“婚嫁喜玫瑰”品牌营销战略研究

发布时间：2018-03-09 06:03

本文选题：品牌营销　切入点：品牌塑造　出处：《湘潭大学》2012年硕士论文　论文类型：学位论文

【摘要】：自2001年成立到2012年，香港喜玫瑰集团领导下的“婚嫁喜玫瑰”子品牌。它已经在市场上摸打滚爬了近11年，在不断的市场风雨中，“婚嫁喜玫瑰”品牌已经取得了一定的市场地位，销售业绩和品牌形象也得到了较大程度地提升。进入到婚嫁的新世纪，人们观念的巨大转变，带来了婚嫁市场、婚嫁摄影、婚庆服务的剧烈变革，相关市场发生了翻天覆地的变化。消费者行为变得更加理性，，消费的选择和目的趋于多元化、专业化和时尚化。作为喜玫瑰集团下的婚嫁品牌，面对严峻的、发杂的市场环境，“婚嫁喜玫瑰”不得不重新审视市场环境，调整营销战略，进而在市场上立足。本文首先从品牌的概念和特征入手，导出品牌营销的相关内涵。在实际分析中，以“婚嫁喜玫瑰”品牌的品牌营销内容、战略意义以及挑战入手，包括“婚嫁喜玫瑰”品牌的塑造过程。通过对市场情况进行战略分析，提出营销过程中所存在的问题，并对此作出评价和分析。然后立足“婚嫁喜玫瑰”品牌实际发展情况，从品牌营销的角度，一方面阐述了相关营销战略，另一方面就目前存在的挑战和问题，提出自己的对策。最后得出自己在营销过程中的相关结论。
[Abstract]:From its establishment in 2001 to 2012, Hong Kong's "Wedding and Joy Rose" brand has been on the market for nearly 11 years. In the constant market wind and rain, "married Rose" brand has achieved a certain market position, sales performance and brand image has been greatly improved. Entering the new century of marriage, the tremendous changes in people's concepts have brought about dramatic changes in the marriage market, wedding photography, wedding services, and related markets. Consumer behavior has become more rational. The choice and purpose of consumption tend to be diversified, specialized and fashionable. As the wedding brand under the Joy Rose Group, facing the severe and mixed market environment, "Wedding Joy Rose" has to re-examine the market environment and adjust its marketing strategy. And then in the market. This paper starts with the concept and characteristics of the brand and derives the relevant connotation of the brand marketing. In the actual analysis, the content, strategic significance and challenge of the brand marketing of the "married Rose" brand are discussed. It includes the molding process of the brand of "married and happy rose". Through the strategic analysis of the market situation, the problems existing in the marketing process are put forward, and the problems are evaluated and analyzed. Then, based on the actual development of the brand, From the point of view of brand marketing, on the one hand, this paper expounds the relevant marketing strategies, on the other hand, puts forward its own countermeasures on the challenges and problems existing at present. Finally, it draws the relevant conclusions in the process of marketing.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

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