好孩子集团品牌建设策略研究
发布时间：2018-09-10 12:54
【摘要】： 中国的婴童行业同国外婴童行业相比较还处于初级阶段,但是发展速度迅猛。根据人口统计表明,中国正在进入人口出生的第四次高峰期,尤其是08年奥运在祖国北京的召开,以及10年的世博会,中国的新生人口将有井喷式的增长。在消费者日益追求体验、服务、品牌化的时代,如何采取正确的策略,推广品牌,塑造以服务为核心价值具有鲜明个性的品牌形象,是好孩子集团面临的重大问题。 本文试图通过好孩子集团案例的研究,探索婴童行业建立强势品牌的路径。文章首先通过分析好孩子集团品牌建设现状,找出好孩子集团品牌建设面临的主要挑战。然后通过婴童行业的宏观环境,行业竞争分析,进行了品牌建设的机会分析。其次,进行了品牌建设,服务营销,体验营销的相关理论综述。然后,对好孩子集团的品牌战略进行了分析,包括了产品和服务并重的品牌定位,多品牌战略指导下的品牌延伸两个角度。最后,从品牌传播,以体验为导向的服务营销,渠道建设,创建以服务为导向的企业文化的品牌策略进行了讨论。
[Abstract]:China's infant industry is still in its infancy compared with foreign ones, but it is developing rapidly. According to demographics, China is entering the fourth peak of birth, especially the 2008 Olympic Games in the motherland Beijing, and the 10-year World Expo, China's new population will have a blowout growth. In the era of consumers' increasing pursuit of experience, service and branding, how to adopt the correct strategy, promote brand and create brand image with distinct personality with service as the core value is a major problem facing good children group. This paper attempts to explore the way of establishing strong brand in infant children industry through the case study of good Children Group. Firstly, by analyzing the current situation of brand construction, this paper finds out the main challenges faced by the brand construction of good children group. Then through the macro environment of infant industry, industry competition analysis, brand construction opportunity analysis. Secondly, it summarizes the related theories of brand building, service marketing and experience marketing. Then, the brand strategy of good children group is analyzed, including the brand positioning of both product and service, and the brand extension under the guidance of multi-brand strategy. Finally, it discusses the brand strategy of brand communication, experience-oriented service marketing, channel construction and the creation of service-oriented corporate culture.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.8
本文编号：2234500
[Abstract]:China's infant industry is still in its infancy compared with foreign ones, but it is developing rapidly. According to demographics, China is entering the fourth peak of birth, especially the 2008 Olympic Games in the motherland Beijing, and the 10-year World Expo, China's new population will have a blowout growth. In the era of consumers' increasing pursuit of experience, service and branding, how to adopt the correct strategy, promote brand and create brand image with distinct personality with service as the core value is a major problem facing good children group. This paper attempts to explore the way of establishing strong brand in infant children industry through the case study of good Children Group. Firstly, by analyzing the current situation of brand construction, this paper finds out the main challenges faced by the brand construction of good children group. Then through the macro environment of infant industry, industry competition analysis, brand construction opportunity analysis. Secondly, it summarizes the related theories of brand building, service marketing and experience marketing. Then, the brand strategy of good children group is analyzed, including the brand positioning of both product and service, and the brand extension under the guidance of multi-brand strategy. Finally, it discusses the brand strategy of brand communication, experience-oriented service marketing, channel construction and the creation of service-oriented corporate culture.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.8
【引证文献】
相关期刊论文 前1条
1 姚蕻;;中国婴童产业环境浅析——以逗逗仔公司为例[J];安徽科技学院学报;2012年02期
相关硕士学位论文 前1条
1 肖珊;“贝芙丽烘焙坊”品牌视觉形象的应用[D];陕西科技大学;2013年
，本文编号：2234500
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