小家电企业品牌管理研究
发布时间：2019-03-14 16:59
【摘要】：作为国民经济重要组成力量的中小企业,目前正在市场经济的洪流中口益的蓬勃发展着。但是,依然有许多的客观因素制约阻碍着我国中小企业的良性发展,其中一个重要因素就是我国的中小企业缺少品牌管理的理念。目前,绝大部分为中小企业的小家电市场成长潜力非常巨大,由于是中小企业,其制约因素也无法规避,随着市场竞争的加剧,加强品牌管理乃大势所趋。 本文在对品牌管理相关理论与应用进行概括总结的基础上,针对我国小家电行业发展现状与品牌管理中的问题,以九阳公司为具体对象,分析了其内外部环境特点、品牌管理现状及存在的主要问题,即：品牌售后公关能力不强、品牌推广宣传中文化宣传不够到位、品牌危机管理不到位。本文结合其发展战略和相关理论,提出了九阳公司未来的品牌定位应在市场环境和产品状况角度进行科学的定位。九阳公司在品牌理念上应打造的主题理念和品牌文化：在品牌发展规划上应做到以打造家庭消费类豆浆机产品的首选品牌为初级甘标,以打造国内时尚、健康家电领域首选品牌为阶段性目标,以打造百年九阳、做世界知名品牌为长远目标；在品牌建设与维护策略中,坚持以市场的变化为导向,用创新精神突破重围,不断加大单一品牌的影响力和认知度；在品牌传播促销方面加大品牌宣传力度,销售渠道的建设更加的多元化和专业化,提升法律保护意识、建立公关应对体系等措施,以期为企业实际经营管理提供相应的指导和支持。
[Abstract]:As an important component of the national economy, small and medium-sized enterprises (SMEs) are developing vigorously in the flood of market economy. However, there are still many objective factors that hinder the benign development of small and medium-sized enterprises in our country, one of the important factors is the lack of brand management concept in our small and medium-sized enterprises. At present, most of the small household appliances market growth potential for small and medium-sized enterprises is very huge, because it is small and medium-sized enterprises, its constraints can not be avoided, with the intensification of market competition, strengthening brand management is the general trend. On the basis of summarizing the relevant theories and applications of brand management, aiming at the current situation of the development of small household appliances industry and the problems in brand management, this paper takes Jiuyang Company as a concrete object and analyzes the characteristics of its internal and external environment. The current situation and existing problems of brand management are: the ability of brand after-sale public relations is not strong, the cultural propaganda in brand promotion is not enough, and the management of brand crisis is not in place. Combined with its development strategy and related theories, this paper puts forward that the future brand positioning of Jiuyang Company should be scientifically positioned from the point of view of market environment and product condition. The theme idea and brand culture that Jiuyang Company should create in terms of brand concept: in brand development planning, we should take the first choice brand of home consumption soybean milk machine products as the primary standard, in order to create domestic fashion. The first choice brand in the field of health home appliances is the stage target, to build a hundred years of Jiuyang, to become a world-famous brand as the long-term goal; In the brand construction and maintenance strategy, adhere to the change of the market as the guide, with the spirit of innovation to break through the encirclement, constantly increase the influence and recognition of a single brand; In the aspect of brand communication and promotion, we should strengthen brand promotion, build more diversified and specialized sales channels, enhance the awareness of legal protection, and establish a public relations response system, and so on. In order to provide the corresponding guidance and support for the actual operation and management of the enterprise.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
[Abstract]:As an important component of the national economy, small and medium-sized enterprises (SMEs) are developing vigorously in the flood of market economy. However, there are still many objective factors that hinder the benign development of small and medium-sized enterprises in our country, one of the important factors is the lack of brand management concept in our small and medium-sized enterprises. At present, most of the small household appliances market growth potential for small and medium-sized enterprises is very huge, because it is small and medium-sized enterprises, its constraints can not be avoided, with the intensification of market competition, strengthening brand management is the general trend. On the basis of summarizing the relevant theories and applications of brand management, aiming at the current situation of the development of small household appliances industry and the problems in brand management, this paper takes Jiuyang Company as a concrete object and analyzes the characteristics of its internal and external environment. The current situation and existing problems of brand management are: the ability of brand after-sale public relations is not strong, the cultural propaganda in brand promotion is not enough, and the management of brand crisis is not in place. Combined with its development strategy and related theories, this paper puts forward that the future brand positioning of Jiuyang Company should be scientifically positioned from the point of view of market environment and product condition. The theme idea and brand culture that Jiuyang Company should create in terms of brand concept: in brand development planning, we should take the first choice brand of home consumption soybean milk machine products as the primary standard, in order to create domestic fashion. The first choice brand in the field of health home appliances is the stage target, to build a hundred years of Jiuyang, to become a world-famous brand as the long-term goal; In the brand construction and maintenance strategy, adhere to the change of the market as the guide, with the spirit of innovation to break through the encirclement, constantly increase the influence and recognition of a single brand; In the aspect of brand communication and promotion, we should strengthen brand promotion, build more diversified and specialized sales channels, enhance the awareness of legal protection, and establish a public relations response system, and so on. In order to provide the corresponding guidance and support for the actual operation and management of the enterprise.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
【参考文献】
相关期刊论文 前9条
1 姚作为;黄丽霞;;品牌资产理论研究述评——基于奠基与探索发展阶段(1995年之前)文献的分析[J];广东行政学院学报;2010年02期
2 赵R蜕，
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