昆山好孩子集团的品牌战略研究

发布时间：2018-06-08 11:57

本文选题：好孩子 + 品牌战略　；参考：《苏州大学》2013年硕士论文

【摘要】：近年来，市场竞争由产品竞争转变为品牌竞争。儿童用品市场处于新兴阶段，，潜力巨大却良莠不齐，儿童用品企业品牌建设的缺失更是战略管理中的短板，影响企业发展。本文利用战略管理的相关理论和方法对好孩子集团的品牌战略做了较系统的分析，从宏观环境、行业角度分析了好孩子集团的外部环境，从资源、能力角度分析了好孩子集团的优势和劣势，用SWOT方法列出企业面临的机遇、威胁以及具有的优势和劣势，并对可采取的战略进行匹配。重点分析好孩子集团品牌战略中的品牌定位、核心价值、品牌延伸、品牌创新和品牌保护。从组织构架、人力和财力资源配置、企业文化以及营销渠道和网络方面分析好孩子集团品牌战略的实施。最后从加强品牌中心建设、财力资源投入、人力资源投入等五个方面对还孩子集团提出建议，希望对其今后的品牌建设具有一定价值，也对类似条件下其他企业实施战略提供参考价值。
[Abstract]:In recent years, market competition has changed from product competition to brand competition. Children's products market is in a new stage, the potential is huge but intermingled, the lack of brand building of children's products enterprises is a short board in strategic management. This paper makes a systematic analysis of the brand strategy of the good Children Group by using the relevant theories and methods of strategic management, analyzes the external environment of the good children group from the macroscopic environment and the industry angle, and analyzes the external environment of the good children group from the resource, This paper analyzes the strengths and weaknesses of the good children group from the perspective of ability, lists the opportunities, threats, strengths and weaknesses faced by the enterprises by using SWOT method, and matches the strategies that can be adopted. Focus on brand positioning, core value, brand extension, brand innovation and brand protection. Analyze the implementation of Kids Group brand strategy from organizational structure, human and financial resource allocation, corporate culture, marketing channels and network. Finally, from the five aspects of strengthening brand center construction, financial resource investment, human resource investment and so on, the paper puts forward some suggestions to the children's group, hoping to have certain value to its brand construction in the future. It also provides reference value for other enterprises to implement strategy under similar conditions.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F273.2;F272

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