共享集团有限责任公司品牌营销策略研究

发布时间：2018-05-22 12:46

本文选题：品牌营销 + 铸造　；参考：《西安理工大学》2008年硕士论文

【摘要】： 21世纪是品牌竞争的世纪,惟有拥有品牌才能成为竞争的胜者。在经济全球化的时代背景下,许多著名国际公司都依靠其品牌优势瓜分世界市场。而铸造业,不仅是制造业的基础,也是国民经济的基础产业,各行业都离不开铸件,从汽车、机床,到航空、航天、国防以及人们的日常生活,如建筑五金、家用电器等等都需要铸件。随着世界经济强国工业重心的转移,中国渐渐成为欧美发达国家工业战略转移目标,中国已成为世界铸造大国,但尚未成为铸造强国,中国制造规模和需求的快速扩张并没有带来整体竞争力的质变。造成这一局面的原因,除了缺少核心技术以外,也暴露出我国铸造企业在品牌力一面的缺失。作为铸造产品,同终端产品一样需要建立品牌优势获取市场。本文以品牌营销理论为研究基础,运用实证分析法对共享集团品牌营销进行研究,首先对共享集团所处行业及市场环境、竞争对手进行分析,明晰了中国铸造行业的现状及发展趋势。其次对共享集团品牌现状进行深入调查,挖掘出潜在的问题;最后根据分析结果,结合共享集团的内外部资源条件,从共享集团的品牌识别、品牌定位、品牌形象塑造、品牌推广这四个方面出发,详细地拟定了一整套的品牌营销策略,并提出了实施建议。本文以共享集团有限责任公司为对象,对其品牌营销策略进行研究,具有一定的研究意义,对共享集团的品牌营销的实施具有实际的借鉴意义,并对相关工业企业具有一定的参考价值。
[Abstract]:The 21st century is the century of brand competition. Under the background of economic globalization, many famous international companies divide the world market by their brand advantages. The foundry industry, not only the foundation of manufacturing, but also the basic industry of the national economy, can not be separated from castings, from cars, machine tools, to aviation, aerospace, national defense and people's daily life, such as building hardware. Home appliances and so on need castings. With the shift of the industrial center of the world economic power, China has gradually become the industrial strategic transfer target of the developed countries in Europe and the United States. China has become a big foundry country in the world, but it has not yet become a foundry power. The rapid expansion of manufacturing size and demand in China has not brought about qualitative changes in overall competitiveness. In addition to the lack of core technology, the reasons for this situation also exposed the lack of brand strength of Chinese foundry enterprises. As a foundry product, the same as the end product needs to establish brand advantages to obtain the market. Based on the brand marketing theory, this paper uses the empirical analysis method to study the brand marketing of the sharing group. Firstly, it analyzes the industry and market environment of the sharing group and its competitors. The present situation and development trend of foundry industry in China are clarified. Secondly, the status quo of the shared group brand is investigated in depth, and potential problems are excavated. Finally, according to the analysis results, combined with the internal and external resource conditions of the sharing group, from the sharing group brand identification, brand positioning, brand image shaping, Starting from these four aspects of brand promotion, this paper formulates a set of brand marketing strategies in detail, and puts forward some suggestions for implementation. This article takes the sharing group limited liability company as the object, carries on the research to its brand marketing strategy, has the certain research significance, has the actual reference significance to the sharing group brand marketing implementation, And has certain reference value to the related industrial enterprise.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274

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