贝发文具品牌营销战略研究

发布时间：2018-05-10 14:38

本文选题：贝发文具 + 品牌营销　；参考：《西南交通大学》2009年硕士论文

【摘要】： 品牌是符号,浓缩企业各种重要信息的符号。把企业的信誉、文化、产品、质量、科技、潜力等重要信息凝练成一个品牌符号,着力塑造其广泛社会知名度和美誉度,烙印到公众心里,使产品随着品牌符号走进到消费者心里。这个过程就是打造品牌。品牌附加值不是按照其投资额推算的。强势品牌低投入,高收入。所带来的高额利润,多倍超出市场平均水平。品牌是形象,是信誉,是资产。品牌是衡量企业及其产品社会公信度的尺度。品牌竞争力是企业的核心竞争力。经济全球一体化,市场竞争,取决于品牌竞争。最高级的营销不是建立庞大的营销网络,而是利用品牌符号,把无形的营销网络铺建到社会公众心里,把产品输送到消费者心里。使消费者选择消费时认这个产品,投资商选择合作时认这个企业。这就是品牌营销。品牌营销是通过市场营销使客户形成对企业品牌和产品的认知过程。市场营销既是一种组织职能,也是为了组织自身及利益相关者的利益而创造、传播、传递客户价值,管理客户关系的一系列过程。面临严峻的国内国际竞争,生死攸关的考验,越来越多的国内文具企业意识到打造民族品牌,建立以品牌为核心,对于企业发展的重要性。本文通过研究我国文具行业的历史、现状及发展趋势,通过分析文具企业内外的环境,得出文具行业发展对内要追求以产品经营为内容的品牌核心竞争力的提高,对外实行以品牌营销为重点的竞争战略,企业内部和外部发展的结合促进行业内部资源的优化,才是文具行业发展的本质。并进一步通过对品牌和企业品牌核心竞争力关系的论证,提出我国文具企业以品牌提升企业核心竞争力,塑造行业龙头企业的现实可行性;通过贝发文具行业实行奥运品牌战略,实行品牌强强合作等案例,深入研究我国文具企业进行品牌营销战略的重要意义。
[Abstract]:The brand is the symbol, condenses the enterprise each kind of important information symbol. The company's reputation, culture, products, quality, science and technology, potential and other important information into a brand symbol, and strive to shape its extensive social awareness and reputation, branded to the public heart, Make the product go into the consumer's heart with the brand symbol. The process is to build a brand. Brand added value is not calculated according to its investment. Strong brand low investment, high income. The high profits brought by, many times more than the average level of the market. The brand is the image, is the prestige, is the asset. Brand is a measure of the social credibility of enterprises and their products. Brand competitiveness is the core competitiveness of enterprises. Economic globalization, market competition, depends on brand competition. The most advanced marketing is not the establishment of a huge marketing network, but the use of brand symbols to build the invisible marketing network to the public and the products to the consumers. Let the consumer choose to buy the product, investors choose to partner with the enterprise. This is brand marketing. Brand marketing is the cognitive process of brand and product by means of marketing. Marketing is not only an organizational function, but also a series of processes to create, spread, transfer customer value and manage customer relationship for the benefit of the organization itself and stakeholders. Faced with severe domestic and international competition, more and more domestic stationery enterprises realize the importance of building national brand and building brand as the core for the development of enterprises. By studying the history, present situation and development trend of stationery industry in China, and analyzing the environment inside and outside stationery enterprises, this paper draws a conclusion that the development of stationery industry should improve the core competitiveness of brand with the content of product management. The essence of the development of stationery industry is to carry out the competition strategy with emphasis on brand marketing and to combine the internal and external development of the enterprise to promote the optimization of the internal resources of the industry. Furthermore, through the demonstration of the relationship between brand and enterprise brand core competence, this paper puts forward the practical feasibility of promoting the core competitiveness of Chinese stationery enterprises by brand and shaping the leading enterprises in the industry. Through the practice of Olympic brand strategy and brand strong cooperation in Beifa stationery industry, the significance of brand marketing strategy for stationery enterprises in China is studied in depth.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.8

【引证文献】