SD公司品牌战略规划
发布时间：2018-11-04 08:54
【摘要】： 中国从1995年全面进入市场经济阶段以后,许多企业突然发现,对市场的认识不足成为短缺经济时代和关系经济时代逐步终结后成败的关键。另一方面,点子大王、央视标王、策划大师、整合营销、4A广告等词汇开始频频曝光于媒体,书架上越来越多的营销和广告类书籍。中国多数企业家和职业经理人开始从实践到理论逐步认可营销这一概念,企业开始设立对应的架构:营销部、营销中心、营销总部、营销公司等等。中国的营销人才队伍在摸索中不断壮大,我也有幸成为其中一员。 SD公司作为地板行业的领导企业,提供了我一个操作耐用消费品品牌的实战平台。本人在公司任职销售负责人约十年,积累了国内外地板行业比较丰富的信息,积淀了品牌和营销深刻的理解。 SD公司成立于1997年,当时也成立了营销中心,我1998年进入营销中心任职销售部部长,开始了我的对市场营销的思考和实践。公司在营销理论中的突出争论不少,实际操作中的困惑更多。尤其品牌战略管理成为我公司营销方面的当务之急,典型表现:公司在进入第二个十年后,品牌战略与企业公司战略比较脱节,品牌对销售增长的驱动力在减弱;销售费用投入的边际收益急速下降,甚至出现销售投入增加而销售增长停滞现象;品牌的美誉度与主要竞争对手的差距在拉大,产品的定位偏差明显。如果再不彻底梳理和实施有效的品牌策略,上市后的SD集团将面临核心竞争力下降、销售收入低于股东期望的局面。 本论文希望回答以下问题: 一、集团的品牌战略定位 二、集团品牌的基本要素 三、集团品牌的公关表现 四、集团品牌的广告表现 五、集团品牌的终端与服务表现 六、集团品牌的管理体系与流程 对上述问题逐一透彻地分析,将提出有效的品牌战略规划,指导公司未来十年到二十年的营销实践。论文首先以比较翔实的资料,参照历史数据、竞争对手数据、市场调查数据等,得出初步结论:品牌是地板行业各公司最重要的软资产和核心竞争力,品牌管理必不可少。其次,公司的企业战略需要与之匹配的品牌战略;提升公司品牌的主要途径和策略是什么。第三,制定一个基本的品牌战略规划。最后,如何协调品牌战略的一致性和灵活性,使品牌战略具备适应性和可操作性;如何保证基层对品牌战略的认同和执行。 在分析问题时候,主要采用历史数据和事实(案例)来证实。历史数据来源行业权威机构发布的数据、公司内部历史数据、调查机构的数据、统计机构的数据。所有数据将列出来源。其中,公司的部分数据经过特别处理,达到保密作用。 参考资料和引用观点一律注明来源和出版物详情。
[Abstract]:After China entered the market economy stage in 1995, many enterprises suddenly found that the lack of understanding of the market has become the key to success or failure in the era of shortage economy and the end of the era of relational economy. On the other hand, the words such as idea King, CCTV Standard King, Master of Planning, Integrated Marketing, 4A Advertising began to be exposed frequently to the media, and more marketing and advertising books were on the shelf. Most entrepreneurs and professional managers in China begin to recognize the concept of marketing from practice to theory, and enterprises begin to set up corresponding structures: marketing department, marketing center, marketing headquarters, marketing company and so on. China's marketing talent team is growing in the groping, I am also fortunate to be one of them. As a leading enterprise in the flooring industry, SD provides me with a practical platform for operating durable consumer goods brands. I have been in charge of sales in the company for about 10 years, accumulated rich information in the flooring industry at home and abroad, accumulated a deep understanding of brand and marketing. SD was founded in 1997, at that time also set up a marketing center, I joined the marketing center in 1998 as head of sales, began my marketing thinking and practice. Companies in the marketing theory of a lot of prominent controversy, the actual operation of the confusion more. In particular, brand strategy management has become the top priority of our company marketing, typical performance: after entering the second decade, brand strategy and corporate strategy are relatively disjointed, the driving force of brand to sales growth is weakening; The marginal income of sales expense investment drops rapidly, and even the sales investment increases and sales growth stagnates. The gap between brand reputation and main competitors is widening, and the positioning deviation of products is obvious. If we do not thoroughly carve out and implement effective brand strategy, SD will face a decline in core competitiveness and sales revenue below shareholders' expectations. This paper wishes to answer the following questions: first, the brand strategic positioning of the group II, the group brand basic elements three, the group brand public relations performance four, The advertising performance of the group brand is five, the terminal and service performance of the group brand is six, the management system and process of the group brand thoroughly analyze the above problems one by one. Effective brand strategic planning will be proposed to guide the company's marketing practices in the next 10 to 20 years. The paper first draws a preliminary conclusion that brand is the most important soft asset and core competence of every company in flooring industry, and brand management is essential. Secondly, the company's corporate strategy needs to match the brand strategy, and what are the main ways and strategies to promote the company's brand. Third, make a basic brand strategic planning. Finally, how to coordinate the consistency and flexibility of brand strategy, make brand strategy have adaptability and maneuverability, how to ensure the recognition and implementation of brand strategy at the grass-roots level. In the analysis of the problem, the main use of historical data and facts (cases) to verify. Historical data is derived from data published by industry authorities, internal corporate historical data, survey agency data, and statistical agency data. All data will be listed as sources. Among them, part of the company's data after special processing, to achieve confidentiality. Sources and publication details are indicated in all references and citations.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2309341
