德高（中国）公司的品牌战略研究

发布时间：2018-06-20 14:37

本文选题：跨国公司 + 建材行业　；参考：《复旦大学》2009年硕士论文

【摘要】： 十余年的中国市场发展,让德高中国公司有了一个好的开始,随着中国政府对建筑行业节能环保要求的不断提高,中国干砂浆行业将进入高速发展期,与此同时,德高中国公司未来三年的销售目标提出翻番至2012年达10亿人民币目标,真正的考验是要求德高中国公司在品牌建设的道路上有新的思路,新的行动。本文通过对DAVCO德高中国公司在中国市场发展历程的展示,从“研究”的角度来解读德高中国公司的品牌战略:走品牌发展战略的形成过程——切入市场的关键在于高端及相对的蓝海环境——良性长久的品牌发展的三大要旨。从中分析了跨国公司的一些基本的经营理念及其具体做法,它将对中国企业的发展具有重要借鉴意义。通过SWOT分析列举德高中国公司对企业的内部优劣势及外部的市场机会与威胁,指出德高公司的内部优势在于:拥有良好的企业文化传承,国际著名的品牌形象与影响力,强有力的内部财务管控体制;且拥有稳定而富有激情的销售团队和经销网络。公司的劣势在于:产品线过短,运营水平有待提高;市场运营模式受到挑战。德高中国公司的市场机会是,国家对环保节能建筑的重视;家庭商用住房的装修要求提高,大型建材超市进入后对品牌产品的标杆示范。而市场威胁亦存在于,工程市场的开拓不力,失去相当机会,社会不正当竞争使企业受到挤压,以及低价产品在中国市场的巨大影响力等等。经过详尽的分析,确定充分发挥德高品牌的“人像”特征优势,及其品牌内涵所反映出的“诚实、品质、服务”的核心价值,为德高中国公司的品牌发展战略注入新的活力。通过运用STP分析工具为德高中国公司找出了一片商业蓝海,让德高中国公司的市场发展聚焦于家用水泥基防水市场,不懈地市场网络布局,让德高专卖店,分销店蓬勃地发展起来,让德高品牌深入中国消费者的心智。品牌建设是企业与市场的内外互动,是企业的经营理念、创新态度、人文建设的综合体现。德高中国公司以独特的视角,提出:造血、守法、为品牌建设营造良好条件;创新营销来提升品牌影响力;以企业内部的人文关怀塑造品牌凝聚力。
[Abstract]:The development of the Chinese market for more than a decade has made a good start for the Degao China Company. With the increasing requirements of the Chinese government for energy conservation and environmental protection in the construction industry, the dry mortar industry in China will enter a period of rapid development. At the same time, The real test of the goal of doubling the sales target of Deco China over the next three years to reach 1 billion yuan by 2012 will be to demand that the company have new ideas and new actions on the road to brand building. This paper shows the history of DAVCO Degao China's market development in China. From the perspective of "research", this paper interprets the brand strategy of Deco China: the key to enter the market lies in the three major tenets of the benign and long-term brand development, namely, the high-end and the relative blue sea environment, which is the forming process of the brand development strategy. This paper analyzes some basic management concepts and concrete practices of multinational corporations, which will be of great significance to the development of Chinese enterprises. Through SWOT analysis, the author enumerates the internal advantages and disadvantages and the external market opportunities and threats of the Chinese company, and points out that the internal advantages of the company lie in: having a good corporate culture heritage, international famous brand image and influence. Strong internal financial control system, and a stable and passionate sales team and distribution network. The disadvantages of the company are that the product line is too short, the operating level needs to be improved, and the market operation model is challenged. The market opportunities for Deco China are the state's emphasis on environmentally friendly and energy-efficient buildings, the improvement of home and commercial housing requirements, and the benchmarking of brand products after the entry of large building materials supermarkets. The market threat also exists in the weak development of the engineering market, the loss of considerable opportunities, the unfair competition of the society, the squeezing of enterprises, and the huge influence of low-price products in the Chinese market, and so on. Through detailed analysis, it is determined that the core value of "honesty, quality and service" reflected by the connotation of Degao's brand, which can give full play to the "portrait" characteristic advantage of Degao brand, infuse new vitality into the brand development strategy of Degao China. Through the use of STP analysis tools to find out a commercial blue sea for Degao China, so that the Degao China company's market development focused on the domestic cement waterproofing market, unremitting market network layout, let Degao exclusive store, Distribution stores have flourished, allowing the Deco brand to penetrate into the minds of Chinese consumers. Brand building is the internal and external interaction between the enterprise and the market, and the comprehensive embodiment of the enterprise's management concept, innovative attitude and humanistic construction. Degao China Company puts forward: hematopoiesis, abiding by the law, creating good conditions for brand building; innovating marketing to enhance brand influence; building brand cohesion with humanistic care within the enterprise.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【参考文献】