居然之家品牌战略研究
发布时间：2019-02-27 09:51
【摘要】： 近年来,随着家居、建材类商品消费的快速增长,国内家居市场发展迅猛。目前,越来越多的家居零售企业意识到了树立家居零售品牌,运用品牌战略竞争的重要。一批成长迅速的国内家居零售企业开始着力打造家居零售强势品牌。 本文以居然之家品牌战略为研究对象,以现代品牌战略、品牌创建及相关理论为指导,通过查阅文献资料和进行专题市场调查等方法开展研究。在品牌战略方案制定过程中,首先深入分析居然之家品牌战略的宏观环境、行业状况竞争环境以及居然之家的内部资源和能力;通过SWOT分析法分析了居然之家的现状,总结了居然之家实施品牌战略的优势、劣势、机会和威胁,为品牌战略的制定提供依据。然后,在市场调研、环境分析和公司资源及能力分析的基础上,选择居然之家的目标市场,提炼出居然之家品牌的核心价值,并确定品牌定位。再运用大卫.艾格的品牌识别理论规划品牌识别系统,运用凯文·莱恩·凯勒的顾客价值创造理论制定品牌整合传播计划,以其建立消费者品牌联想和品牌忠诚,树立品牌形象。最后运用德·彻纳东尼的理论提出如何从企业文化企业内部管理方面确保品牌的创立。 希望通过本文的研究,对居然之家品牌的创建和发展提供有益的帮助,同时也希望能为国内家居零售品牌的营销提供一些参考和借鉴。
[Abstract]:In recent years, with the rapid growth of household and building materials consumption, the domestic home market is developing rapidly. At present, more and more home retail enterprises realize the importance of establishing home retail brand and using brand strategy competition. A number of rapid growth of domestic home retail enterprises began to focus on building a strong brand of home retail. Based on the modern brand strategy, brand creation and related theories, this paper takes the brand strategy of "unexpectedly Home" as the research object, and carries out the research by means of consulting the literature and carrying on the special market investigation and so on. In the process of formulating brand strategy plan, firstly, the macro environment, competition environment and internal resources and ability of the house are analyzed in depth. Through the analysis of SWOT, this paper analyzes the present situation of the house, summarizes the advantages, disadvantages, opportunities and threats of implementing the brand strategy, and provides the basis for the formulation of the brand strategy. Then, on the basis of market research, environmental analysis and company resources and capabilities analysis, we choose the target market of the house, extract the core value of the house brand, and determine the positioning of the brand. And use David. Iger's brand identification theory planning brand identification system, using Kevin Lane Keller's customer value creation theory to formulate brand integration and communication plan, with which to establish consumer brand association and brand loyalty, establish brand image. Finally, this paper puts forward how to ensure the establishment of brand from the aspect of internal management of corporate culture enterprise by using the theory of Dechendoni. It is hoped that through the research of this paper, we can provide beneficial help to the establishment and development of the home brand, and at the same time hope to provide some reference and reference for the marketing of the domestic home retail brand.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F721
本文编号：2431345
[Abstract]:In recent years, with the rapid growth of household and building materials consumption, the domestic home market is developing rapidly. At present, more and more home retail enterprises realize the importance of establishing home retail brand and using brand strategy competition. A number of rapid growth of domestic home retail enterprises began to focus on building a strong brand of home retail. Based on the modern brand strategy, brand creation and related theories, this paper takes the brand strategy of "unexpectedly Home" as the research object, and carries out the research by means of consulting the literature and carrying on the special market investigation and so on. In the process of formulating brand strategy plan, firstly, the macro environment, competition environment and internal resources and ability of the house are analyzed in depth. Through the analysis of SWOT, this paper analyzes the present situation of the house, summarizes the advantages, disadvantages, opportunities and threats of implementing the brand strategy, and provides the basis for the formulation of the brand strategy. Then, on the basis of market research, environmental analysis and company resources and capabilities analysis, we choose the target market of the house, extract the core value of the house brand, and determine the positioning of the brand. And use David. Iger's brand identification theory planning brand identification system, using Kevin Lane Keller's customer value creation theory to formulate brand integration and communication plan, with which to establish consumer brand association and brand loyalty, establish brand image. Finally, this paper puts forward how to ensure the establishment of brand from the aspect of internal management of corporate culture enterprise by using the theory of Dechendoni. It is hoped that through the research of this paper, we can provide beneficial help to the establishment and development of the home brand, and at the same time hope to provide some reference and reference for the marketing of the domestic home retail brand.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F721
【引证文献】
相关硕士学位论文 前1条
1 刘立斌;BG木地板品牌战略研究[D];华南理工大学;2010年
，本文编号：2431345
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