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MBA硕士毕业论文_定制家居品牌营销策略研究PDF

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随着我国居民收入水平的提高,家居消费呈现快速发展趋势。家居消费的升 级促使家居企业不断改进经营模式、不断克服技术难题。欧派、索菲亚、尚品宅 配为首三大家居巨头,投入大量资源策划明星代言、事件营销等品牌活动,以期 占领更多消费者心智,获得更高市场份额,家居企业之间产品、服务趋于同质化, 行业内竞争十分激烈。面对激烈的市场竞争,D定制家居如何提升自身品牌形象, 提高市场份额,成为当前企业经营过程中面临的重要问题。 本文以D定制家居品牌营销为研究对象,首先介绍了企业现状、品牌营销 现状并深度挖掘存在的问题,D定制家居品牌存在产品定位模糊、价格无明显优 势、营销渠道单一、传播内容缺少价值、传播方式老化等问题。然后分析了D 定制家居品牌经营的宏观环境、竞争者环境,同时运用问卷调查和座谈会的方式, 分析D定制家居目标客户的消费心理与消费行为以及消费者对D定制家居的认 知和评价。基于与竞争对手的对比分析以及市场调研的分析结果,本文确定了品 牌定位,并提出了具体的品牌营销策略,如聚焦产品优势、突出价格优势、开启 线上平台、提升终端服务力、强化品牌传播等一系列品牌营销策略。 关键词:D定制家居;品牌;品牌营销;市场营销 II Abstract With the improvement of the income level of Chinese residents, household consumption shows a rapid development trend. The upgrading of household consumption has prompted home enterprises to continuously improve their business models and constantly overcome technical difficulties. The Oppein, Sogal, and Shangpin are the top three household giants. They invest a lot of resources in planning star endorsements, event marketing and other brand activities in order to occupy more consumer minds and gain higher market share. Products and services between household enterprises tend to be homogeneous. Competition in the industry is fierce. In the face of fierce market competition, how D custom furniture enhance their brand image and improve market share has become an important issue in the current business management process. This thesis takes D custom furniture brand marketing as the research object. Firstly, it introduces the current situation of the enterprise and brand marketing and explores the existing problems. D custom furniture brand has problems such as fuzzy product positioning, no obvious advantage in price, single marketing channel, lacking of value in communication content and aging communication mode. Then, it analyzes the macro environment of D custom furniture brand management and the environment of competitors. At the same time, it uses questionnaires and symposiums to analyze the consumption psychology and consumption behavior of target customers of D custom furniture as well as consumers' cognition and evaluation of D custom furniture. Based on the comparative analysis with competitors and the analysis results of market research, this thesis suggests the brand positioning and proposed specific brand marketing strategies, such as focusing on product advantages, highlighting price advantages,opening online platforms, improving terminal service power, strengthening brand communication and a series of brand marketing strategies. Key words: D custom furniture ; Brand; Brand marketing; Marketing III 目录 摘要............................................................................................................................. I Abstract .......................................................................................................................... II 目录............................................................................................................................... III 1引言............................................................................................................................. 1 1.1 研究背景........................................................................................................ 1 1.2 研究方法与思路............................................................................................ 3 1.2.1 研究方法............................................................................................ 3 1.2.2 研究思路和框架................................................................................ 4 1.3研究内容和意义............................................................................................. 4 1.3.1研究内容............................................................................................. 4 1.3.2研究意义............................................................................................. 5 1.4概念理论及文献综述..................................................................................... 5 1.4.1相关概念和分析模型概述................................................................. 5 1.4.2国外研究文献..................................................................................... 7 1.4.3国内研究文献..................................................................................... 8 2 D定制家居公司介绍............................................................................................... 10 2.1 D定制家居公司介绍................................................................................... 10 2.2 D定制家居组织架构................................................................................... 10 2.3 D定制家居品牌发展情况........................................................................... 11 3 D定制家居当前品牌营销现状及存在的问题....................................................... 13 3.1 D定制家居品牌营销现状........................................................................... 13 3.2 D定制家居品牌营销存在的问题............................................................... 14 3.2.1产品同质化严重............................................................................... 14 3.2.2价格优势不突出............................................................................... 14 3.2.3渠道建设单一且渠道服务水平较低............................................... 15 3.2.4品牌核心价值传播模糊和品牌传播方式老化............................... 19 4 D定制家居环境分析及市场调研........................................................................... 21 4.1 家居行业宏观环境分析.............................................................................. 21 4.1.1相关政策法规环境分析................................................................... 21 4.1.2经济环境分析................................................................................... 22 4.1.3社会文化环境分析........................................................................... 24 4.1.4技术环境分析................................................................................... 24 4.2竞争环境分析............................................................................................... 25 4.2.1 定制家居品牌内涵分析.................................................................. 25 4.2.2 定制家居品牌市场现状分析.......................................................... 27 4.3 D定制家居品牌的市场调研....................................................................... 28 4.3.1问卷设计过程................................................................................... 28 4.3.2调查样本选择和实施过程............................................................... 29 4.3.3问卷调研结果分析........................................................................... 29 4.3.4基于座谈会的D定制家居和竞争者的认知和评价....................... 34 5 D定制家居品牌定位............................................................................................... 38 6 D定制家居品牌营销策略建议............................................................................... 40 IV 6.1 聚焦产品优势.............................................................................................. 40 6.1.1消费者需求采集与处理阶段........................................................... 40 6.1.2产品研发设计阶段........................................................................... 40 6.1.3生产制造阶段................................................................................... 40 6.2坚持性价比诉求点...........................................................