海昌公司的品牌战略研究

发布时间：2019-02-16 02:33

【摘要】：作为世界第二大经济体,中国的经济规模和增长速度令世人瞩目,已成为全球领先的新兴市场。中国是世界人口第一大国,同时也是近视眼发生率最高的国家之一;接触镜作为成熟的屈光不正(包括近视、远视和散光)的光学矫正方法之一,其国内配戴率远低于发达国家和地区的水平,因此中国是全球最具潜力的接触镜市场。海昌作为立足于本土发展的接触镜企业,历经近20年的艰苦经营,销售额己超过国内市场总额的30%,成为国内接触镜市场的领导品牌。品牌对企业的重要性毋庸置疑。海昌公司深刻认识到企业要保持竞争优势,谋求长远发展,必须要打造强势品牌;实施品牌战略有助于提升企业的核心竞争力,从而达到不断巩固和提高市场占有率的目的。本文以海昌公司作为案例研究对象,以如何帮助企业在品牌战略上选择正确的方向,进而通过品牌战略的实施管理品牌资产和创建强势品牌为研究目标。全文内容结构如下:一、在绪论中对本文的研究背景、研究意义、研究内容和研究方法进行了说明,扼要阐述了品牌战略的相关理论;二、应用PEST模型分析企业所处的外部宏观环境因素,对国内接触镜行业现状、竞争状况和市场需求特征进行分析;三、对海昌公司的品牌战略现状进行分析,指出品牌战略存在的问题;四、对海昌公司的品牌战略进行规划,制定多品牌战略升级、本土品牌国际化战略、海昌品牌营销战略和海俪恩品牌营销战略;五、提出海昌公司品牌战略的实施保障,包括品牌研发战略、品牌服务提升、信息化建设和团队建设;六、结论及进一步研究。通过对海昌公司品牌战略进行研究,笔者认为海昌的多品牌战略是在单一品牌战略已经发展成熟,企业需要面对越来越多的细分市场,产品线日益庞大,容易导致企业失去重心的历史阶段提出的,战略的转型获得了一定的成功。通过对海昌和海俪恩两个品牌的市场定位、品牌风格、品牌传播、产品规划、定价策略、营销策略和渠道策略施行差异化营销战略,结合品牌战略实施保障,有助于解决目前海昌品牌战略存在的问题,从而实现品牌创新。同时,笔者对未来的品牌战略提出了一些构想。一方面,通过进一步发展多品牌战略,面向国内高端细分市场推出高档品牌和高端产品系列,从而迈向更高的品牌溢价,不断提升产品的市场占有率;另一方面,鉴于海昌品牌拥有国际品牌本土化的成功历史经验,在企业已开始着手向海外市场扩张之际,笔者对如何顺利实现本土品牌国际化进行了一些前瞻性思考。
[Abstract]:As the world's second largest economy, China's economic size and growth rate have attracted the attention of the world, has become the world's leading emerging market. China is the world's largest population, but also the incidence of myopia is one of the highest; As one of the mature optical correction methods for ametropia (including myopia, hyperopia and astigmatism), the domestic wearing rate of contact lens is much lower than that of developed countries and regions, so China is the most potential contact lens market in the world. Haichang as a contact lens enterprise based on local development, after nearly 20 years of hard operation, sales has exceeded the domestic market total 30, become the leading brand of domestic contact lens market. The importance of brand to business is beyond doubt. Haichang Company deeply realizes that in order to maintain competitive advantage and seek long-term development, it must build a strong brand, and the implementation of brand strategy will help to enhance the core competitiveness of enterprises, thereby achieving the purpose of continuously consolidating and increasing market share. This paper takes Haichang Company as the case study object, aims at how to help enterprises choose the right direction in brand strategy, and then manage brand assets and create strong brand through the implementation of brand strategy. The content structure of this paper is as follows: 1. In the introduction, the research background, significance, research content and research methods are explained, and the related theories of brand strategy are briefly described; Second, apply PEST model to analyze the external macro environmental factors of enterprises, and analyze the current situation, competition situation and market demand characteristics of domestic contact lens industry. Third, analyze the current situation of brand strategy of Haichang Company, and point out the existing problems of brand strategy; Fourth, planning the brand strategy of Haichang Company, formulating multi-brand strategy upgrading, local brand internationalization strategy, Haichang brand marketing strategy and Hailian brand marketing strategy; Fifth, put forward the implementation of the brand strategy of Haichang company, including brand research and development strategy, brand service promotion, information construction and team building; sixth, conclusions and further research. Through the research on the brand strategy of Haichang Company, the author thinks that the multi-brand strategy of Haichang has developed and matured in the single brand strategy, the enterprise needs to face more and more subdivision markets, and the product line is becoming larger and larger. It is easy to cause the enterprise to lose the center of gravity in the historical stage, the strategic transformation has achieved certain success. Through the market positioning, brand style, brand communication, product planning, pricing strategy, marketing strategy and channel strategy of the two brands, Hailian and Haichang, we implement the differentiated marketing strategy, combined with the brand strategy to implement security. It is helpful to solve the problems existing in Haichang brand strategy and realize brand innovation. At the same time, the author of the future brand strategy put forward some ideas. On the one hand, through the further development of multi-brand strategy, high-grade brands and high-end product series are introduced for domestic high-end market segments, thus moving towards a higher brand premium and increasing the market share of products; On the other hand, in view of the successful historical experience of international brand localization, the author makes some forward-looking thinking on how to realize the internationalization of local brand at a time when the enterprise has begun to expand into overseas market.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.72

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