金珑装饰公司品牌营销研究

发布时间：2018-04-20 03:27

本文选题：家装 + 品牌战略　；参考：《山东大学》2007年硕士论文

【摘要】： 随着国家经济的快速发展，消费者收入以及消费结构的变化，中国的家装市场发展前景广阔，并且具有明显的盈利前景。但与此同时，市场的快速发展与规则的发展并不同步，目前的市场混乱竞争现象严重，并没有真正的知名企业产生，同时从业人员缺乏品牌意识，整体上给人毁大于誉的不良形象。于是部分企业越来越意识到如何把握住现在的市场机会，并能够将这种机会转化为实际利润是企业生存与发展的关键。而在这种由潜在机会向实际利润转化过程中，值得信任的品牌形象便显得由为重要，并且往往能够发展成为企业竞争的独特优势。因此进行家装企业的品牌战略研究便具有重要的意义。合理的品牌营销研究是建立在对具体市场与相应的经济形势以及消费者行为研究的准确认识的基础之上的。因此本文作者结合自己在装饰企业多年的从业经验，对中国家装市场所面临的宏观经济环境进行了观察和分析，对企业所面临的机遇与挑战进行了细致的研究，，并基于这种认识提出了进行品牌营销方案设计者的一般考虑框架。最后，为了更为有效地展现这种分析的意义，作者比较详细地针对所在企业的具体经营环境做出了认真地分析，并从品牌定位、品牌识别、品牌传播、品牌延伸与品牌保护等角度系统地提出了实施有效的品牌营销方案，应该具有一定的原则性考虑与具体的行动指导。本文的研究方法核心是始终从企业的角度看待营销问题，关注企业的营销目标，营销理论与实践相结合，强调系统、严谨、实用和有针对性、可操作的企业视角。运用定性、定量研究方法为金珑公司提供了全面的品牌营销设计方案。作者试图在研究方向研究方法两方面有所创新。本文的研究方向涉及了一个成熟度较低的市场——装饰市场。目前，不仅市场本身竞争无序，而且对该市场进行深入研究的文章尚不多见。希望通过本文的研究能够为该行业的从业者理清思路，进而促进整个行业的良性发展。研究方法上的创新是指本文的立足点是一个真实的企业，从一个很小的点深度挖掘，寻找规律。重视可实施性和便于操作性，以解决具体的、专一的、有针对性的问题为目的。文章没有集中精力于宏观的、抽象的、战略性的问题，而是将焦点集中于金珑品牌营销方案设计与实施这一中心，做到有的放矢，是真正的把知识运用到实践的研究。
[Abstract]:With the rapid development of national economy and the changes of consumer income and consumption structure, China's home improvement market has a broad prospect of development, and has a clear profit prospects. But at the same time, the rapid development of the market and the development of the rules are not synchronized, the current market chaos and competition phenomenon is serious, and there are no real well-known enterprises, and the employees lack brand awareness. As a whole, it gives a bad image which is more damaging than reputation. As a result, some enterprises become more and more aware of how to grasp the present market opportunities and be able to turn this opportunity into actual profits, which is the key to the survival and development of enterprises. In the process of transforming from the potential opportunity to the actual profit, the trusted brand image becomes important and can often develop into the unique advantage of the enterprise competition. Therefore, it is of great significance to study the brand strategy of domestic decoration enterprises. Reasonable brand marketing research is based on the accurate understanding of specific market, corresponding economic situation and consumer behavior. Therefore, the author of this paper, combined with his experience in decoration enterprises for many years, makes an observation and analysis of the macroeconomic environment facing the Chinese home decoration market, and makes a detailed study of the opportunities and challenges faced by the enterprises. Based on this understanding, the general framework of brand marketing scheme designer is put forward. Finally, in order to show the significance of this analysis more effectively, the author makes a careful analysis of the specific business environment of the enterprise, and from the brand positioning, brand identification, brand communication, Brand extension and brand protection systematically put forward the effective brand marketing plan, which should have certain principle consideration and concrete action guidance. The core of the research method of this paper is to look at the marketing problem from the angle of the enterprise all the time, pay attention to the marketing target of the enterprise, combine the marketing theory with the practice, emphasize the systematic, rigorous, practical and pertinence enterprise angle of view. Using qualitative and quantitative research methods for Jinlong Company to provide a comprehensive brand marketing design. The author tries to innovate in two aspects: the research direction and the research method. The research direction of this paper involves a low maturity market-decoration market. At present, not only the market itself competition disorder, but also the in-depth study of the market is rare. It is hoped that the research in this paper can clarify the ideas for the practitioners of the industry, and then promote the benign development of the whole industry. The innovation of research method means that the foothold of this paper is a real enterprise, mining from a very small point, looking for the rule. Emphasis on implementability and ease of operation, to solve specific, specific, targeted problems for the purpose. Instead of focusing on macro, abstract and strategic issues, this paper focuses on the design and implementation of Jinlong's brand marketing scheme, which is the real application of knowledge to practical research.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F426.92

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