朱仙镇木版年画品牌再定位策略研究

发布时间：2018-03-02 21:36

本文选题：朱仙镇　切入点：木版年画　出处：《兰州大学》2008年硕士论文　论文类型：学位论文

【摘要】： 所谓品牌再定位,就是对品牌重新定位,旨在摆脱困境、使品牌获得新的增长与活力。它不是对原有定位的一概否定,而是企业经过市场的磨练之后,对原有品牌战略的一次扬弃。通常在市场状况改变、原有品牌定位不准确、原有品牌形象衰老、消费者需求发生变化等情况下,品牌需要重新定位。朱仙镇民间木版年画始于北宋,鼎盛于明、清时期,被公认为中国民间年画的鼻祖。它的产生和发展与当时发达的社会经济和科学技术、便利的水陆交通有着密切的关系。富有地域色彩的朱仙镇木版年画老字号一度是其区别于竞争对手的盔甲和利器。但是,时移世异,如今这一金字招牌部分地在贬值,起初具有的区隔和保护也逐渐在消褪。朱仙镇木版年画要寻求发展,就必须按照自身的产品属性、市场需求变化和竞争做出适当改变或创新,就必须对其品牌进行再定位。因此,本文立足本地实际,以朱仙镇、开封市为主要地理调查区域,搜集不同消费区域和消费人群的数据,力求提出较为完善的品牌再定位框架。本文首先从朱仙镇木版年画的历史文化和工艺价值角度分析其价值所在。然后,从相关消费趋势和顾客细分这两个维度探讨朱仙镇木版年画的顾客状况。从顾客和产品—使用两个维度识别朱仙镇木版年画的主要竞争对手。通过对三个具有代表性的竞争对手的分析和自身优劣势的分析,本文进一步阐述了朱仙镇木版年画品牌再定位的必要性。通过对朱仙镇木版年画现有品牌构成的分析,以及目标市场、产品定位的确定,本文进一步确定了朱仙镇木版年画的品牌定位假说和品牌价值路线。通过以上分析和品牌价值定位的确定,进一步论述了朱仙镇木版年画品牌视觉识别系统的开发策略以及其品牌沟通策略,并提出了一些品牌定位操作执行的检验方法。本课题的研究还有待今后在实践中不断改进和完善。
[Abstract]:The so-called brand repositioning is to reposition the brand in order to get rid of the predicament and make the brand gain new growth and vitality. It is not a complete negation of the original positioning, but an enterprise after the market has been honed. Usually, the brand needs to be repositioned when the market situation changes, the original brand positioning is inaccurate, the original brand image is aging, the consumer demand changes and so on. Zhu Xianzhen Folk Wood New year Pictures began in the Northern Song Dynasty, the peak of Yu Ming, and the Qing Dynasty. It was recognized as the ancestor of Chinese folk New year paintings. Its emergence and development were associated with the development of social economy and science and technology at that time. Convenient land and water transportation is closely related. The old brand of wooden New year paintings in Zhuxian Town, rich in regional color, was once the armor and sharp weapon that distinguishes it from its competitors. However, the times are different, and now this gold-lettered signboard is in part devaluing. In order to develop, the original partition and protection must be changed or innovated according to the product attribute, market demand change and competition. Therefore, this article bases on the local reality, taking Zhu Xianzhen and Kaifeng as the main geographical investigation area, collects the data of different consumption areas and consumer crowd, and tries to put forward a more perfect brand repositioning framework. This paper first analyzes the value of Zhuxianzhen woodcut New year painting from the perspective of its historical, cultural and technological value. This paper discusses the customer status of Zhu Xianzhen woodcut New year Picture from the two dimensions of related consumption trend and customer segmentation. The main competitors of Zhu Xianzhen woodcut New year Picture are identified from customer and product-using two dimensions. The analysis of apparent competitors and their own advantages and disadvantages, This paper further expounds the necessity of brand repositioning of Zhuxianzhen woodblock New year Pictures. Through the analysis of the existing brand structure of Zhuxian Wood New year Pictures, as well as the determination of the target market and product positioning, This paper further determines the brand positioning hypothesis and brand value route of Zhuxianzhen woodblock New year painting. Through the above analysis and brand value positioning, Further discussed the development strategy and brand communication strategy of the brand vision recognition system of Zhuxianzhen woodblock New year painting. Some testing methods of brand positioning operation execution are put forward. The research of this subject needs to be improved and perfected in practice in the future.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J218.3

【引证文献】