PL陶瓷厂的品牌定位

发布时间：2018-11-07 11:13

【摘要】： 本论文从市场细分出发,通过目标市场的确定和产品定位,研究PL陶瓷厂品牌定位,寻求产品核心价值,利用SWOT矩阵分析企业优劣势,最终确定实施品牌文化战略,实现品牌的优化管理,防止品牌衰老,实现品牌的长久生存,保持活力。论文所运用的研究方法主要涉及到SWOT矩阵分析。通过品牌优势、核心价值的测评,在品牌定位的过程中确定适合企业的经营战略,能够使企业公司的品牌管理工作,形成一个初步的架构,并使之一目了然,从而在对近期或未来的品牌战略的方向把握上有的放矢。论文以PL陶瓷厂的传统土陶产品作为研究对象,深入调查国内陶瓷产业市场,积极寻求产品品牌差异,根据企业资源与能力,产品品类进行细化,确定品牌定位以文化为核心理念和实施文化塑造品牌战略,为传统工艺品制作企业的品牌定位,以及后续的品牌建设管理提供一些可供参考的方法与思路。
[Abstract]:This paper starts from the market segmentation, through the target market determination and the product localization, studies the PL ceramics factory brand localization, seeks for the product core value, uses the SWOT matrix analysis enterprise superiority and inferiority, finally determines the implementation brand culture strategy. Achieve brand management, prevent brand aging, achieve long-term brand survival, and maintain vitality. The research methods used in this paper mainly involve SWOT matrix analysis. Through the evaluation of brand advantage and core value, the management strategy suitable for the enterprise can be determined in the process of brand positioning, which can make the brand management work of the enterprise company, form a preliminary framework, and make it clear at a glance. Thus in the near-term or future brand strategy to grasp the direction on the target. This paper takes the traditional earthenware products of PL ceramics factory as the research object, deeply investigates the domestic ceramic industry market, actively seeks for the product brand difference, according to the enterprise resources and the ability, the product category carries on the refinement. In order to provide reference for the brand positioning of traditional handicraft manufacturing enterprises and the management of brand construction in the future, the core concept of brand positioning is culture as the core concept and the implementation of culture shaping brand strategy.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.71

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