木门品牌研究与个性化塑造

发布时间：2018-05-01 21:59

本文选题：木门 + 品牌文化　；参考：《浙江农林大学》2017年硕士论文

【摘要】：在全球经济一体化的进程中,木门企业面临的竞争日趋白热化。企业在市场竞争中开始尝试着通过不同渠道和模式来拓宽市场,其中品牌战略是其中一个强有力的竞争手段。本文从品牌文化建设研究出发,以品牌个性化塑造为视角,以某一木门企业为例展开品牌建设在木门企业中的应用研究,探索了品牌个性化塑造的方式、方法以及产品的“商品化”过程中的品牌概念载入形式,旨在通过对品牌文化架构的梳理和个性化的塑造,拟定一系列品牌策划、产品开发、市场推广等方案,为企业提供文化支撑,以感性手段达到增强消费粘性的目的。品牌文化是企业文化的外化形式和宣传手段,本文提出的品牌个性化塑造步骤如下:首先明确体现品牌文化的主体内涵,通过文化的提炼,完成企业策划和宣传标语设定;其次规范视觉识别系统,使消费者能够快速记忆、深刻联想;第三,规范终端形象展示系统;第四,产品设计研发的过程中融入企业文化和个性;最后通过贴心的售后服务,给消费者带来愉快的购物体验,积攒良好的口碑。通过对品牌个性化塑造的梳理,为企业提供品牌建设发展的思路和方向。课题通过多维度的规划设计,加强木门产品所蕴含的深刻的价值内涵和情感内涵,给消费者更多高层次的满足以及精神的寄托,进而在消费者心里形成潜在的文化认同和情感眷恋。将企业价值观以品牌的形式传递给顾客,从最终受益人群的角度出发,为其展现出效率、卓越、地位、道德、尊严、乐趣、美感、精神面貌等企业素质,增强消费可信度,提高产品附加值和客户成交率。最终论文结合理论模型模型和实际案例,将木门品牌建设的经验和方法系统的提出,为木门品牌建设提供了参考,使企业主能够更高效的完成品牌建设。
[Abstract]:In the process of global economic integration, wooden door enterprises are facing increasingly fierce competition. In the market competition, enterprises begin to try to broaden the market through different channels and models, among which brand strategy is one of the powerful means of competition. Starting from the research of brand culture construction, taking brand individualization as the angle of view and taking a wooden door enterprise as an example, this paper studies the application of brand construction in wooden door enterprise, and explores the way of brand individualization molding. Methods and the form of brand concept loading in the process of "commercialization" of products, aiming at drawing up a series of plans for brand planning, product development and marketing through combing and personalizing the brand culture structure. To provide cultural support for enterprises, emotional means to enhance the purpose of consumption stickiness. Brand culture is the external form and propaganda means of corporate culture. The steps of brand individualization are as follows: firstly, the main content of brand culture is clearly embodied, and through the extraction of culture, enterprise planning and advertising slogan setting are completed; Secondly, standardize the visual identification system to enable consumers to quickly remember and deeply associate; third, standardize the terminal image display system; fourth, incorporate enterprise culture and personality into the process of product design and development; and finally, through intimate after-sales service, Bring to the consumer happy shopping experience, accumulate good word of mouth. Through the carding of brand individualization, it provides the train of thought and direction of brand construction and development for enterprises. Through multi-dimensional planning and design, the project strengthens the profound value connotation and emotional connotation contained in wooden door products, and gives consumers more high-level satisfaction and spiritual sustenance. And then form potential cultural identity and emotional attachment in the heart of consumers. The enterprise values are passed on to the customers in the form of brand, and from the angle of the ultimate beneficiary group, it shows the enterprise quality such as efficiency, excellence, status, morality, dignity, fun, aesthetic feeling, spiritual outlook and so on, and strengthens the credibility of consumption. Improve the added value of products and customer turnover rate. Finally, combining with theoretical model model and practical cases, the paper puts forward the experience and method of wooden door brand construction systematically, which provides a reference for wooden door brand construction, so that business owners can complete brand construction more efficiently.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.88;F273.2

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