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MBA硕士毕业论文_公司在中国的品牌形象优化策略研究PDF

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随着中国消费市场的迅速扩大以及稳步向好的经济发展态势,各大高端品牌 都加快了进驻中国市场的进程,试图在这个超级市场中获得更大的利润;但与此 同时,我国消费者结构的转变、社交媒体和电商渠道以及颜值经济的风靡,越来 越多的公司也更加意识到在中国市场上建立良好的品牌形象将会成为品牌立足 的重要核心竞争力之一,而形象的建立往往需要一段时间和金钱的投入,所以一 旦在市场上形成了固有印象,品牌将很难在短期内改变这一状态,因此对于建立 品牌形象的过程需要进行严谨且慎重的考量,行业竞争不断加剧,如何在一众高 端品牌中突出重围变得越来越具有挑战性。 本论文以高端护肤品牌F公司为研究对象,通过PEST模型和VUCA模型 对高端美妆行业的宏观环境和行业竞争环境进行分析,基于品牌形象实施系统理 论和消费者感知维度理论,以及用户画像理论,深度剖析公司目前在中国形象建 立所触及到的问题和原因。同时,根据公司历年线上线下店铺销售业绩和运营情 况,以及产品线市场占有率和用户体验反馈等数据统计,从核心形象、目标受众、 品牌活动和社会责任四大维度提出关于形象优化的方案策略,帮助F公司有效 突破当下瓶颈。 关键词:形象;品牌;高端美妆;消费者 III Abstract With the rapid expansion of China market and the prosperous of the economy, most of luxury brands have accelerated the process of entering China market, trying to make more profits here. However, at the same time, with the transformation of the consumer structure in China lead to the boom of the social media and of e-commerce channels. What’s more, the popularity of beauty economy make more and more companies aware of the fact that a good brand image in China market will become one of the important core competitiveness of a brand. But, the establishment of brand image often requires a period of time and huge money investment, so once the image is formed in the market, it will be difficult for a brand to change it in the short term, so the process of establishing a brand image needs to be carefully considered. And for the fierce competition of the industry, it becomes more and more challenging to stand out among such amount of luxury brands. This paper mainly based on the research of F company, a luxury skincare brand. Through PEST model and VUCA model to analyze the macro environment and industry competition environment of the luxury beauty industry. This paper will deeply analyzes the problem and the cause of the company's current image in China, based on the theory of brand image implementation system, consumer perception dimension, and user portrait theory. And will also give the optimization plan according to the company's sales performance and operation of online and offline stores over the years, product market share, user experience feedback and other data statistics, from four dimensions of core image, target audience, brand activity and social responsibility, to better help F company effectively break through the current challenge. Keywords:Image; Branding; Luxury Cosmetics; Consumers 目录 致谢................................................................................................................................ I 摘要............................................................................................................................... II Abstract ........................................................................................................................ III 第1章 绪论.................................................................................................................. 1 1.1 研究背景及意义.............................................................................................. 1 1.1.1研究背景................................................................................................. 1 1.1.2 研究意义................................................................................................ 4 1.2 理论基础.......................................................................................................... 4 1.2.1 品牌形象实施系统................................................................................ 5 1.2.2 测量品牌形象建立中顾客心智的5A维度 ......................................... 6 1.2.3 品牌形象与用户画像理论.................................................................... 7 1.3 国内外研究现状.............................................................................................. 7 1.3.1 国外研究现状........................................................................................ 7 1.3.2 国内研究现状........................................................................................ 9 1.3.3 文献评述.............................................................................................. 11 1.4 研究内容与结构............................................................................................ 12 1.5 研究方法与创新之处.................................................................................... 13 1.5.1 研究方法.............................................................................................. 13 1.5.2 技术路线.............................................................................................. 14 1.5.3 创新之处.............................................................................................. 14 第2章 公司概况及环境分析.................................................................................... 16 2.1 公司介绍........................................................................................................ 16 2.2 宏观环境对品牌形象实施策略的影响分析................................................ 18 2.2.1 政策环境.............................................................................................. 18 2.2.2 经济环境.............................................................................................. 20 2.2.3 社会环境.............................................................................................. 21 2.2.4 科技环境.............................................................................................. 23 2.3 多变的新时代商业环境对行业带来的机遇和挑战.................................... 24 2.3.1 突发事件对消费者选择带来的不稳定性.......................................... 25 2.3.2 形象定位与市场需求关系的不确定性.............................................. 26 2.3.3 文化价值观差异带来的形象建立复杂性.......................................... 27 2.3.4 新市场品牌形象建立实施方式的模糊性.......................................... 27 2.4 本章总结........................................................................................................ 28 第3章 F公司在中国市场上品牌形象问题及分析 ................................................ 29 3.1 F公司在中国的品牌形象现状 ..................................................................... 29 3.2 F公司品牌形象在实施过程中存在的问题及成因 ..................................... 31 3.2.1 形象与价值主张逐渐失去认知度和联想度...................................... 31 3.2.2 目标受众形象限制.............................................................................. 35 3.2.3 没能打破品牌形象限制增加传播范围.............................................. 40 3.2.4 形象优势展示模糊不清难以提升依附度.......................................... 42 第4章 F公司在中国市场形象优化的解决方案 .................................................... 45 4.1 强化品牌核心形象与价值主张.................................................................... 45 4.1.1 建立有助于加深记忆和联想的品牌元素和产品策略...................... 45 4.1.2 跨圈层设立明星代言多维度展现品牌价值主张.............................. 47 4.1.3 测试核心形象与品牌认知和联想程度.............................................. 49 4.2 更新大数据用户画像扩大目标受众............................................................ 50 4.2.1 更新用户画像...................................................................................... 50 4.2.2 引导线上消费者升级.......................................................................... 52 4.2.3 有效利用节日展现礼赠礼遇的品牌核心扩大新消费群体.............. 55 4.2.4 关注男性消费者群体...............................................