美国品谱公司铂恩品牌门锁中国市场营销策略研究

发布时间：2018-03-30 05:44

本文选题：铂恩品牌　切入点：锁具营销　出处：《吉林大学》2017年硕士论文

【摘要】：锁具是我国五金制品中的传统产业,我国在改革开放之后,正在处于并且日趋深入处于经济全球一体化的时代大背景下,锁具行业绝不可以还像过去那样固步自封停滞不前,同时中国又是出口大国,我们国内锁具的生产制造能力,必须要满足国内外不同层次消费者的需求。作为全球知名的高级门锁品牌,铂恩(Baldwin)品牌隶属于美国品谱公司(Spectrum)为美国高端家装和酒店锁、卫浴五金品牌,至今已有150多年的历史了。拥有很多的行业第一:美国奢华锁具第一品牌等等,上个世纪60年代,随着业务增长,铂恩建造新的生产基地,零售业务也得到长足的增长,铂恩进入家庭装饰领域。几年后,铂恩设计生产的插芯锁,很快成为追求品味与品质的家庭和企业的首选产品。在连续创造很多世界第一之后,铂恩成为世界上第一家利用热锻造工艺开发全铜系列产品的制造商。那么铂恩将如何能够成功地更进一步地进入中国市场,值得分析。我们通过铂恩品牌门锁目前在中国的营销情况,结合中国市场的背景,分析出铂的现状,包括价格现状,渠道策略现状以及促销现状。同时我们可看到了铂恩在中国市场暴露出来的或者说需要面对的,产品同质化严重等等问题。本文的观点在于近距离分析,研究出有前景的市场。根据网站信息以及铂恩品牌在中国的其他营销资料,完成可视化的,正式的书面分析。此项分析将通过对比中国市场包括铂恩在内的一系列锁具公司得出结论。发现目前铂恩品牌在中国市场将会遇到哪些问题,又将如何解决。基于当前铂恩品牌在中国的市场环境和营销策略执行过程中所存在的问题。我们在分析了中国宏观和微观的市场环境,设计了铂恩的新的市场营销策略。包括铂恩中国市场的STP策略,以及一些列的营销组合策略。当然以及为了这些策略的顺利实施,我们还谈到了这些策略的实施保障。通过这些具体的案例分析,我们可以清楚的看到铂恩品牌如何在中国市场开展业务。此项分析中我们可以探索出铂恩怎样利用他们的公众形象同时将西方的营销方式以及策略成功的应用在中国市场以开发潜在的新客户。我们最终的目标并通过良好的形象,构建铂恩的品牌及营销策略,使自身走在中国锁具市场前列。目前中国锁具市场比较成熟,市场定位的细分尤为重要,怎样分析目标客户群体,有效的定位。
[Abstract]:Lock is the traditional industry in the hardware of our country. After the reform and opening up, our country is in the background of global economic integration. The lock industry can never stand still as it was in the past. At the same time, China is also a big exporter. The manufacturing capability of our domestic lock must meet the needs of consumers at different levels at home and abroad. The Baldwin brand belongs to Spectral, an American brand of high-end home furnishings and hotel locks, bathroom hardware brands, which has a history of more than 150 years. It has a lot of industry number one: the first brand of luxury locks in the United States, and so on. In the 1960s, As the business grew, platinum built a new production base, and the retail business grew considerably, and platinum moved into home decoration. A few years later, platinum designed and manufactured the plug-in lock, Soon became the first choice for families and businesses seeking taste and quality. After creating a lot of the world's number one in a row, Platinum has become the first manufacturer in the world to use hot forging technology to develop all copper products. How can it successfully enter the Chinese market? Through the current marketing situation of platinum brand door lock in China and the background of the Chinese market, we analyze the current situation of platinum, including the status of price. At the same time, we can see the problems that Plain exposed or need to face in the Chinese market, the product homogenization is serious and so on. Research the promising market. Based on the website information and other marketing information of the platinum brand in China, complete the visualization, A formal written analysis. This analysis will draw a conclusion by comparing a series of lock companies in the Chinese market, including Platinum. Find out what problems the platinum brand will encounter in the Chinese market. Based on the problems existing in the current market environment and the implementation of marketing strategy in China, we have analyzed the macro and micro market environment in China. The new marketing strategy of Platinum is designed. It includes the STP strategy of Platinum China market, and some of the marketing mix strategies. And, of course, for the smooth implementation of these strategies, We also talked about the implementation of these strategies. Through these specific case studies, We can clearly see how the platinum brand can operate in the Chinese market. In this analysis, we can explore how platinum can use its public image while successfully applying western marketing methods and strategies to. China market to develop potential new customers. Our ultimate goal and through a good image, The brand and marketing strategy of Platinum are constructed to make itself in the forefront of the Chinese lock market. At present, the market of lock in China is relatively mature, the segmentation of market positioning is particularly important, how to analyze the target customer group, effective positioning.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.8

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