基于顾客价值的苏宁电器品牌定位战略研究

发布时间：2018-08-29 11:05

【摘要】：近年来，我国家电连锁零售业用十多年的时间完成了西方发达国家历经150年的商业历程。在惊喜于我国家电市场巨大的同时也要看到，我国家电连锁零售行业处于扩张与分化的转折点。中国家电连锁类金融模式的发展已经逐渐变得不再适用，同时国内家电市场格局已经相对稳定，在产品、品牌、营销手段等方面面临着同质化。固然，中国消费市场不成熟是导致这种局面的主因。但中国家电连锁零售企业的未来发展要寻求差异化已是必然。品牌是消费者对企业和产品等所有认知的集中反映，是消费者识别企业差异化的标志。营销的本质在于“满足消费者需求”，家电连锁零售企业出售服务，消费者的感知价值成为消费者选择家电连锁零售品牌的主要因素，因此，基于顾客价值研究家电连锁零售品牌定位战略是非常有意义的。本论文以消费者的价值理论，品牌定位理论作为理论背景，选取苏宁为研究对象，从顾客价值出发，对苏宁的品牌定位进行分析研究。具体综合运用企业实例，挖掘影响苏宁品牌定位的顾客价值驱动因素，在案例分析的基础上构建基于顾客价值的苏宁品牌定位影响因素，以及品牌定位的竞争战略。对苏宁的品牌定位战略进行分析和优劣势分析，并通过大量的文献查阅、资料搜集、调研访谈，从顾客价值角度分析目前苏宁品牌定位战略存在的问题。最后对苏宁品牌定位战略进行总结并提出优化建议。期望以此为例，让家电连锁零售企业重新了解消费者，，真正重视顾客价值，找到合适的品牌定位和市场竞争策略。
[Abstract]:In recent years, China's household appliance chain retail industry has completed 150 years of business history in western developed countries. At the same time, we should see that the household appliance chain retail industry is at the turning point of expansion and differentiation. The development of Chinese household appliance chain finance model has gradually become no longer applicable, at the same time, the domestic appliance market structure has been relatively stable, in products, brands, marketing methods and other aspects are facing homogeneity. Of course, the immature Chinese consumer market is the main cause of this situation. However, it is inevitable to seek differentiation for the future development of Chinese household appliance chain retailing enterprises. Brand is the central reflection of consumers' cognition of enterprises and products, and it is the symbol of consumers' identification of enterprise differentiation. The essence of marketing lies in "meeting the needs of consumers". The perceived value of consumers becomes the main factor for consumers to choose the retail brands of household appliances. It is very meaningful to study the brand positioning strategy of household appliance chain retail based on customer value. This paper takes the consumer value theory and brand positioning theory as the theoretical background, selects Su Ning as the research object, starts from the customer value, carries on the analysis and the research to Su Ning's brand positioning. In this paper, the author makes comprehensive use of enterprise examples to excavate the driving factors of customer value that influence Su Ning's brand positioning, and on the basis of the case study, constructs the influencing factors and the competitive strategy of brand positioning based on customer value. This paper analyzes Su Ning's brand positioning strategy and its advantages and disadvantages, and analyzes the problems existing in the brand positioning strategy from the perspective of customer value through a large number of documents, data collection, investigation and interviews. Finally, Su Ning brand positioning strategy is summarized and optimized suggestions are put forward. It is expected that, for example, the household appliance chain retailing enterprises should re-understand the consumers, really attach importance to the customer value, and find the appropriate brand positioning and market competition strategy.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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