[Abstract]:After China entered the market economy stage in 1995, many enterprises suddenly found that the lack of understanding of the market has become the key to success or failure in the era of shortage economy and the end of the era of relational economy. On the other hand, the words such as idea King, CCTV Standard King, Master of Planning, Integrated Marketing, 4A Advertising began to be exposed frequently to the media, and more marketing and advertising books were on the shelf. Most entrepreneurs and professional managers in China begin to recognize the concept of marketing from practice to theory, and enterprises begin to set up corresponding structures: marketing department, marketing center, marketing headquarters, marketing company and so on. China's marketing talent team is growing in the groping, I am also fortunate to be one of them. As a leading enterprise in the flooring industry, SD provides me with a practical platform for operating durable consumer goods brands. I have been in charge of sales in the company for about 10 years, accumulated rich information in the flooring industry at home and abroad, accumulated a deep understanding of brand and marketing. SD was founded in 1997, at that time also set up a marketing center, I joined the marketing center in 1998 as head of sales, began my marketing thinking and practice. Companies in the marketing theory of a lot of prominent controversy, the actual operation of the confusion more. In particular, brand strategy management has become the top priority of our company marketing, typical performance: after entering the second decade, brand strategy and corporate strategy are relatively disjointed, the driving force of brand to sales growth is weakening; The marginal income of sales expense investment drops rapidly, and even the sales investment increases and sales growth stagnates. The gap between brand reputation and main competitors is widening, and the positioning deviation of products is obvious. If we do not thoroughly carve out and implement effective brand strategy, SD will face a decline in core competitiveness and sales revenue below shareholders' expectations. This paper wishes to answer the following questions: first, the brand strategic positioning of the group II, the group brand basic elements three, the group brand public relations performance four, The advertising performance of the group brand is five, the terminal and service performance of the group brand is six, the management system and process of the group brand thoroughly analyze the above problems one by one. Effective brand strategic planning will be proposed to guide the company's marketing practices in the next 10 to 20 years. The paper first draws a preliminary conclusion that brand is the most important soft asset and core competence of every company in flooring industry, and brand management is essential. Secondly, the company's corporate strategy needs to match the brand strategy, and what are the main ways and strategies to promote the company's brand. Third, make a basic brand strategic planning. Finally, how to coordinate the consistency and flexibility of brand strategy, make brand strategy have adaptability and maneuverability, how to ensure the recognition and implementation of brand strategy at the grass-roots level. In the analysis of the problem, the main use of historical data and facts (cases) to verify. Historical data is derived from data published by industry authorities, internal corporate historical data, survey agency data, and statistical agency data. All data will be listed as sources. Among them, part of the company's data after special processing, to achieve confidentiality. Sources and publication details are indicated in all references and citations.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前1条
1 言晓俊;DT公司品牌战略研究[D];南昌大学;2011年
，本文编号：2309341
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2309341.html
