晋江鞋业的品牌战略研究
发布时间：2018-11-02 11:46
【摘要】： 随着我国经济体制的改革,市场经济得到发展,社会经济文化日益进步,经济运作方式也发生了质的变化。与之相适应,企业必须依照内外部经营环境发生的深刻变化,重新调整企业经营的指导思想、品牌战略。本文致力于对品牌战略在鞋业领域应用研究。从品牌战略的概念研究开始,结合当代研究品牌战略在鞋业应用的研究成果,总结出前人的研究理念,并根据本人在晋江鞋业具体企业中的调查资料,阐述了品牌战略在鞋业领域应用中的重要性和必然性,从品牌战略角度详细论述了我国品牌崛起之路开始铺就的必要条件。 多年来,晋江积极实施“质量兴市”和“造牌运动”,引导企业加强质量管理和争创名牌,寻找民族工业的发展之路,取得了令人瞩目的成就。目前,晋江鞋业牌子林立,企业众多,“央视+明星代言”的普遍模式带给了行业短暂的繁荣,也带给晋江鞋业严重的同质化后遗症——品牌竞争无序、市场销售量无法提升、利润越来越薄而投入越来越大,晋江鞋业的品牌营销进程中遇到发展的瓶颈。 同时,本文论述了品牌的含义、品牌战略的作用、品牌战略过程所必需的阶段;对晋江鞋业品牌竞争力、晋江鞋业品牌战略对策进行了深入全面的延伸研究。品牌战略乃企业的核心竞争力的外在表现;品牌战略的基础是品牌的核心价值与定位:品牌战略的重点是品牌个性与差异;如何维持品牌的长治久安——品牌维护与发展; 本研究尝试从晋江鞋业的品牌战略成功因素和失败原因进行分析切入,通过研究晋江鞋业发展历史,对晋江鞋业中的品牌战略进行统计和分析,力图具体地就品牌战略方面总结成功的应用规律及其对我国企业品牌战略的影响和社会意义。本研究还尝试对我国企业品牌战略的意义进行探讨,总结出适用于中国企业品牌战略及其被企业普遍接受的模式,为以后的品牌战略研究提供一些启示和思路。 品牌战略需要长期的研究与实践,随着时代的变迁,品牌战略的重点也有所侧重,但是结合国情特色而发展是具有历史必然性的,本文在最后简单地探讨了今后品牌战略在中国鞋业领域应用中的发展趋势和发展的方向。从品牌范畴总结晋江鞋业发展特点,能够建立一个正确的品牌意识。在国际上创出中国的品牌,就要全面的了解品牌战略,并将之运用到企业扩展过程中。
[Abstract]:With the reform of China's economic system, the development of market economy, the progress of social economy and culture, the mode of economic operation has also changed qualitatively. Accordingly, enterprises must readjust their guiding ideology and brand strategy according to the profound changes in the internal and external operating environment. This paper is devoted to the application of brand strategy in the field of shoe industry. Starting from the concept research of brand strategy, combining with the research results of contemporary research on brand strategy application in shoe industry, this paper summarizes the previous research ideas, and according to the investigation data of my own in the specific enterprise of Jinjiang shoe industry, This paper expounds the importance and inevitability of the application of brand strategy in the field of shoe industry, and from the angle of brand strategy, discusses in detail the necessary conditions for the emergence of brand in China. Over the years, Jinjiang has actively carried out "quality rejuvenation" and "brand building movement", guided enterprises to strengthen quality management and create famous brands, and found a way to develop national industries, which has made remarkable achievements. At present, there are numerous brands and enterprises in the Jinjiang shoe industry. The general pattern of "star endorsements by CCTV" has brought the industry a temporary prosperity, as well as the serious homogenization sequelae of the Jinjiang shoe industry-the disorder of brand competition and the inability to improve the market sales volume. The profit is thinner and the investment is bigger and bigger, the Jinjiang shoe industry's brand marketing process meets the bottleneck of development. At the same time, this paper discusses the meaning of the brand, the role of the brand strategy, the necessary stage of the brand strategy process, the brand competitiveness of the Jinjiang shoe industry, the brand strategy of the Jinjiang shoe industry has carried on the thorough comprehensive extension research. Brand strategy is the external expression of enterprise's core competitiveness, the base of brand strategy is the core value and orientation of brand, the emphasis of brand strategy is brand individuality and difference, how to maintain the long-term stability of brand-brand maintenance and development; This study attempts to analyze the factors of success and failure of the brand strategy of the Jinjiang shoe industry, and through the study of the history of the development of the shoe industry in Jinjiang, statistics and analysis of the brand strategy in the shoe industry of Jinjiang. This paper tries to sum up the successful application law of brand strategy and its influence on the brand strategy of our country and its social significance. This study also attempts to explore the significance of the brand strategy of Chinese enterprises, summarizes the suitable brand strategy of Chinese enterprises and its generally accepted mode, and provides some enlightenment and ideas for the future research of brand strategy. Brand strategy needs long-term research and practice. With the change of times, the emphasis of brand strategy is also focused on, but it is historical inevitability to develop with the characteristics of national conditions. In the end, this paper briefly discusses the development trend and development direction of brand strategy in the field of Chinese shoe industry. From brand category summary Jinjiang shoe industry development characteristic, can establish a correct brand consciousness. To create Chinese brand in the world, we should understand brand strategy comprehensively and apply it to the process of enterprise expansion.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86
