted in the current stage of brand introduction or growth in private enterprises. Firstly, brand positioning should follow a competitive reference system, identify similarities and differences, and establish category members. Choosing the steps of similarities and differences. The brand positioning is based on the brand orientation of the functional appeal, supplemented by the brand positioning of the emotional appeal, the brand positioning is to seek for the difference, whether the functional appeal or the emotional appeal positioning. Second, the brand marketing strategy should focus on the product brand. When implementing the product brand strategy, the channel design should be carried out. Management and control is a differentiated strategy. Brand marketing strategy should focus on following strategy and filling up strategy. Thirdly, it is urgent to establish a reasonable brand organization. Organizations can adopt functional organizations or product-based organizations. For larger enterprises such as Lenovo, they can adopt more complex corporate division organizations or subsidiary organizations. For brand extension, product extensions can be used. Name extension can also be adopted, depending on the industry characteristics of the enterprise and its own brand marketing strategy.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F276.5;F273.2

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