芬兰颂拓（SUUNTO）手表在中国品牌扩张战略研究
发布时间：2018-11-17 19:35
【摘要】：论文从介绍手表行业背景开始，通过对国外品牌扩张现有概念和策略的理解，结合芬兰颂拓（SUUNTO）手表在中国品牌扩张的经验，总结出国外手表品牌在国内扩张必须走适合中国国情的道路。 首先论文介绍了手表品牌战略基本理论，分别是品牌扩张概念，品牌扩张策略，品牌扩张的阶段和模式，，其次通过手表产业外部环境和内部环境做分析。阐述了手表行业国内外的发展趋势和颂拓手表在国内外的不同现状。 颂拓的中国的战略方法包括竞争对手状况的分析，内部必要性分析和SWOT分析。最后论文列举了颂拓对于中国市场的品牌扩张实施，包括消费者为上，开发适合中国产品，打造户外奢侈品购物体验，适合的品牌形象和代言人和加强零售店铺管理多样化的实施方法。 文中的亮点在于总结出手表品牌扩张需要采取多样化的终端营运方式，与国外一般只通过代理商销售不同，为了让产品尽可能在全中国覆盖，需要采取直营，代理商和网购商务模式同时进行。 其次，与国外在商场钟表专柜或者独立旗舰店销售手表不同的是，面对国内不同层次和阶层的消费者，必须采用多渠道战略，除了传统百货渠道，还需要根据产品特性开辟户外门店和网购渠道，以满足细分消费市场的需求。 最后从产品和市场战略上更需要采取符合国内消费者口味的措施，比如转为中国设计表款，采用国内明星代言，以及加强零售形象和消费者体验等，简而言之就是让消费者觉得自己购买的是身份的象征，这与国外购买手表作为生活品质提高或者对美的追求的概念有很大区别。 为了阐述这个论点，论文首先对企业进行内部和外部环境综合分析让读者了解其发展背景，其次利用SWOT分析法对芬兰颂拓（SUUNTO）手表品牌进行了自我鉴定，全面研究了品牌的特点和细节，并研究了在国内的竞争对手状况。文章的重点部分在于第五第六章，通过芬兰颂拓（SUUNTO）的品牌扩张的详细步骤和实施策略描述解释了理论的关键所在，最后的总结也例举了品牌扩张中的失败和经验教训，希望可以给到同行借鉴和帮助
[Abstract]:This paper begins with the introduction of the industry background of watches, through the understanding of the existing concepts and strategies of foreign brand expansion, combined with the experience of (SUUNTO) watch brand expansion in China. Summing up the foreign watch brand in the domestic expansion must follow the road suited to China's national conditions. Firstly, the paper introduces the basic theory of watch brand strategy, which is the concept of brand expansion, the strategy of brand expansion, the stage and mode of brand expansion, and then analyzes the external and internal environment of watch industry. This paper expounds the development trend of watch industry at home and abroad and the different status quo of Songtuo watch at home and abroad. Songtuo's strategic approach to China includes the analysis of competitors' status, internal necessity and SWOT analysis. Finally, the thesis enumerates the brand expansion of Xuntuo to the Chinese market, including the consumer-oriented, the development of suitable Chinese products, the creation of outdoor luxury shopping experience, Suitable brand image and spokesperson and the implementation method of strengthening the diversification of retail store management. The bright spot in this paper is to sum up that the watch brand expansion needs to adopt the diversified terminal operation way, and generally only sells through the agent in the foreign country, in order to make the product as far as possible in the entire China coverage, needs to take the direct management. Agents and online shopping business model at the same time. Secondly, unlike overseas sales of watches at shopping malls and watch counters or independent flagship stores, facing domestic consumers of different levels and strata, they must adopt a multi-channel strategy, in addition to the traditional department stores. We also need to open outdoor stores and online shopping channels according to the characteristics of products to meet the demand of subdivided consumer market. Finally, in terms of product and market strategy, it is even more necessary to adopt measures that suit the tastes of domestic consumers, such as converting to Chinese design tables, adopting domestic celebrity endorsements, and strengthening the retail image and consumer experience, and so on. In short, it makes consumers feel like they are buying a status symbol, which is very different from buying a watch abroad as a concept of improved quality of life or pursuit of beauty. In order to expound this argument, the thesis firstly makes a comprehensive analysis of the internal and external environment of the enterprise so that readers can understand its development background, and then uses the SWOT analysis method to self-identify the (SUUNTO) watch brand in Songtuo, Finland. Comprehensive study of the characteristics and details of the brand, and the situation of domestic competitors. The key part of this paper lies in the fifth and sixth chapter, which explains the key of the theory through the detailed steps and implementation strategy description of (SUUNTO) brand expansion in Finland. The final summary also gives examples of the failure and experience in brand expansion. I hope I can give my colleagues reference and help.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.4
本文编号：2338839
[Abstract]:This paper begins with the introduction of the industry background of watches, through the understanding of the existing concepts and strategies of foreign brand expansion, combined with the experience of (SUUNTO) watch brand expansion in China. Summing up the foreign watch brand in the domestic expansion must follow the road suited to China's national conditions. Firstly, the paper introduces the basic theory of watch brand strategy, which is the concept of brand expansion, the strategy of brand expansion, the stage and mode of brand expansion, and then analyzes the external and internal environment of watch industry. This paper expounds the development trend of watch industry at home and abroad and the different status quo of Songtuo watch at home and abroad. Songtuo's strategic approach to China includes the analysis of competitors' status, internal necessity and SWOT analysis. Finally, the thesis enumerates the brand expansion of Xuntuo to the Chinese market, including the consumer-oriented, the development of suitable Chinese products, the creation of outdoor luxury shopping experience, Suitable brand image and spokesperson and the implementation method of strengthening the diversification of retail store management. The bright spot in this paper is to sum up that the watch brand expansion needs to adopt the diversified terminal operation way, and generally only sells through the agent in the foreign country, in order to make the product as far as possible in the entire China coverage, needs to take the direct management. Agents and online shopping business model at the same time. Secondly, unlike overseas sales of watches at shopping malls and watch counters or independent flagship stores, facing domestic consumers of different levels and strata, they must adopt a multi-channel strategy, in addition to the traditional department stores. We also need to open outdoor stores and online shopping channels according to the characteristics of products to meet the demand of subdivided consumer market. Finally, in terms of product and market strategy, it is even more necessary to adopt measures that suit the tastes of domestic consumers, such as converting to Chinese design tables, adopting domestic celebrity endorsements, and strengthening the retail image and consumer experience, and so on. In short, it makes consumers feel like they are buying a status symbol, which is very different from buying a watch abroad as a concept of improved quality of life or pursuit of beauty. In order to expound this argument, the thesis firstly makes a comprehensive analysis of the internal and external environment of the enterprise so that readers can understand its development background, and then uses the SWOT analysis method to self-identify the (SUUNTO) watch brand in Songtuo, Finland. Comprehensive study of the characteristics and details of the brand, and the situation of domestic competitors. The key part of this paper lies in the fifth and sixth chapter, which explains the key of the theory through the detailed steps and implementation strategy description of (SUUNTO) brand expansion in Finland. The final summary also gives examples of the failure and experience in brand expansion. I hope I can give my colleagues reference and help.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.4
【参考文献】
相关期刊论文 前3条
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本文编号：2338839
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