博洛尼公司的品牌营销策略分析

发布时间：2018-02-07 11:55

本文关键词： 品牌营销住宅装修及家居博洛尼 B2B B2C　出处：《首都经济贸易大学》2013年硕士论文　论文类型：学位论文

【摘要】：结合中国住宅装修及家居行业的历史及现状，以及博洛尼公司在不同发展阶段的营销模式、基于未来发展的需要，通过对现有内外部条件的分析，利用所学的市场营销、品牌营销以及战略管理的知识，分析博洛尼公司在品牌创建过程中的营销策略，提出一些对博洛尼的品牌营销战略有着借鉴意义的观点与方法。随着住宅装修及家居行业的不断发展及房地产调控对房地产相关行业的影响，本行业已经进入市场整合阶段，，未来将进入以B2B业务为主的市场阶段，企业要想在住宅装修及家居行业中脱颖而出，应该以品牌营销为突破口，制定相应的市场营销策略，建立自身的优势，树立属于自己的强势品牌。本文从营销策略的产品策略、价格策略、渠道策略以及传播策略四个方面以及体验营销的角度分别分析了博洛尼公司的品牌营销策略，并对博洛尼公司在品牌营销中做的不足的地方提出了改进的方向。博洛尼集团做为国内住宅装修及家居行业的佼佼者，从最初面向B2C市场，到B2C与B2B共存以B2C为主，到未来面向B2B为主的市场，品牌的定位及营销策略的调整将是其未来能否在竞争愈发激烈的市场中胜出的关键，本文通过对品牌营销知识的系统学习，对博洛尼的内外部环境及自身状况进行分析，认为博洛尼未来5—10年应调整品牌战略，创建面向B2B市场的强势品牌，而在B2C市场应以软装配饰及二手房装修做为品牌营销的重点。
[Abstract]:Combined with the history and present situation of China's residential decoration and home industry, as well as the marketing model of Bologni Company in different stages of development, based on the needs of future development, through the analysis of the existing internal and external conditions, we can make use of the marketing we have learned. The knowledge of brand marketing and strategic management, the analysis of Bologni company's marketing strategy in the process of brand establishment, and the points and methods of reference to Bologni's brand marketing strategy are put forward. With the continuous development of residential decoration and home industry and the impact of real estate regulation and control on the real estate related industries, the industry has entered the stage of market integration, and will enter the market stage dominated by B2B business in the future. If the enterprise wants to stand out in the residential decoration and household industry, it should take brand marketing as the breakthrough, formulate the corresponding marketing strategy, establish its own advantages and establish its own strong brand. This paper analyzes Bologne's brand marketing strategy from four aspects: product strategy, price strategy, channel strategy and communication strategy, as well as experience marketing. And put forward the direction of improvement to the deficiency in brand marketing of Bologni Company. Boloni Group, as the leader of the domestic residential decoration and home industry, from the initial B2C market, to B2C and B2B coexistence of B2C mainly, to the future B2B oriented market, The positioning of the brand and the adjustment of the marketing strategy will be the key to whether it can win in the increasingly competitive market in the future. Through the systematic study of brand marketing knowledge, this paper analyzes Bologni's internal and external environment and his own situation. It is suggested that Boloni should adjust his brand strategy in the next 5-10 years and establish a strong brand for B2B market, while in the B2C market, the emphasis of brand marketing should be soft accessories and second-hand house decoration.
【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】：2013
【分类号】：F274;F426.9

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