LXQ鞋业品牌战略研究

发布时间：2018-01-04 17:10

本文关键词：LXQ鞋业品牌战略研究　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：在目前我国大陆，女鞋市场已形成少数大品牌企业占据全国市场、部分中型企业占据区域性市场、大批小企业为补充的竞争格局，其中百丽、达芙妮、LXQ等大型女鞋企的产品覆盖全国。经过多年的努力，LXQ鞋业已成功在女鞋市场上站稳脚跟，在品牌知名度、市场占有率和销售网络等方面均踏入行业的前列。2009年， LXQ鞋业在成功在资本市场上市。由于没有一个清晰的品牌战略，LXQ始终难以跟上百丽的步伐。女鞋行业是一个成熟的传统行业，进入门槛低，竞争充分。与百丽、达芙妮相比，“LXQ”鞋业的规模还很小，目前的品牌体系仅有“STSAT”知名度较高，其他品牌均未成规模。如何根据自身情况和市场、消费者行为分析打造成功的多品牌战略正是本文的研究对象。本文首先介绍了我国大陆鞋业的发展概况、国内各品牌竞争情况和LXQ鞋业品牌的基本情况,综合女鞋市场消费者购物动机和女鞋热销根源，将LXQ鞋业品牌整体定位于时尚女鞋,并采用多品牌战略。接着对LXQ鞋业的品牌进行SWOT分析，界定公司的机会、威胁、优势和劣势。在如何紧跟时尚这一问题上，结合西班牙时尚服装Zara的成功经验和LXQ鞋业具体情况，提出“快速反应时尚”这一品牌战略核心。在实施品牌战略中,提出品牌战略是企业战略中的战略，，必须要求企业在管理、服务、营销等各个方面都服务于品牌战略，通过系统提升企业的品牌竞争力来推动企业的长远发展。本文主要采用SWOT分析和消费者行为分析,结合女鞋市场自身的特点，通过市场细分、品牌定位、对比分析，对LXQ鞋业实施“快速反应时尚”的品牌战略进行综合研究。在本研究中，女性的购鞋心理和对时尚的追求是本文的提出“快速反应时尚”的品牌战略的最根本原因。本文研究结论对国内企业品牌战略有一定的现实指导意义。
[Abstract]:At present, in mainland China, the women's shoes market has formed a small number of major brand enterprises to occupy the national market, some medium-sized enterprises occupy the regional market, a large number of small enterprises as a supplement to the competition pattern, including Belle, Daphne. The products of LXQ and other large women shoe enterprises cover the whole country. After years of efforts, LXQ footwear industry has successfully established its foothold in the women's shoes market and gained popularity in the brand. In 2009, LXQ shoes were successfully listed in the capital market because of the lack of a clear brand strategy. LXQ has struggled to keep pace with Belle. Women's shoes industry is a mature traditional industry, low barriers to entry, full competition. Compared with Belle, Daphne, the "LXQ" footwear industry is still very small. The current brand system only "STSAT" well-known, other brands have not become scale. How to according to their own situation and the market. The successful multi-brand strategy of consumer behavior analysis is the object of this paper. This paper first introduces the development situation of the shoe industry in mainland China, the competition situation of each brand in China and the basic situation of the LXQ shoe industry brand, synthesizing the shopping motivation of the consumers in the women's shoes market and the root of the women's shoes hot selling. The brand of LXQ shoe industry is positioned in fashion women's shoes as a whole and multi-brand strategy is adopted. Then the SWOT analysis of the brand of LXQ shoe industry is carried out to define the opportunity and threat of the company. Advantages and disadvantages. On how to keep up with the fashion, combined with the successful experience of Spanish fashion clothing Zara and the specific situation of LXQ shoe industry. Put forward the "rapid response fashion" brand strategy core. In the implementation of brand strategy, brand strategy is the strategy of the enterprise strategy, we must require enterprises in the management, service. All aspects of marketing serve brand strategy and promote the long-term development of enterprises by systematically enhancing their brand competitiveness. This paper mainly uses SWOT analysis and consumer behavior analysis, combined with the characteristics of women's shoes market, through market segmentation, brand positioning, comparative analysis. This paper makes a comprehensive study on the brand strategy of "rapid response fashion" in LXQ shoe industry. Women's psychology of buying shoes and the pursuit of fashion are the most fundamental reasons for this article to put forward the brand strategy of "quick response to fashion". The conclusion of this paper has certain practical guiding significance for domestic enterprises' brand strategy.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F273.2

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