宝石新集团股份有限公司品牌个性塑造调研报告
发布时间：2018-09-08 12:33
【摘要】：2012年全国工业和信息化工作会议部署在全国开展“工业质量品牌建设年”活动。工业质量品牌建设年活动是落实《工业转型升级规划》,推进质量品牌战略的专项行动部署,旨在增强质量文化“软实力”,加快工业企业品牌建设,形成社会各界共同参与质量信誉建设的格局,实现工业质量和信誉的全面提升。全国共有百家企业品牌培育试点,宝石新集团股份有限公司是其中之一。 在日益激烈的竞争市场,竞争的重点从价格战、技术战、客户争夺战进入了品牌理念和个性战层面。以全新的品牌理念去拉开与竞争对手的差异,塑造品牌个性,并从高端发力,以隐性营销的方式将品牌精神潜移默化地渗入目标客户的心里,赢取客户深层次的精神认同,从而提升客户忠诚,这在企业品牌文化体系建设过程中占有主导意义。 本文首先在前人理论研究的基础上对品牌个性的定义、品牌个性的测量以及品牌个性的塑造进行了文献回顾,再就品牌个性的价值、来源以及品牌个性的发展过程进行探讨。在第四部分,本文对宝石新集团股份有限公司的情况进行梳理,介绍了宝石新集团股份有限公司的集团概况、主要生产经营产品、集团的市场销售状况以及企业文化。在第五部分,本文首先梳理了缝制设备行业的发展概况,进而归纳了行业的基本特点,通过分析行业市场容量,展望了缝制设备行业的发展前景。第六部分,文章在调研的基础上分析出了宝石新集团股份有限公司塑造品牌个性的必要性：(1)品牌是企业的重要资产;(2)品牌个性是差异化的重要筹码；(3)个性认同是品牌美誉度的后盾支撑；(4)个性是品牌生命周期的鲜活剂。文章接着指出宝石新集团股份有限公司塑造品牌个性面临的困境：(1)品牌个性建设重视不足；(2)程序化思维固定；(3)功利倾向明显,并提出了公司品牌个性塑造的路径对策。文章最后对企业品牌个性塑造进行了总结并作研究展望。 本文从品牌个性视角出发,对宝石新集团股份有限公司的品牌体系建设进行阶段性研究,了解现状、发现不足,形成书面意见,以期对企业品牌个性塑造提出建议和参考。
[Abstract]:The National Conference on Industry and Information Technology in 2012 is scheduled to launch the "Year of Industrial Quality Brand Building" nationwide. All walks of life jointly participate in the construction of quality and reputation to achieve the overall upgrading of industrial quality and reputation.
In the increasingly competitive market, the focus of competition is from the price war, technical war, customer competition into the brand concept and personality war level. With brand-new brand concept to open up the differences with competitors, mold the brand personality, and from the high-end force, with the implicit marketing way to penetrate the spirit of the brand into the hearts of the target customers subtly. In order to win the deep-seated spiritual identity of customers and enhance customer loyalty, it plays a leading role in the construction of enterprise brand culture system.
This paper first reviews the definition of brand personality, the measurement of brand personality and the shaping of brand personality on the basis of previous theoretical research, and then discusses the value, source and development process of brand personality. In the fifth part, the development of the sewing equipment industry is first reviewed, and then the basic characteristics of the industry are summarized. By analyzing the market capacity of the industry, the sewing equipment industry is prospected. The sixth part analyzes the necessity of building brand personality in Gemstone New Group Co., Ltd.. (1) Brand is an important asset of enterprises; (2) Brand personality is an important chip for differentiation; (3) Personality identity is the backing support of brand reputation; (4) Personality is the freshness of brand life cycle. The article then points out the dilemma faced by Gemstone New Group Co., Ltd. in shaping its brand personality: (1) insufficient emphasis on brand personality construction; (2) fixed procedural thinking; (3) obvious utilitarian tendencies, and puts forward the path and Countermeasures for shaping the company's brand personality. Look ahead.
From the perspective of brand personality, this paper makes a phased study on the brand system construction of Gemstone New Group Co., Ltd. to understand the status quo, find out the shortcomings, and form a written opinion in order to make suggestions and reference for the brand personality shaping of enterprises.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.6
本文编号：2230532
[Abstract]:The National Conference on Industry and Information Technology in 2012 is scheduled to launch the "Year of Industrial Quality Brand Building" nationwide. All walks of life jointly participate in the construction of quality and reputation to achieve the overall upgrading of industrial quality and reputation.
In the increasingly competitive market, the focus of competition is from the price war, technical war, customer competition into the brand concept and personality war level. With brand-new brand concept to open up the differences with competitors, mold the brand personality, and from the high-end force, with the implicit marketing way to penetrate the spirit of the brand into the hearts of the target customers subtly. In order to win the deep-seated spiritual identity of customers and enhance customer loyalty, it plays a leading role in the construction of enterprise brand culture system.
This paper first reviews the definition of brand personality, the measurement of brand personality and the shaping of brand personality on the basis of previous theoretical research, and then discusses the value, source and development process of brand personality. In the fifth part, the development of the sewing equipment industry is first reviewed, and then the basic characteristics of the industry are summarized. By analyzing the market capacity of the industry, the sewing equipment industry is prospected. The sixth part analyzes the necessity of building brand personality in Gemstone New Group Co., Ltd.. (1) Brand is an important asset of enterprises; (2) Brand personality is an important chip for differentiation; (3) Personality identity is the backing support of brand reputation; (4) Personality is the freshness of brand life cycle. The article then points out the dilemma faced by Gemstone New Group Co., Ltd. in shaping its brand personality: (1) insufficient emphasis on brand personality construction; (2) fixed procedural thinking; (3) obvious utilitarian tendencies, and puts forward the path and Countermeasures for shaping the company's brand personality. Look ahead.
From the perspective of brand personality, this paper makes a phased study on the brand system construction of Gemstone New Group Co., Ltd. to understand the status quo, find out the shortcomings, and form a written opinion in order to make suggestions and reference for the brand personality shaping of enterprises.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.6
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