庄合品牌规划研究

发布时间：2018-05-05 21:41

本文选题：庄合 + 品牌　；参考：《兰州大学》2009年硕士论文

【摘要】： 品牌是企业重要的无形资产,是产品、消费者和企业三者之间关系的总和。随着科学技术的发展和市场竞争的日趋激烈,品牌对提升企业形象、提高市场竞争力的作用越来越明显。科技的发展使得产品分类越来越细,产品间的差别越来越小,企业间的竞争、产品间的竞争更多地表现为品牌的竞争。当今世界经济诸强的经济大厦也无不由众多的世界级品牌来支撑。而打造一个个性鲜明、高知名度、高美誉度的品牌的关键是对品牌进行长期的战略规划。尤其对于新兴企业,品牌规划对企业的发展尤为重要。改革开放三十年,随着我国经济的不断发展,企业也得以迅速成长与发展,但是大多数企业主要依靠低廉的劳动力和降低成本抢占市场的方式在世界品牌纵横的格局下挤出了一片天,而在世界上中国整体的品牌深入度还不够,能在国际上享有盛誉的知名品牌更少,这与我国企业发展和品牌规划相脱节直接相关,特别是在企业规模扩大时,品牌影响力远远不够,品牌形象难以适应企业发展的需要。因此,要避免这种矛盾,品牌的前期规划至关重要。本文以深圳市庄合热泵空调有限公司这一新兴企业为研究对象,在品牌规划的理论研究的基础上,通过庄合品牌所处的企业内部和行业外部环境分析,剖析了庄合品牌在品牌定位、价值、个性和形象等方面的优势及存在问题,并针对问题进行适应性调整和规范,重点对庄合的企业内部管理、产品结构、营销方式、目标市场及竞争对手进行对比分析,找出其在空调行业中的机会与挑战,并结合传统的和新型的营销方式,提出了品牌传播与推广的策略,以期为庄合企业的发展制定完善的品牌战略规划方案,也为相关企业的品牌规划提供借鉴。
[Abstract]:Brand is an important intangible asset and the sum of the relationships among products, consumers and enterprises. With the development of science and technology and the increasingly fierce market competition, brand plays a more and more important role in improving enterprise image and market competitiveness. With the development of science and technology, the classification of products becomes more and more fine, the difference between products becomes smaller and smaller, the competition among enterprises and the competition among products are more and more manifested in the competition of brands. The economic edifice of the world economy is also supported by many world-class brands. And the key to creating a brand with distinctive personality, high reputation and high reputation is to make long-term strategic planning for the brand. Especially for emerging enterprises, brand planning is particularly important for the development of enterprises. After 30 years of reform and opening up, with the continuous development of our country's economy, enterprises have also been able to grow and develop rapidly. However, most enterprises rely mainly on cheap labor and the way of reducing costs to seize the market. They have squeezed out the world's brands in a vertical and horizontal pattern, but in the world, the overall brand depth in China is not enough. There are fewer well-known brands in the world, which is directly related to the disconnection between the enterprise development and brand planning in China. Especially when the scale of the enterprise expands, the brand influence is far from enough, and the brand image is difficult to meet the needs of the enterprise development. Therefore, to avoid this contradiction, brand planning is crucial. This paper takes Shenzhen Zhuanghe Heat pump Air-Conditioning Co., Ltd. as the research object, based on the theoretical research of brand planning, through the analysis of the internal and external environment of Zhuanghe brand. This paper analyzes the advantages and problems of Zhuanghe brand in brand positioning, value, personality and image, and adaptively adjusts and standardizes the problems, focusing on the internal management, product structure and marketing mode of Zhuanghe. Comparing the target market and competitors to find out their opportunities and challenges in the air conditioning industry, and combined with the traditional and new marketing methods, put forward the brand communication and promotion strategy. In order to establish a perfect brand strategic plan for the development of Zhuanghe enterprise, and also provide reference for the brand planning of related enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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