本文编号：2305922
[Abstract]:With the reform of China's economic system, the development of market economy, the progress of social economy and culture, the mode of economic operation has also changed qualitatively. Accordingly, enterprises must readjust their guiding ideology and brand strategy according to the profound changes in the internal and external operating environment. This paper is devoted to the application of brand strategy in the field of shoe industry. Starting from the concept research of brand strategy, combining with the research results of contemporary research on brand strategy application in shoe industry, this paper summarizes the previous research ideas, and according to the investigation data of my own in the specific enterprise of Jinjiang shoe industry, This paper expounds the importance and inevitability of the application of brand strategy in the field of shoe industry, and from the angle of brand strategy, discusses in detail the necessary conditions for the emergence of brand in China. Over the years, Jinjiang has actively carried out "quality rejuvenation" and "brand building movement", guided enterprises to strengthen quality management and create famous brands, and found a way to develop national industries, which has made remarkable achievements. At present, there are numerous brands and enterprises in the Jinjiang shoe industry. The general pattern of "star endorsements by CCTV" has brought the industry a temporary prosperity, as well as the serious homogenization sequelae of the Jinjiang shoe industry-the disorder of brand competition and the inability to improve the market sales volume. The profit is thinner and the investment is bigger and bigger, the Jinjiang shoe industry's brand marketing process meets the bottleneck of development. At the same time, this paper discusses the meaning of the brand, the role of the brand strategy, the necessary stage of the brand strategy process, the brand competitiveness of the Jinjiang shoe industry, the brand strategy of the Jinjiang shoe industry has carried on the thorough comprehensive extension research. Brand strategy is the external expression of enterprise's core competitiveness, the base of brand strategy is the core value and orientation of brand, the emphasis of brand strategy is brand individuality and difference, how to maintain the long-term stability of brand-brand maintenance and development; This study attempts to analyze the factors of success and failure of the brand strategy of the Jinjiang shoe industry, and through the study of the history of the development of the shoe industry in Jinjiang, statistics and analysis of the brand strategy in the shoe industry of Jinjiang. This paper tries to sum up the successful application law of brand strategy and its influence on the brand strategy of our country and its social significance. This study also attempts to explore the significance of the brand strategy of Chinese enterprises, summarizes the suitable brand strategy of Chinese enterprises and its generally accepted mode, and provides some enlightenment and ideas for the future research of brand strategy. Brand strategy needs long-term research and practice. With the change of times, the emphasis of brand strategy is also focused on, but it is historical inevitability to develop with the characteristics of national conditions. In the end, this paper briefly discusses the development trend and development direction of brand strategy in the field of Chinese shoe industry. From brand category summary Jinjiang shoe industry development characteristic, can establish a correct brand consciousness. To create Chinese brand in the world, we should understand brand strategy comprehensively and apply it to the process of enterprise expansion.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86
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