以顾客价值为导向的企业品牌定位研究

发布时间：2018-05-01 19:55

本文选题：品牌定位 + 顾客价值　；参考：《中国海洋大学》2013年硕士论文

【摘要】：随着经济全球化进程的推进和市场竞争的不断加剧，品牌已经成为企业在市场竞争中克敌制胜最重要的法宝。品牌定位是品牌建设的出发点，也是品牌构建自身竞争力的基础和核心，准确的品牌定位是打造强势品牌的根本保证。为了为现代企业进行品牌定位提供思路和系统化方法，本文在广泛收集和查阅了有关市场营销、品牌经营、品牌定位的文献资料的基础上，以顾客价值为导向，探索一套品牌定位的方法体系，同时构建了品牌定位效果评估体系，并将其应用于青岛啤酒的品牌定位中进行验证。本文在论述过程中，首先探讨了国内外相关的理论成果和研究现状。在此基础上，提出了品牌定位的四个基本维度，即品牌理念定位、品牌品类定位、品牌价格定位、品牌体验定位。之后，，以顾客价值为导向、以此四个基本维度为定位点参考系，通过品牌目标客户的选择、品牌定位点的确定、营销要素的组合的步骤，建立起一套企业品牌定位实施体系。而在品牌初步定位之后，又以顾客价值为导向建立起一套品牌定位效果指标评估体系，通过效果评估为品牌定位的进一步行动提供方向和建议。本文在研究过程中，使用了文献研究法、系统分析法、定性与定量分析相结合、案例研究法等方法，通过多角度出发的思路和多样化的研究方法，保证了研究成果的科学性、系统性、实用性。本文的研究在以下几方面进行了创新性探索：第一，以顾客价值理论为指导进行系统的品牌定位研究，目前尚未有这方面的研究展开；第二，本文从理念、品类、价格、体验四个维度全面、立体地寻求品牌最适宜的定位点，并以此为基础创建一套系统的品牌定位体系，为企业提升品牌竞争力、更好地参与国内外市场竞争打下坚实的基础。
[Abstract]:With the advancement of economic globalization and the aggravation of market competition, brand has become the most important magic weapon for enterprises to win the market competition. Brand positioning is not only the starting point of brand construction, but also the basis and core of brand building competitiveness. Accurate brand positioning is the fundamental guarantee to build strong brand. In order to provide the thinking and systematization method for the brand positioning of modern enterprises, this paper, on the basis of collecting and consulting the literature about marketing, brand management and brand positioning, is guided by customer value. This paper explores a set of brand positioning method system, and constructs a brand positioning effect evaluation system, and applies it to Tsing Tao Beer's brand positioning for verification. In the course of the discussion, this paper first discusses the relevant theoretical achievements and research status at home and abroad. On this basis, four basic dimensions of brand positioning are put forward, namely, brand concept positioning, brand category positioning, brand price positioning and brand experience positioning. Then, taking customer value as the direction and taking the four basic dimensions as the reference system, through the selection of the brand target customer, the determination of the brand positioning point and the steps of the combination of marketing elements, a set of enterprise brand positioning implementation system is established. After the initial brand positioning, a brand positioning effect evaluation system is established based on customer value, which provides directions and suggestions for the further action of brand positioning. In the course of the research, this paper uses the methods of literature research, system analysis, qualitative and quantitative analysis, case study and so on, and ensures the scientific nature of the research results through multi-angle thinking and diversified research methods. Systematic and practical. This article has carried on the innovative exploration in the following aspects: first, carries on the systematic brand localization research with the customer value theory as the instruction, at present has not carried on the research in this aspect; second, this article from the idea, the category, the price, Experience the four dimensions in an all-round way, seek the most suitable brand positioning point, and create a systematic brand positioning system on the basis of this, which will lay a solid foundation for enterprises to enhance brand competitiveness and better participate in the market competition at home and abroad.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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