丹阳圣布凡家纺有限公司品牌策略研究

丹阳圣布凡家纺有限公司品牌策略研究

丹阳圣布凡家纺有限公司品牌策略研究

摘 要：随着改革开放和我国经济的快速发展，国外企业产品快速涌入中国，国内国际市场商业竞争日益激烈，企业之间通过各种各样的经营管理模式，提高企业的经营管理水平，其中品牌形象策略管理就是其中的一个方面。品牌策略是企业品牌管理的有机组成部分，在目前的研究当作所谓品牌策略的实施是指企业和有关政府管理部门通过有效的管理，提高地区品牌营销的实际数量。通过创立市场良好品牌营销形象，提升产品知名度，并以知名度来开拓市场。本文首先从品牌的相关概念出发，为后期研究准备理论基础。其次分析丹阳圣布凡家纺有限公司品牌策略现状和公司的品牌策略存在的品牌意识淡薄；品牌定位不准，核心价值模糊；品牌缺乏文化内涵；技术创新力度不够等问题。最后针对丹阳圣布凡家纺有限公司品牌问题，提出改进措施，提高企业实际管理水平。

关键词：家纺；品牌策略；营销

Danyang st home textile co., LTD. Brand strategy research

Abstract: Along with the reform and opening-up and the rapid development of

economy in our country, the foreign enterprise products into China's fast, domestic

and international market competition is increasingly fierce, through various

management pattern between enterprises, improve enterprise management level, the

brand management strategy is one of the aspects. Brand strategy is an integral part of

corporate brand management, in the current study as the implementation of brand

strategy refers to the so-called enterprise and relevant government departments

through effective management, improve the actual number of regional brand

marketing. By creating market a good brand image, improve product visibility, and

visibility to expand the market. At first, this paper starting from the relevant concepts

of brand, the theoretical basis for later study. Second analysis danyang st home textile

co., LTD. Brand strategy present situation and the company's brand strategy of brand

consciousness; The core value of brand positioning, vague; Brand lack of cultural

connotation; Technology innovation is not strong enough. Finally based on danyang st

brand issue every home textile co., LTD., put forward the improvement measures,

improve the level of enterprise's actual management.

Keywords: Home textile. Brand strategy; marketing

目 录

1绪论 ............................................ 错误！未定义书签。

1.1选题背景和意义 ............................. 错误！未定义书签。

1.2研究内容和方法 ............................. 错误！未定义书签。

1.3研究思路及框架 ............................. 错误！未定义书签。

2国内外研究现状与相关理论基础 ..................................... 2

2.1国内外研究现状 .............................................. 2

2.2品牌概述 .................................................... 3

2.3品牌策略理论概述 ............................................ 3

2.3.1 4P管理理论 ......................................................................................... 4

2.3.2整合营销理论 ....................................................................................... 4

2.3.3网络营销理论 ....................................................................................... 5

3丹阳圣布凡家纺有限公司品牌策略现状 ............................... 5

3.1丹阳圣布凡家纺有限公司企业简介 .............................. 5

3.2宏观环境分析 ................................................ 6

3.3行业环境分析 ................................................ 6

3.4丹阳圣布凡家纺有限公司的品牌策略现状 ........................ 7

4丹阳圣布凡家纺有限公司的品牌策略问题 ............................. 7

4.1品牌意识淡薄 ................................................ 7

4.2品牌定位不准，核心价值模糊 .................................. 8

4.3品牌缺乏文化内涵 ............................................ 8

4.4技术创新力度不够 ............................................ 9

5丹阳圣布凡家纺有限公司品牌策略改进 ............................... 9

5.1策略改进目标 ................................................ 9

5.2策略改进原则 ................................................ 9

5.3丹阳圣布凡家纺有限公司品牌策略改进 ......................... 10

5.3.1针对丹阳圣布凡家纺有限公司的4PS营销理论分析 ..................... 10

5.3.2品牌营销策略概括 ............................................................................. 12

6丹阳圣布凡家纺有限公司品牌策略实施保障 .......................... 16

6.1资金保障 ................................................... 16

6.2品质保障 ................................................... 16

6.3意识保障 ................................................... 16

6.4制度保障 ................................................... 16

6.5组织保障 ................................................... 16

6.6人力资源保障 ............................................... 17

结论 .............................................................. 17

致谢 .............................................. 错误！未定义书签。

参考文献 .......................................... 错误！未定义书签。