常州TS地板有限公司品牌战略研究

发布时间：2018-06-16 00:25

本文选题：品牌 + 地板品牌　；参考：《南京理工大学》2013年硕士论文

【摘要】：目前,木地板市场的竞争越来越激烈,想要与对手竞争的话,前提就是将企业尽快做大做强,而其中最关键要素的就是品牌,任何一家企业想要成功,其不可或缺的条件就是要拥有一个高美誉度较和知名度的成功品牌。通过对品牌策略的得当运用,开展品牌建设,企业才能突出重围,在竞争中立于不败之地。当前,虽然受到房地产调控政策的影响,但地板市场依然景气,国外和国内的需求量旺盛,给地板企业带来了机遇同时也带来了前所未有的挑战。作为国内的地板企业,最需要解决的问题就是如何从环保、品质和技术等方面满足各方市场的要求,从而在激烈的市场竞争中生存。相应的,为帮助国内地板企业健康持续地发展,最具现实意义的举措,就是针对国内的地板企业,科学合理地构建出一套品牌战略的研究体系。本文对常州TS木地板的品牌战略进行了大量的研究,并查阅了大量的文献资料及文章,首先对一些重要名词(如品牌、品牌战略等)进行了阐述,并对目标公司的情况作了简介,通过对该企业实施木地板品牌战略的分析,尤其是对内外部环境的分析,引出了相关理论,如品牌战略构建与实施等；然后将TS企业的特点与品牌战略相结合,并以此为基础全面分析了公司的概况、公司发展品牌的历程和建设品牌的现状,再分析、总结了公司的主要竞争对手,从而在此基础上制定出了TS品牌战略的目标和规划,并重点探讨了品牌战略的构建,在文章的最后,对如何保障TS品牌战略实施等问题也作了多方面的阐述。
[Abstract]:At present, the competition in the wood flooring market is becoming more and more fierce. If you want to compete with your competitors, the premise is to make the enterprise bigger and stronger as soon as possible, and the most important element among them is the brand. Any enterprise wants to succeed. Its indispensable condition is to have a high reputation and reputation of a successful brand. Through the proper use of brand strategy and brand building, enterprises can break through the tight circle and stand in an invincible position in the competition. At present, although affected by the real estate regulation and control policy, the floor market is still prosperous, the foreign and domestic demand is exuberant, which brings opportunities and unprecedented challenges to the flooring enterprises. As a domestic flooring enterprise, the most important problem to be solved is how to meet the requirements of all kinds of markets from the aspects of environmental protection, quality and technology, so as to survive in the fierce market competition. Accordingly, in order to help domestic flooring enterprises develop healthily and continuously, the most realistic measure is to scientifically and reasonably construct a research system of brand strategy for domestic flooring enterprises. This article has carried on the massive research to the Changzhou TS wood floor brand strategy, and has consulted the massive literature material and the article, first has carried on the elaboration to some important nouns (such as the brand, the brand strategy and so on), Through the analysis of the brand strategy of wood flooring, especially the analysis of the internal and external environment, the related theories, such as the construction and implementation of the brand strategy, are introduced. Then the characteristics of TS enterprise and brand strategy are combined, and on this basis, the general situation of the company, the history of brand development and the current situation of brand construction are analyzed, and the main competitors of the company are summarized. On the basis of this, the goal and plan of TS brand strategy are worked out, and the construction of brand strategy is discussed emphatically. At the end of the article, how to ensure the implementation of TS brand strategy is expounded in many aspects.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

【参考文献】