太阳雨集团有限公司品牌战略研究

发布时间：2017-12-31 17:42

本文关键词：太阳雨集团有限公司品牌战略研究　出处：《扬州大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国太阳能产业的规模已经达到一定的水平,市场竞争也越来越激烈,而且竞争的环境、手段也与过去单一的模式相比发生明显变化。企业间不再是以往单纯的依靠产品本身竞争,还依靠公司的营销手段。时代的发展和环境的变化促使品牌竞争成为未来市场竞争的主要因素,品牌战略成为企业在未来变化莫测的市场竞争中取胜的必要手段。品牌的作用十分明显,一个产品品牌成立后,会逐渐形带动相关配套产业的发展。在市场竞争日益激烈的环境中,品牌战略是企业进入并占领市场的重要手段,企业若不实施自身的品牌战略,很难获得持久长远的发展。太阳雨集团有限公司成立于上世纪末,相对于我国太阳能行业其他厂家而言,起步较晚,但是经过多年发展,太阳雨集团已经成为我国太阳能行业的领导企业之一。根据《2009年至2020年中国太阳能热水器市场发展趋势与行业竞争态势分析报告》调研报告的资料显示：2009年至2013年,太阳雨热水器及热水系统的市场占有率、销售额、销量都位居行业第一,全国的销量遥遥领先。本文运用理论与实践相结合的方法,结合太阳雨集团有限公司品牌战略发展历程和相关数据的搜集,分析太阳雨集团品牌战略的成功与不足之处,为公司完善品牌战略提出合理的建议。文章首先论述选题的背景,选题的目的和意义；接着论述品牌战略的相关概念；然后梳理太阳雨集团历来的品牌战略并分析其实施效果；接下来以品牌战略理论为指导,找出太阳雨集团品牌战略存在的问题,分析其原因所在并进一步提出解决的方案。论文期望通过对太阳雨集团有限公司在品牌方面问题的深入分析,帮助太阳雨完善其品牌战略并对国内太阳能行业其它企业的品牌建设有一定的借鉴意义。
[Abstract]:China's solar industry scale has reached a certain level, the market competition is increasingly fierce, and the competition environment, means and past single mode compared to change significantly. Among enterprises is no longer simply rely on the product itself competition, also rely on the company's marketing. The development of the times and changes of the environment prompted brand the competition has become the main factors in the future market competition, enterprise brand strategy has become a necessary means in market competition in the future to change constantly. The role of the brand is very obvious, a product brand was founded, will gradually promote the development of related industries. In an increasingly competitive market environment, the brand strategy is an important means for enterprises to enter and occupy the market, if the enterprise does not implement the brand strategy, it is difficult to obtain long-term development. Sun rain Group Limited was established in the At the end of the century, China's solar industry relative to other manufacturers, a late start, but after years of development, the sun rain group has become one of China's solar energy industry's leading enterprises. Research and analysis report > according to the development of <2009 to 2020 China solar water heater market trends and competition situation in the industry data show: from 2009 to 2013. The sun rain water heater and hot water system of the market share, sales, sales ranked first in the industry, the sales way ahead. This article combines theory and practice, combined with the sun rain Group Limited company brand strategy development process and related data collection, analysis the success and shortage of the sun rain brand strategy group. For the company to improve brand strategy and put forward reasonable suggestions. This paper first discusses the background, purpose and significance of the topic; then discusses the brand The related concept of strategy; then sort out the sun rain group has always brand strategy and analysis of the implementation effect; next to the brand strategy theory, find out the existing problems of the company Taiyangyu brand strategy, analyzes the reasons and puts forward the solutions. The expectation through in-depth analysis of the problems in the sun rain brand Group Co. Ltd. the sun rain help improve its brand strategy and have certain reference significance to other enterprises of domestic solar power industry brand construction.

【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F272

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