南方寝饰品牌营销策略研究

发布时间：2018-05-05 16:48

本文选题：南方寝饰 + 品牌　；参考：《中南大学》2013年硕士论文

【摘要】：摘要：我国家纺行业是一个高速增长的新兴行业,2011年家纺行业增长率达到了23.09%,家纺行业孕育着巨大的市场需求,然而巨大的市场需求也意味着强烈的市场竞争。南方寝饰是国内最早从事家用纺织品设计制造的企业之一。面对激烈的市场竞争和消费者消费观念的转变,南方寝饰想要在竞争中脱颖而出就必须根据企业自身的特点,找准自己的市场定位,走出一条差异化的品牌营销发展之路。本文在整理品牌营销相关理论的基础上,通过对南方寝饰品牌营销外部宏观环境进行PEST分析,以及外部竞争环境进行波特五力模型分析,在自身SWOT分析结论的基础上,指出南方寝饰品牌营销具有的优势与劣势,提出了南方寝饰的差异化竞争道路——品牌营销。依据南方寝饰品牌营销整体目标及品牌营销原则,在STP分析的基础上,抓住25-45岁中高等收入知性女性目标市场消费特点,打造“喜庆床品专家”品牌形象,并提出了南方寝饰品牌营销的产品策略、定价策略、传播策略以及渠道策略。最后从组织结构、信息系统建设以及人才各方面提出了南方寝饰品牌营销保障措施以保障南方寝饰品牌营销的顺利进行。本文通过运用品牌营销的相关理论,理论与实际相结合,较为系统地研究了南方寝饰差异化品牌营销相关策略,希望能够为南方寝饰向消费者展示其品牌实力、产业优势与时尚风采提供借鉴。同时,这对于提升我国家纺企业的市场竞争力也具有十分重要的理论意义与现实意义。
[Abstract]:Absrtact: China's home textile industry is a new industry with a high growth rate. The growth rate of home textile industry reached 23.09% in 2011. The home textile industry is pregnant with a huge market demand, but the huge market demand also means a strong market competition. Southern bedding is one of the earliest domestic textile design and manufacturing enterprises. In the face of the fierce market competition and the change of the consumer consumption concept, if the southern ornament wants to stand out in the competition, it must find its own market position according to the characteristics of the enterprise itself, and walk out a differentiated road of brand marketing development. Based on the related theories of brand marketing, this paper analyzes the external macro environment of brand marketing in South China by PEST analysis, and the external competition environment with Porter's five-force model, based on the conclusion of SWOT analysis. This paper points out the advantages and disadvantages of the brand marketing of Southern Ligue ornaments, and puts forward the differentiated competitive road-Brand Marketing. On the basis of STP analysis, according to the overall goal and the brand marketing principle of the brand marketing of southern bedclothes, the consumption characteristics of the target market for middle and high income intellectual women aged 25 to 45 years old are grasped, and the brand image of "jubilant bed goods expert" is created. It also puts forward the product strategy, pricing strategy, communication strategy and channel strategy. Finally, from the aspects of organizational structure, information system construction and talents, this paper puts forward some measures to ensure the smooth development of the brand marketing. Through the application of brand marketing theory, theory and practice, this paper systematically studies the related strategies of Southern Ligue Decoration differential Brand Marketing, hoping to show its brand strength to consumers. Industrial advantages and fashion style to provide reference. At the same time, it is of great theoretical and practical significance to enhance the market competitiveness of Chinese textile enterprises.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F274

【共引文献】