深圳市G眼镜公司的品牌营销策略研究

发布时间：2018-03-12 13:37

本文选题：品牌营销策略　切入点：眼镜行业　出处：《湘潭大学》2014年硕士论文　论文类型：学位论文

【摘要】：从二十世纪八十年代至今，全球企业界经历了从产品经营到资本经营再到品牌经营的发展阶段，从而进入了全新的品牌竞争时代。随着我国经济的高速发展，人民生活水平日益提高，对产品的需求也日趋多元化、个性化，在这样的宏观背景下，企业生产的产品具有差异化、多元化的特点才能满足市场需求。尤其是对于眼镜行业来说，我国的市场需求量日益增大，产品种类开始逐渐丰富多样。在眼镜市场竞争日趋激烈的背景下，品牌是企业在市场中的一个形象代表，故而品牌成为资本价值和市场竞争的核心，这使得品牌营销策略日益受到企业的重视，成为企业持续发展的关键。所以一个企业要想稳固自己产品市场的消费群体，品牌对企业生存和发展就显得尤为重要。深圳市G眼镜公司经过多年的发展，目前已初现规模。如何更好的适应市场变化，怎样才能在竞争激烈的市场环境中占据先机，成为G眼镜公司面临的重要问题。本文在对品牌营销相关理论进行系统梳理的基础之上，对深圳市G眼镜公司的品牌营销策略进行全面深入的研究。文章将品牌营销的内容主要归结为设计与定位、传播与发展、维护与延伸等方面；以此为理论依据，分析了G眼镜公司的发展历程、发展环境、营销策略，深入剖析了G公司品牌营销中存在的品牌创建滞后、门店营销困难、网络销售乏力等问题；然后进行了品牌营销方案设计，，确立了品牌营销的原则，研究了G眼镜公司的目标市场选择和品牌营销定位、品牌营销的设计与传播、品牌营销的维护与延伸等方案；最后提出了应该整合企业资源、着眼企业文化、建立合理的营销制度等品牌营销方案实施的保障措施，并从实施能力和实施效果两个方面提出品牌营销方案实施的评价体系。本文认为眼镜行业作为一个独特的行业，其消费者的消费行为次数是重复多次的，也就是说其回头客的可能是很大的，所以公司在品牌营销的过程中，一定要强调自身产品的独特性、多样性，品牌价值的体现一定要给消费群体一种产品特有文化的感觉，要更加注重对顾客的售后服务。同时品牌营销策略要在具有公司战略意义的基础上进行制定，且要及时根据市场和文化的发展而进行相适应的改进，深深抓住消费者的消费心理以及不同地区、不同品味、不同阶层消费者的需求变化，不断的进行市场追踪调查。
[Abstract]:From 1980s to now, the global business community has experienced a stage of development from product management to capital management to brand management, thus entering a brand new era of competition. With the rapid development of China's economy, People's living standards are improving day by day, and the demand for products is becoming more and more diversified and individualized. Under such a macro background, the products produced by enterprises are different. The characteristics of diversification can meet the market demand. Especially for the spectacles industry, the market demand in our country is increasing day by day, and the variety of products is becoming more and more diverse. Under the background of the increasingly fierce competition in the spectacle market, Brand is an image representative of enterprise in the market, so brand becomes the core of capital value and market competition, which makes brand marketing strategy more and more important. Therefore, if an enterprise wants to stabilize the consumer group of its own product market, the brand is particularly important to the survival and development of the enterprise. After many years of development, Shenzhen G glasses Company has begun to appear in scale. How to better adapt to market changes and how to take the lead in the competitive market environment, G glasses company is faced with an important issue. This article on the basis of brand marketing related theory of a systematic combing, This paper makes a comprehensive and in-depth study on the brand marketing strategy of Shenzhen G glasses Company. The content of brand marketing is mainly attributed to the aspects of design and positioning, communication and development, maintenance and extension, etc. This paper analyzes the development course, development environment and marketing strategy of G glasses Company, and deeply analyzes the problems existing in the brand marketing of G Company, such as the lag of brand establishment, the difficulty of store marketing, the weakness of network sales, and so on. Then it designs the brand marketing scheme, establishes the principles of brand marketing, studies the target market selection and brand marketing positioning, the design and dissemination of brand marketing, the maintenance and extension of brand marketing, etc. Finally, the paper puts forward the guarantee measures for the implementation of brand marketing plan, such as integrating enterprise resources, focusing on enterprise culture and establishing reasonable marketing system, and puts forward the evaluation system of brand marketing scheme implementation from two aspects: implementation ability and implementation effect. This article thinks that the spectacles industry as a unique industry, its consumer's consumption behavior times is repeated many times, that is to say, its customers are likely to be very large, so the company in the process of brand marketing, We must emphasize the uniqueness, diversity, and brand value of our own products. We must give consumers a sense of product-specific culture. At the same time, brand marketing strategies should be formulated on the basis of the company's strategic significance, and should be improved in a timely manner according to the development of the market and culture. Deeply grasp the consumer's consumer psychology and different regions, different tastes, different levels of consumer demand changes, continue to track the market survey.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

【参考文献】