本科卫浴品牌战略研究

发布时间：2018-05-23 11:05

本文选题：本科公司 + 卫浴产品　；参考：《华侨大学》2015年硕士论文

【摘要】：品牌是一种商品在消费者心目中的声誉标志,是一个企业良好形象的缩影。谁能在市场经济条件下紧紧抓住品牌营销的特点,谁就一定能在激烈的市场竞争中脱颖而出,成为品牌营销的胜利者。众所周知,在改革开放前的计划经济体制下,我国基本上没有“现代国产品牌”。虽然我国制陶历史悠久,但卫浴产品也处于无品牌状态。只是到了上世纪八九十年代改革开放后,伴随着经济发展,卫浴品牌才迎来了发展的春天。在中国卫浴行业竞争日益激烈的今天,国内的卫浴品牌想要取得市场主动权,占据市场主导地位,关键在于品牌力及其运作。当前是卫浴品牌快速发展的新阶段。拥有一个含金量高的品牌,是新办卫浴企业面对市场竞争能后来居上的制胜法宝。本文的研究目的在于为本科卫浴制定品牌战略及品牌实施策略,并以期为别的中小企业实施品牌战略提供有益借鉴。本文借鉴现有的品牌管理、战略管理等基础理论,运用市场定位相关理论,以本科卫浴公司品牌战略为研究对象,从营销环境分析入手,针对本科卫浴公司确定品牌战略目标,进行品牌定位,再从产品、定价、渠道及整合营销传播四个方面,制定实施策略,最后对本科卫浴公司提出品牌战略实施的保障措施,即顶层设计规划品牌战略、科研人才永葆品牌生命、规范管理铸造品牌质量、营销网络保证品牌推广、市场导向引领品牌创新以及企业文化给力品牌影响。
[Abstract]:Brand is a commodity in the eyes of the consumer reputation mark, is a good image of the epitome of the enterprise. Who can tightly grasp the characteristics of brand marketing under the market economy condition, who will be able to stand out in the fierce market competition and become the winner of brand marketing. As we all know, under the planned economy system before reform and opening up, our country basically does not have "modern domestic brand". Although China has a long history of pottery, sanitary products are also in a brand-free state. Only after the reform and opening up in the 1980s and 1990s, along with the economic development, the brand of sanitary ware ushered in the spring of development. With the increasingly fierce competition in the sanitary ware industry in China, the key of the domestic sanitary ware brands to gain the market initiative and occupy the dominant position in the market lies in the brand strength and its operation. At present, it is a new stage of rapid development of sanitary ware brand. Has a gold-rich brand, is the new sanitary ware enterprises face market competition can win the magic weapon. The purpose of this paper is to establish brand strategy and brand implementation strategy for undergraduate sanitary ware, and to provide useful reference for other small and medium-sized enterprises to implement brand strategy. This paper draws lessons from the existing brand management, strategic management and other basic theories, applies the relevant theories of market positioning, taking the brand strategy of the undergraduate sanitary ware company as the research object, starting with the analysis of the marketing environment, and aiming at the establishment of the brand strategic goal of the undergraduate sanitary ware company. Brand positioning, then from the product, pricing, channels and integrated marketing communication four aspects, the implementation strategy, and finally to the undergraduate bathroom company brand strategy implementation of the safeguard measures, that is, top-level design planning brand strategy, Scientific research talents always maintain brand life, standardize management of foundry brand quality, marketing network to ensure brand promotion, market-oriented brand innovation and corporate culture to power brand impact.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.92;F273.2

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