数字化营销背景下F灯饰有限公司品牌创建策略研究

发布时间：2021-12-22 14:44

　　中国改革开放近四十年来,中国的灯饰照明行业也从无到有,取得了快速的发展。在中山市古镇、横栏镇等地区的照明产业基地地从最初的数家企业发展到如今的上万家规模不等的企业。同时在灯饰照明行业也涌现了一批优秀的拥有自主品牌的企业,例如欧普照明、雷士照明、三雄极光、佛山照明…等。但大多数中小灯饰企业仍以代工为主,缺乏自主品牌。在日趋激烈的市场竞争中,面临着发展的困境。本文以中山市F灯饰有限公司为例,该公司创立于2008年,公司位于中山市横栏镇,近年来面临着发展的困境和发展瓶颈。主要原因有以下三方面:1)灯饰照明行业面临非常激烈的竞争目前已经形成了激烈的红海市场;2)产品面临着严重同质化;3)由于该公司是长期给海外品牌代工,终端消费者认知度低。近年来面临着企业运营成本上升,由于与海外客户的议价能力相对弱,利润下滑、盈利困难,从而面临着巨大的挑战。本文在数字化营销背景下研究F灯饰有限公司自主品牌的创建,首先运用PEST工具分析了灯饰照明行业的宏观环境,然后运用五力模型分析了F灯饰公司五个维度的竞争能力并以凯勒的品牌资产创建理论模型为基础,对F公司目前品牌创建中存在的主要问题进行分析,发现品牌识别的缺失... 

【文章来源】：广东外语外贸大学广东省

【文章页数】：90 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Objectives and Significance
    1.3 Research Methods
    1.4 Research Structure and Contents
Chapter 2 Literature Review
    2.1 Brand Equity
    2.2 Model of Brand Equity Building Theory
    2.3 Brand Identity
    2.4 Brand Positioning
    2.5 Integrated Brand Communication
Chapter 3 Lighting Industry Conditions and Case Description
    3.1 Current Condition of Lighting Industry
        3.1.1 Current Condition of Lighting Industry Abroad
        3.1.2 Current Condition of Lighting Industry at Home
        3.1.3 Development of Digital Marketing of Lighting Industry in China
    3.2 Case Description
        3.2.1 Brief Introduction of F Lighting Company
        3.2.2 Organizational Structure of F Lighting Company
        3.2.3 Current Condition of Brand and Marketing
Chapter 4 Case Analysis
    4.1 PEST Analysis of Brand Building of Lighting Industry
        4.1.1 Political Factors
        4.1.2 Economic Factors
        4.1.3 Social Factors
        4.1.4 Technological Factors
    4.2 Analysis of F Company’s competitive competence by Porter’ Five Forces Model
        4.2.1 Suppliers’ Bargaining Power
        4.2.2 Buyers’ Bargaining Power
        4.2.3 Capabilities of Potential Competitors’ Entry
        4.2.4 Capabilities of Substitutes
        4.2.5 Degree of Competition in Industry
    4.3 Comparison Analysis of Domestic Benchmark Brands in the Industry
    4.4 Major Problems of Brand Building of F Company and Causes
        4.4.1 Weak Brand Strategic Awareness of Top Managers
        4.4.2 Incomplete Brand Identity
        4.4.3 Unclear Brand Positioning
        4.4.4 Narrow Brand Marketing and Communication Channels
Chapter 5 Brand Building Plans of F Company
    5.1 Brand Building Ideas Based on CBBE Pyramid Model
    5.2 Brand Identity System Building Plans of F Company
        5.2.1 Build BIS from the Perspective of Product
        5.2.2 Build BIS from the Perspective of Organization
        5.2.3 Build BIS from the Perspective of Individuals
        5.2.4 The Choice of Brand Connections
        5.2.5 Optimize the Overall VI Design of the Company
    5.3 Focus on Market Segments and Define Brand Positioning
        5.3.1 Brand Positioning from the Perspective of Product
        5.3.2 Brand Positioning from the Perspective of Consumer
        5.3.3 Brand Positioning from the Perspective of Competitor
    5.4 Integrated Brand Communication Plans of F Company
        5.4.1 Internal Integrated Brand Communication Plans
        5.4.2 External Integrated Brand Communication Plans
Chapter 6 F Company’s Implementation Guarantees of Brand Building Strategies Based on Digital Marketing Background
    6.1 Conceptual Guarantee
    6.2 Organizational Guarantee
    6.3 Financial Guarantee
Chapter 7 Conclusion and Prospects
    7.1 Conclusion
    7.2 Limitations and Prospects
REFERENCES
Appendix


【参考文献】：
期刊论文
[1]2018年中国照明电器行业运行情况及趋势展望[J]. 温其东.  中国照明电器. 2019(02)
[2]品牌关系质量本土化模型的建立与验证[J]. 何佳讯.  华东师范大学学报(哲学社会科学版). 2006(03)
[3]品类个性的形成与作用机理[J]. 周志民.  深圳大学学报(人文社会科学版). 2006(02)
[4]论品牌资产的定义[J]. 卢泰宏,黄胜兵,罗纪宁.  中山大学学报(社会科学版). 2000(04)

硕士论文
[1]北京现代汽车ix35数字营销方案研究[D]. 李冉.河北工业大学 2013



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