鞋类企业品牌维护的研究

发布时间：2018-04-30 00:20

本文选题：鞋品牌 + 品牌维护　；参考：《陕西科技大学》2014年硕士论文

【摘要】：与国外成功（鞋类）企业品牌相比较，国内鞋类企业由于起步晚，规模小，显得比较薄弱；为使企业能持续长久发展，提高国内鞋类企业的品牌价值，本文以品牌维护为线索展开，从理论和实际两方面分别叙述国内鞋类企业品牌在发展过程中所存在的问题与不足和国外成功企业品牌维护策略。本文主要结构分为七部分，其主要内容如下：第一部分，绪论。本章介绍了课题背景、课题国内外研究现状、研究目的、意义及方法。第二部分，论文相关定义概述。本章主要是针对与论文相关的词汇进行简单阐述。论文首先介绍了鞋品牌的含义及作用，品牌具有增值作用，能降低消费者购买成本和风险等；其次叙述了鞋品牌维护的含义及作用，品牌维护不仅对产品、品牌附加值、软实力等提升有很大帮助，而且有利于企业巩固品牌原有的市场地位，保持品牌旺盛的生命力等；最后介绍了品牌“理念”、产品升级、品牌形象、品牌延伸相关定义。第三部分，国内鞋类企业品牌发展现状。国内鞋类企业经过二十年的发展，，虽已形成了不错的规模，但与国外成功品牌相比较还存在相当大的差距；因此，本章利用文献查阅法、案例分析法以及结合国内鞋业的实际情况，分析出国内鞋类企业在竞争激烈的市场中所存在的问题与不足。第四部分，国外成功（鞋类）企业品牌维护。本章节针对国内鞋类企业品牌的问题与不足，分别从品牌“理念”、产品升级、品牌形象（宣传、服务）、品牌延伸四个方面出发，分析国外成功企业（鞋类）是如何进行品牌维护，得出成功企业品牌维护的策略，供国内鞋类企业借鉴。第五部分，消费者对鞋业品牌的认知调研。主要运用问卷调查法对大众消费者展开调查，从调研结果中了解消费者对鞋业品牌的认知与需求变化。第六部分，提出国内鞋类企业品牌维护策略。在了解消费者需求及借鉴国外成功（鞋类）企业维护策略的前提下，试图为国内鞋类民营企业及中小型企业提出适合企业品牌维护策略。如：品牌定位策略、品牌创新策略、人才储备策略、品牌宣传策略、品牌服务策略等。第七部分，本文最后得出的结论。只有提高对品牌维护的重要性，才能使得一个企业长久的立足于激烈的市场当中。国内鞋类企业在面临竞争日益激烈的市场环境下，必须重视品牌维护，要积极的为自身企业制定一个有效的品牌维护系统。
[Abstract]:Compared with the foreign successful (footwear) brand, domestic footwear enterprises are relatively weak because of the late start and small scale. In order to make the enterprise sustainable development and improve the brand value of the domestic footwear enterprises, this paper takes the brand maintenance as the clue, and describes the development process of the domestic footwear enterprise brand from two aspects of theory and practice. The existing problems and deficiencies and the brand maintenance strategy of foreign successful enterprises are divided into seven parts. The main contents are as follows:
The first part is introduction. This chapter introduces the background of the research, the research status quo at home and abroad, the purpose, significance and method of the research.
The second part, the summary of the relevant definition of the paper. This chapter is a brief description of the words related to the paper. First, the paper introduces the meaning and function of the shoe brand, the brand has the value added effect, can reduce the consumer purchase cost and risk. Secondly, it describes the meaning and function of the shoe brand maintenance, and the brand maintenance is not only the product, but the brand maintenance is not only the product, but also the brand maintenance is not only the product, Brand added value, soft power and other promotion help, and help enterprises to consolidate the original market position of the brand, maintain the vitality of the brand, and so on. Finally, the brand "concept", product upgrading, brand image, brand extension related definitions.
The third part, the domestic footwear enterprise brand development status. After twenty years of development, domestic footwear enterprises have formed a good scale, but there is a considerable gap compared with foreign successful brands. Therefore, this chapter uses literature review, case analysis and the actual situation in domestic shoes, and analyzes the domestic footwear. The problems and shortcomings of enterprises in the highly competitive market.
The fourth part, the brand maintenance of foreign successful (footwear) enterprises. This chapter aims at the problems and deficiencies of domestic footwear brands. From the four aspects of brand "concept", product upgrading, brand image (propaganda, service) and brand extension, this chapter analyzes how the successful foreign enterprises (footwear) is to carry out brand maintenance and obtain successful enterprise brand dimension. " The strategy of protection is used for reference by domestic footwear enterprises.
The fifth part, the consumer's cognitive research on shoe brand brand, mainly using the questionnaire survey method to investigate the public consumers, from the survey results to understand the consumer's cognitive and demand changes to the shoe brand.
In the sixth part, the brand maintenance strategy of domestic footwear enterprises is put forward. On the premise of understanding consumer demand and using foreign successful (footwear) enterprise maintenance strategies, it tries to put forward a suitable brand maintenance strategy for domestic footwear private enterprises and small and medium enterprises. For example, brand positioning strategy, brand innovation strategy, talent reserve strategy, and brand brand. Publicity strategy, brand service strategy, etc.
The seventh part, the final conclusion of this article. Only by improving the importance of brand maintenance, can an enterprise stand in the fierce market for a long time. In the face of increasingly competitive market environment, the domestic footwear enterprises must attach importance to brand maintenance and make an active brand maintenance department for their own enterprises. Unification.

【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.8

【参考文献】