W商贸公司品牌战略的改善研究

发布时间：2018-03-11 21:34

本文选题：品牌战略　切入点：品牌生命周期理论　出处：《哈尔滨工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：近十年来,众多爱好收藏的人不再只将目光拘泥于常规古玩字画、奇石异珍,文玩杂项也渐渐吸引了部分收藏者的眼球。尤其是与佛教相关的文玩市场渐热。各类菩提子、红木珠串、佛家七宝类宝石等占去了收藏市场颇大的份额。新兴市场的出现,往往伴随着诸多因经营者混杂、行业规范不足、市场制度不健全、监管不力等因素所引发的竞争无序、市场杂乱无章等问题。在市场经济的环境下,对于文玩市场上的企业来说,乘着行业崛起的东风的同时,也无疑面临着上述问题所引发的巨大挑战。W商贸公司正是在此机遇与挑战并存的时期进入市场。W商贸公司自成立之日起,便确定了建立品牌战略的设想与规划。但是,在公司经过一年多的发展之后,在品牌战略的建设方面和品牌推广方面,虽然已经取得了一定的成绩,却也在这个过程中遇到了更多的,亟待解决的问题。本文将从W商贸公司品牌战略建设的现状出发,对比国内、外关于品牌管理与品牌战略研究的诸多理论,选择适合W商贸公司品牌建设条件与现状的部分进行研究。并以这些理论研究的基础为依据,最终建立符合本公司实际情况的品牌战略框架与具体实施方案。经过大量的资料筛选与总结,在企业现状分析方面,本文将结合品牌生命周期理论与SWOT分析法两种理论,吸收这两种理论在企业品牌管理方面具备优势的因素,规避开其各自的短处与不足方面。将二者优势互补、有机结合,分析得出W商贸公司品牌战略发展的客观、真实的现状。在确认了公司品牌战略现状之后,将以符合国内市场环境实际的周志民教授的品牌管理理论框架为指导,结合W商贸公司现状,最终确立公司的品牌战略框架。随后将进一步的围绕该框架设计相应的实施细则,以使其在W商贸公司未来的品牌战略管理实践中切实的发挥指导作用。
[Abstract]:Over the past decade, many people who like to collect are no longer just fixated on conventional antiques and paintings. Strange stones, rare treasures, and miscellaneous articles have gradually attracted the attention of some collectors. Especially in the Buddhist literature and play market, the market is becoming more and more popular. All kinds of puppies are becoming more and more popular. Mahogany beads, Buddhist precious stones and other precious stones have taken up a large share of the collection market. The emergence of emerging markets has often been accompanied by a lot of mixed business operators, inadequate industry norms, and imperfect market systems. In the market economy environment, for the enterprises in the Wenxuan market, they take advantage of the rising of the industry at the same time, Undoubtedly, facing the huge challenge caused by the above problems. W Trading Company entered the market at this time of both opportunity and challenge. Since its establishment, it has determined the vision and plan of establishing brand strategy. After more than a year of development, although the company has made certain achievements in the building of brand strategy and brand promotion, it has also encountered more and more in the process. This article will proceed from the current situation of brand strategy construction of W trade company, compare many theories about brand management and brand strategy research in our country and abroad, Choose the suitable brand construction conditions and current situation of W trade company to carry on the research. And based on these theoretical research, Finally, establish the brand strategic framework and concrete implementation plan which accord with the actual situation of our company. After a lot of data screening and summary, in the enterprise present situation analysis, this article will combine the brand life cycle theory and the SWOT analysis method two kinds of theories, Absorbing the factors that the two theories have advantages in the enterprise brand management, avoiding their respective shortcomings and shortcomings, combining the advantages of the two theories organically, we can get the objective development of the brand strategy of W trade company. After confirming the current status of the company's brand strategy, we will be guided by Professor Zhou Zhimin's theoretical framework of brand management, which is in line with the actual domestic market environment, combining with the current situation of W Trading Company. Finally, the company's brand strategic framework will be established. Then, the corresponding implementation rules will be designed around the framework, so that it can play a guiding role in the future brand strategy management practice of W Trading Company.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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