澳柯玛家电品牌战略研究

发布时间：2018-01-31 08:23

本文关键词： 澳柯玛集团家电制造业品牌运营品牌战略　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的进一步发展,我国经济正在以前所未有的速度融入世界经济循环当中,全球市场的竞争格局已经转变为品牌竞争格局,我国家电制造业在国际市场上直接面对欧美发达国家的强势品牌的竞争,品牌运营战略是家电制造业企业强大的必由之路!品牌是企业的无形资产,是一个有价值的企业财富,品牌建设能够提高企业在国际市场的核心竞争力。强化品牌,尤其对家电制造业领域的企业,将是非常重要的工作,其带来的收益将是巨大的和长远的。本文以我国家电制造企业澳柯玛为例,深入研究了澳柯玛品牌发展历程,通过分析澳柯玛品牌的建设模式、建设途径以及品牌资产管理状况,并运用列举实例、对比分析、图表数据分析等相结合的方法,指出澳柯玛在品牌运营中存在的问题以及产生诸多问题的原因,如：品牌的国际化程度低,附加价值不高；品牌跨文化营销的意识的匮乏；电商发展问题、新闻宣传问题、营销网络的问题；以市场为导向的产品研发机制还有待完善；体制、机制、制度建设任务等。最后,本文提出以提升品牌价值为核心的品牌战略目标,提出从产品本身质量,服务的水平以及加强品牌的营销与传播,实施准确的品牌市场定位,加强品牌的推广,加强品牌的维护和创新来提升澳柯玛品牌运营的对策建议。同时提出强化公司品牌文化建设、提升产品技术创新能力、加强新兴营销渠道建设、提升管理层核心领导力的品牌战略支持措施。
[Abstract]:With the further development of economic globalization, China's economy is being integrated into the world economic cycle at an unprecedented speed. The global market competition pattern has been transformed into the brand competition pattern. In the international market, China's home appliance manufacturing industry directly faces the competition of the strong brands of the developed countries in Europe and the United States. The brand operation strategy is the only way for the household appliance manufacturing enterprises to be strong. Brand is the intangible asset of the enterprise, is a valuable enterprise wealth, brand building can improve the core competitiveness of the enterprise in the international market, strengthen the brand, especially for the field of home appliance manufacturing enterprises. It will be very important work and the benefits it will bring will be huge and long-term. This paper takes Aucoma as an example, deeply studies the development course of Aucma brand, and analyzes the construction mode, construction approach and brand asset management of Aucma brand. And using examples, comparative analysis, chart data analysis and other methods, pointed out the existing problems in the brand operation and the causes of many problems, such as: the low degree of internationalization of the brand. Added value is not high; Lack of awareness of brand cross-cultural marketing; The development of e-commerce, the issue of news publicity, the problem of marketing network; The market-oriented product R & D mechanism needs to be improved. The system, the mechanism, the system construction task and so on. Finally, this paper puts forward the brand strategic goal of promoting brand value as the core, put forward from the product itself quality, service level and strengthen brand marketing and communication, the implementation of accurate brand market positioning. Strengthen the promotion of brand, strengthen brand maintenance and innovation to improve the operation of Aucma brand. At the same time, put forward to strengthen the company brand culture construction, enhance the ability of product technology innovation. Strengthen the construction of new marketing channels, enhance the management core leadership brand strategy support measures.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6

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