网络环境下中小型玩具企业品牌模式及商业模式研究

发布时间：2018-06-21 15:08

本文选题：玩具业 + 中小企业　；参考：《湖南大学》2008年硕士论文

【摘要】： 我国中小型玩具企业目前面临很大困境,在生产成本上升,海外贸易壁垒等多方面不利因素影响的情况下,依靠加工生产的方式获取利润的简单模式已经不再符合企业生存和发展的要求。企业只有通过设计创新,努力创立拥有知识产权的自有品牌,增加产品的附加值,提高企业的竞争力才能赢得市场的主动权。在网络环境下,品牌的创建发生了变化,表现出与传统品牌理念不同的特征和形式。本文以基于网络平台的玩具行业品牌为研究对象,对于网络环境下的品牌模式和商业模式进行了深入的研究。本文的创新性结果在于将玩具和网络品牌定义进行了科学的修正,研究了网络品牌的打造流程,构建了适用于中小型玩具企业网络品牌的定位模式、传播模式、营销模式、商业模式、盈利模式。并且将以上研究所得出的一些方法与结果运用到东莞市西玛玩具有限公司的网络品牌建构的实践项目中,将理论与实践相结合,用以论证之前分析研究的可行性和准确性。本论文是以实际研究项目为基础,结合大量的调查考察、理论研究、案例分析,力求根据我国玩具业现状和中小企业的自身特点,为中小型玩具企业的网络品牌之路提出建议和实际性的解决方案。希望能够给中小型玩具企业管理者一个新的视角,对于企业网络品牌的建设有一定借鉴意义。
[Abstract]:At present, small and medium-sized toy enterprises in China are facing great difficulties. Under the influence of many adverse factors, such as rising production costs and overseas trade barriers, The simple mode of obtaining profits by processing and production is no longer in line with the requirements of enterprise survival and development. Only through the innovation of design, creating the own brand with intellectual property rights, increasing the added value of products and improving the competitiveness of enterprises can they win the initiative of the market. In the network environment, brand creation has changed, showing different characteristics and forms from the traditional brand concept. In this paper, the toy industry brand based on the network platform as the research object, the brand model and business model under the network environment are studied deeply. The innovative result of this paper lies in the scientific revision of the definition of toy and network brand, the research on the process of making network brand, and the construction of positioning mode, communication mode and marketing mode suitable for small and medium-sized toy enterprises. Business model, profit model. And some methods and results obtained from the above research are applied to the practical project of the network brand construction of Dongguan Xima Toys Co., Ltd., which combines theory with practice to prove the feasibility and accuracy of the previous analysis and research. This paper is based on the actual research projects, combined with a large number of investigation, theoretical research, case analysis, according to the current situation of China's toy industry and the characteristics of small and medium-sized enterprises. For the small and medium-sized toy enterprise network brand road proposed the proposal and the practical solution. I hope to give a new perspective to the managers of small and medium toy enterprises, which has certain reference significance for the construction of enterprise network brand.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.8

【引证文献】