L家具公司品牌建设研究

发布时间：2018-05-01 11:38

本文选题：STP营销战略 + 品牌战略　；参考：《复旦大学》2013年硕士论文

【摘要】：如何在竞争如此激烈的当今家具市场中,建立起属于L家具公司自己的品牌,是本文思考的重点。本文以L家具公司为研究对象,利用营销理论和方法,对L公司品牌建设展开研究,具体来说,本文共分以下几个部分进行详述： (1)对L家具公司的内外部环境展开分析,包括宏观环境分析、行业分析和SWOT分析,通过理性的思考寻找解决之道,为品牌建设奠定基础。 (2)借助STP范式,进行市场细分、目标市场选择和市场定位,在此基础上提出公司总体营销思路,最后提出目标市场营销策略,找到L家具公司的品牌建设方向。 (3)制定L家具公司品牌战略。在L家具公司品牌规划上,以品牌的各种因素进行考虑,解决了公司品牌发展过程中的不确定因素和品牌建设过程中需要注意和解决的问题。 (4)从产品、价格、促销和渠道这四个方面构建L家具公司营销组合策略,为品牌建设战略的实施提供营销的支持。本文提出的品牌建设策略融合了诸多因素,充分建立在市场基础之上,但是策略再完美,也需要一个强力的执行体制来搭配,才能保证策略与执行的统一。品牌建设策略的执行,还要分时分地进行小范围的改变和修改,以适应不断变化的市场,并对营销人员和全员进行整体方案的培训,充分了解公司未来发展的方向。唯有如此,品牌建设策略才能真正发挥效应,为公司的发展产生助推力。
[Abstract]:How to establish the brand of L Furniture Company in today's furniture market is the focus of this paper. This article takes L Furniture Company as the research object, using the marketing theory and method, carries on the research to the L company brand construction, specifically, this article altogether divides into the following several parts to carry on the detailed elaboration: 1) to analyze the internal and external environment of L Furniture Company, including macro environment analysis, industry analysis and SWOT analysis, to find the solution through rational thinking, and to lay the foundation for brand construction. With the help of STP paradigm, market segmentation, target market selection and market positioning are carried out. On this basis, the overall marketing thinking of the company is put forward, and finally, the target marketing strategy is put forward to find out the direction of brand construction of L Furniture Company. Make L furniture company brand strategy. In the brand planning of L Furniture Company, considering various factors of brand, the uncertain factors in the process of brand development and the problems that need to be paid attention to and solved in the process of brand building have been solved. 4) construct the marketing combination strategy of L Furniture Company from four aspects: product, price, promotion and channel, and provide marketing support for the implementation of brand building strategy. The brand building strategy proposed in this paper combines many factors and is based on the market, but the perfect strategy also needs a strong execution system to ensure the unity of strategy and execution. In order to adapt to the changing market, the implementation of brand construction strategy should be carried out time by day and time by day, and the marketing personnel and the whole staff should be trained in the overall plan to fully understand the direction of the company's future development. Only in this way, the brand-building strategy can play a real role in promoting the development of the company.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.88;F273.2

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