HA卫生巾多品牌战略重塑研究
发布时间：2018-08-26 19:32
【摘要】：随着市场经济的日益成熟和竞争日趋激烈,中国企业的运作方式正由产品运作层次向品牌运作层次提升,品牌战略因此也愈来愈受到企业界及管理科学界的重视。与跨国型企业相比,中国企业普遍都存在发展历程短和规模实力不足的问题,竞争力相对较弱,不少企业过去依靠低成本、广覆盖、强销售的竞争优势获得了快速成长,但由于缺乏品牌战略规划及长期品牌建设,往往出现发展后劲不足的状况,于是很多企业开始采用多品牌战略来开拓市场和提升份额。 HA作为中国最早发展起来的卫生巾企业,过去依赖强大的渠道拓展能力迅速占据了市场,进入了卫生巾行业的第一阵营,但是在全球性品牌护舒宝、苏菲、高洁丝的强势营销之下,品牌力不足的问题日益突显,为了保持持续增长的动力,HA早在九十年代就采用了双品牌战略,推出了安乐和安尔乐两个品牌,2001年,HA又因应市场,推出了七度空间品牌。三个品牌同时运作,虽然保障了企业的市场领先地位,但是多品牌战略规划和管理能力的不足也越来越成为企业发展的绊脚石,重新审视和调整多品牌战略势在必行。 本人根据过去多年的工作经验和品牌咨询实践,在查阅了大量的基础资料和前人对HA的研究文章的基础上,搜集了相关的数据,对其卫生巾多品牌战略展开了研究。本文运用了品牌诊断模型和SWOT分析法,分析了企业内外部环境和消费者需求的变化；运用品牌力模型,对多品牌的品牌资产加以诊断；运用市场细分和消费者洞察法,对HA多品牌战略的目标与蓝图进行再梳理；利用品牌远景和价值体系模型,对HA卫生巾多品牌战略进行再定位；最后从产品、渠道、传播的角度,结合品牌成长的阶段性规律,对多品牌未来五年发展的措施和方法加以设计。本文力图通过严谨的分析方法和系统的品牌规划工具,帮助HA卫生巾理清多品牌战略面临的挑战与机遇,提出了HA卫生巾多品牌战略重塑的核心战略与重要举措,希望以此为企业科学地认识当前形势提供参考,为企业的多品牌战略决策提供有力的支持。
[Abstract]:With the maturation of market economy and the increasingly fierce competition, the mode of operation of Chinese enterprises is increasing from the level of product operation to the level of brand operation. Therefore, brand strategy has been paid more and more attention to by the business community and the scientific circles of management. Compared with multinational enterprises, Chinese enterprises generally have the problems of short history of development and insufficient strength of scale, and their competitiveness is relatively weak. In the past, many enterprises relied on the competitive advantage of low cost, wide coverage and strong sales to gain rapid growth. However, due to the lack of brand strategic planning and long-term brand building, there is often a lack of stamina in development. As a result, many enterprises began to adopt a multi-brand strategy to open up the market and increase their share. HA, as the earliest sanitary napkin enterprise in China, used to rely on strong channel expansion capabilities to quickly occupy the market. Entering the first camp in the sanitary napkin industry, but under the strong marketing of global brands Whisper, Sophie and Gao Jie, the problem of insufficient brand strength has become increasingly prominent. In order to maintain the power of continuous growth, HA adopted a dual brand strategy as early as the 1990s, launched two brands, Arle and Arle, and in 2001, it also introduced the seventh-degree space brand in response to the market. Although the three brands operate at the same time, the lack of multi-brand strategic planning and management ability is increasingly becoming a stumbling block to the development of enterprises, so it is imperative to re-examine and adjust the multi-brand strategy. Based on the past years of work experience and brand consulting practice, based on the reference to a large number of basic materials and previous research articles on HA, I collected relevant data and carried out a study on the multi-brand strategy of sanitary napkins. This paper uses the brand diagnosis model and SWOT analysis method to analyze the changes of the internal and external environment and consumer demand, uses the brand force model to diagnose the multi-brand equity, uses the market segmentation and consumer insight method. Rearranging the objectives and blueprints of HA multi-brand strategy; repositioning the multi-brand strategy of HA sanitary napkins by using brand vision and value system model; finally, combining the stage law of brand growth from the point of view of product, channel and communication. Design the measures and methods of multi-brand development in the next five years. Through rigorous analysis method and systematic brand planning tools, this paper tries to help HA sanitary napkins clear up the challenges and opportunities faced by multi-brand strategy, and puts forward the core strategy and important measures of HA sanitary napkin multi-brand strategy remodeling. We hope to provide reference for enterprises to understand the current situation scientifically and provide strong support for multi-brand strategic decisions.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F273.2
本文编号：2205937
[Abstract]:With the maturation of market economy and the increasingly fierce competition, the mode of operation of Chinese enterprises is increasing from the level of product operation to the level of brand operation. Therefore, brand strategy has been paid more and more attention to by the business community and the scientific circles of management. Compared with multinational enterprises, Chinese enterprises generally have the problems of short history of development and insufficient strength of scale, and their competitiveness is relatively weak. In the past, many enterprises relied on the competitive advantage of low cost, wide coverage and strong sales to gain rapid growth. However, due to the lack of brand strategic planning and long-term brand building, there is often a lack of stamina in development. As a result, many enterprises began to adopt a multi-brand strategy to open up the market and increase their share. HA, as the earliest sanitary napkin enterprise in China, used to rely on strong channel expansion capabilities to quickly occupy the market. Entering the first camp in the sanitary napkin industry, but under the strong marketing of global brands Whisper, Sophie and Gao Jie, the problem of insufficient brand strength has become increasingly prominent. In order to maintain the power of continuous growth, HA adopted a dual brand strategy as early as the 1990s, launched two brands, Arle and Arle, and in 2001, it also introduced the seventh-degree space brand in response to the market. Although the three brands operate at the same time, the lack of multi-brand strategic planning and management ability is increasingly becoming a stumbling block to the development of enterprises, so it is imperative to re-examine and adjust the multi-brand strategy. Based on the past years of work experience and brand consulting practice, based on the reference to a large number of basic materials and previous research articles on HA, I collected relevant data and carried out a study on the multi-brand strategy of sanitary napkins. This paper uses the brand diagnosis model and SWOT analysis method to analyze the changes of the internal and external environment and consumer demand, uses the brand force model to diagnose the multi-brand equity, uses the market segmentation and consumer insight method. Rearranging the objectives and blueprints of HA multi-brand strategy; repositioning the multi-brand strategy of HA sanitary napkins by using brand vision and value system model; finally, combining the stage law of brand growth from the point of view of product, channel and communication. Design the measures and methods of multi-brand development in the next five years. Through rigorous analysis method and systematic brand planning tools, this paper tries to help HA sanitary napkins clear up the challenges and opportunities faced by multi-brand strategy, and puts forward the core strategy and important measures of HA sanitary napkin multi-brand strategy remodeling. We hope to provide reference for enterprises to understand the current situation scientifically and provide strong support for multi-brand strategic decisions.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F273.2
【引证文献】
相关期刊论文 前1条
1 陈宝城;;妇婴卫生用品品牌营销策略思考[J];北方经贸;2016年02期
，本文编号：2205937
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