ZBBE集团品牌战略研究

发布时间：2018-05-17 03:27

本文选题：ZBBE集团品牌 + 品牌战略研究　；参考：《山东理工大学》2015年硕士论文

【摘要】：我国是全球最大的皮革制造国,也是皮革用品的消费大国,却不是皮革用品品牌大国。近年来,国外品牌在国内的中高档皮革市场占据着主导地位,并获取着高额利润,与之相反的是我国的皮革制品企业却默默无闻或是充当OEM挣取微薄之利,或是艰难守住已被瓜分的市场份额。其实作为外贸加工型企业,由于有多年为国外贴牌生产的经验,中国皮革企业的产品欠缺的不是质量,而是品牌经营经验。要想发展,中国的皮革企业必须创造自己的拳头产品,打造自主品牌。中国皮革企业的产品的质量是有目共睹的,加之其多年为国外贴牌生产的经验,其真正欠缺的是品牌理念和品牌战略。作为加工型企业,中国的皮革企业要想获得长足发展,必须重新整理企业发展战略思路,打造自己的品牌,走自主品牌发展之路。ZBBE集团是一家生产高端皮革及系列革制品的大型企业集团,生产制品跨越中高档牛皮家具革、汽车坐垫革及高档真皮沙发、箱包、鞋类、食用明胶等领域,产能居全国第二。1954年创业以来,ZBBE集团已经走过60多个年头,在半个多世纪的经营中沉淀,其生产技术、综合实力已鲜有比肩者。做内销市场,走自主品牌之路一直是ZBBE集团高层的战略规划。ZBBE集团出口贸易一直做高端市场,从生产工艺和资源整合都具备很强的基础。在目前的世界经济形势下,皮革行业之间的竞争越来越强,面临的困难也越来越严峻,各企业之间的产品和技术差距也越来越小,在这种前提下,越来越多的企业意识到了品牌这种无形资产对于企业的重要性,很多企业开始逐渐的重新制定品牌战略规划,打造自主品牌。作为民营皮革企业的ZBBE集团必须认真研究企业的品牌战略,传播自主品牌形象,努力提高市场占有率,来增加企业的核心竞争力,只有这样,才能逐步摆脱只能为国外代工来赚取低廉加工费的枷锁,企业才能重获生机。本文在对ZBBE集团所处的宏观环境、行业竞争环境、SWOT分析的基础上,结合市场、企业战略目标等要素,针对ZBBE集团品牌建设中遇到的问题,进行了品牌战略方案设计,重新进行了品牌定位,提出了品牌战略并提炼出品牌核心价值。最后,对于企业品牌战略的实施、品牌的维护及管理提出相应的建议。
[Abstract]:China is the world's largest leather manufacturing country, is also a large country of leather goods consumption, but not leather brands. In recent years, foreign brands occupy a dominant position in the domestic high-grade leather market, and obtain high profits. On the contrary, the leather products enterprises in our country are unknown or serve as OEM to earn meager profits. Or struggling to hold onto the market share that has been carved up. In fact, as a foreign trade processing enterprise, because of many years of foreign brand production experience, the products of Chinese leather enterprises are not lack of quality, but brand management experience. To develop, China's leather enterprises must create their own products, to create their own brand. The quality of the products of Chinese leather enterprises is obvious to all, in addition to its many years of foreign brand production experience, the real lack of brand concept and brand strategy. As a processing enterprise, if Chinese leather enterprises want to make great progress, they must reorganize their strategic thinking of development and build their own brands. ZBBE Group is a large enterprise group that produces high-end leather and series leather products. Its products span over the fields of middle and high grade leather, automobile cushion leather and high-grade leather sofa, bags, shoes, edible gelatin and so on. Since 1954, ZBBE Group has gone through more than 60 years, in more than half a century of business precipitation, its production technology, comprehensive strength has rarely been comparable. To do the domestic market, to take the road of independent brand has been the strategic planning of the senior level of ZBBE Group. ZBBE Group export trade has been doing high-end market, from the production technology and resource integration have a strong foundation. In the current world economic situation, the competition between the leather industry is becoming stronger and stronger, the difficulties are becoming more and more severe, and the product and technology gap between enterprises is becoming smaller and smaller. More and more enterprises realize the importance of the intangible assets of brand, many enterprises begin to gradually reformulate brand strategic planning to build their own brand. As a private leather enterprise, ZBBE Group must seriously study the brand strategy of the enterprise, spread its own brand image, strive to increase its market share, and increase the core competitiveness of the enterprise. In order to gradually get rid of the foreign contract to earn low processing fees, enterprises can regain vitality. Based on the analysis of the macro environment and the competition environment of ZBBE Group, combined with the elements of market and enterprise strategic objectives, this paper designs the brand strategy scheme for the problems encountered in the brand construction of ZBBE Group. Repositioning the brand, putting forward the brand strategy and refining the core value of the brand. Finally, the implementation of corporate brand strategy, brand maintenance and management of the corresponding recommendations.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.85

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