NEWPIG公司品牌营销策略研究

发布时间：2018-02-21 11:26

本文关键词： 品牌营销营销策略 NEW PIG　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：对于现代制造企业而言，营销能力是衡量企业综合实力的重要方面，品牌营销作为企业营销战略的组成部分，，扮演着重要的角色，对于企业的可持续发展具有重要而深刻的影响。企业要想获得持续的竞争优势，就必须构建符合企业自身的高水平的营销理念，将企业的品牌符号、品牌形象植入到消费者的心理认知中，使消费者认同、信任和选择、购买企业产品。品牌营销的关键在于构建品牌的核心价值，这种品牌的核心价值必须具有明显区别于其它品牌的差异性和感染性，能够让消费者简单的识别、直观的感觉和深刻的记忆，能够深入消费者的内心，促使和驱动消费者产生认同、喜欢的感觉，直至产生购买行为。本文首先从品牌营销的基本理论入手，在对品牌营销理论进行梳理回顾的基础上，对NEW PIG公司的品牌营销现状进行深入剖析，发现其存在的不足之处，然后基于其存在的问题提出NEW PIG公司品牌营销的具体策略。具体来说，首先介绍论文的研究背景、意义和相关理论回顾，其次主要分析NEW PIG公司品牌营销的具体情况，包括NEW PIG公司品牌营销的内外部环境分析和SWOT分析，以及NEW PIG公司品牌营销的现状；接下来针对NEW PIG公司品牌营销存在的问题，提出具体的品牌营销的策略，包括品牌定位策略和品牌传播策略，以及为保证策略的成功实施而采取的必要的保障，包括组织结构、人才建设、企业文化和营销流程的再造等方面的内容。
[Abstract]:For modern manufacturing enterprises, marketing ability is an important aspect to measure the comprehensive strength of enterprises. Brand marketing, as an integral part of enterprise marketing strategy, plays an important role. For the sustainable development of enterprises has an important and profound impact. If the enterprise wants to obtain the sustainable competitive advantage, it must construct the high level marketing idea which accords with the enterprise itself, implants the brand symbol and the brand image of the enterprise into the consumer's psychological cognition, causes the consumer to identify, trust and choose. The key to brand marketing is to build the core value of the brand. The core value of this brand must be distinct from other brands and infectious. Intuitionistic feeling and deep memory can go deep into the consumer's heart, impels and drives the consumer to produce the identification, the like feeling, until produces the purchase behavior. This article starts with the basic theory of brand marketing, On the basis of reviewing the theory of brand marketing, this paper deeply analyzes the current situation of brand marketing of NEW PIG Company, and finds out its shortcomings. Then, based on the existing problems, the paper puts forward the specific strategy of NEW PIG brand marketing. Specifically, it introduces the research background, significance and related theories of the thesis, and then analyzes the specific situation of NEW PIG brand marketing. Including the internal and external environment analysis and SWOT analysis of NEW PIG brand marketing, as well as the current situation of NEW PIG brand marketing. Then, aiming at the problems existing in NEW PIG brand marketing, the specific brand marketing strategies are put forward. It includes brand positioning strategy and brand communication strategy, as well as the necessary guarantee to ensure the successful implementation of the strategy, including organizational structure, talent construction, corporate culture and reengineering of marketing process.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.7;F274

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