垫片制造业是一个“微小”的行业，但却是第二产业不可分割的一部分。因为行 业规模狭小、制造企业众多和营销传统等原因，垫片行业处于一种传统且封闭的市场 环境中，这造成了客户对垫片技术认识不够、对垫片品牌感知不深的局面。传统的垫 片制造企业在市场推广中并没有很好地研究品牌营销能带给企业的效益，而仅仅着眼 于现有市场，并局限于传统营销方式。随着市场竞争的日益激烈和市场对垫片技术提 出新的需求，垫片企业必须提升意识，根据自身公司实际制定长期发展的市场战略， 根据自身品牌所处情况制定品牌营销策略。 在互联网时代的今天，有些企业开始利用互联网技术跟客户分享垫片技术和知识， 进行品牌的网络营销。但是，因为缺少对垫片行业和市场的调研分析，这些企业的网 络营销往往采用零星的、散乱的方式和手段，缺乏品牌质量和价值的传递，从而让网 络化的品牌营销策略仅浮于表面形式，却没有把品牌深入带到客户的心里。 本文对品牌和品牌营销策略的基本概念进行了界定，选取了品牌定位和品牌形象 这两个基本理论作为垫片公司品牌营销策略执行的基础，运用文献和报告研究、企业 调查和问卷调查方法，对 FL 垫片公司品牌营销现状进行调查和分析，得出 FL 品牌 定位不清、形象模糊、推广不够和缺乏系统化互联网技术应用等问题。鉴于此，本文 基于 STP 定位方法，运用品牌推广、精准营销和互动营销等具体策略，对 FL 垫片公 司提出了品牌营销策略优化的建议。本文的研究不仅为 FL 垫片公司在可持续的品牌 营销发展中提供了帮助，同时也给行业内其他企业的市场开拓和发展提供了借鉴。 关键词：垫片；品牌；品牌营销策略；品牌定位；品牌形象III Abstract Gasket manufacturing industry is a "tiny" industry, but it is an integral part of the secondary industry.Duetothesmall scaleoftheindustry,thelargenumber ofmanufacturing companies and the traditional marketing, the gasket industry is in a traditional and closed market environment, which has caused customers to have insufficient knowledge of gasket technology and a deep perception of gasket brands. Traditional gasket manufacturing companies have not studied the benefits that brand marketing can bring to enterprises in marketing, but only focus on the existing market and are limited to traditional marketing methods. With the increasingly fierce market competition and the market's new demands for gasket technology, gasket companies must raise awareness, formulate long-term market strategiesbasedontheirowncompanies'actualdevelopment,andformulatebrandmarketing strategies based on their brand premises. In the age of the Internet, some companies have begun to use Internet technology to share gasket technology and knowledge with customers to carry out brand online marketing. However, because of the lack of research and analysis of the gasket industry and the market, these companies often use sporadic and scattered methods and means, and lack of brand valuetransmission,sothatthenetworkedbrandmarketingstrategyonlyfloatsonthesurface. But did not bring the brand to the hearts of customers. This articledefines thebasicconcepts ofbrandand brandmarketingstrategy, andselects two basic theories of brand positioning and brand image as the foundation of the gasket company’s brand marketing strategy. Using literature and report research, corporate surveys and questionnaire survey methods, The FL gasket company's brand marketing status was investigated and analyzed, and problems such as unclear FLbrand positioning, vague image, insufficient promotion and lack of systematic Internet technology application were obtained. In view of this, based on the STP positioning method and using specific strategies such as brand promotion, precision marketing and interactive marketing, this article puts forward suggestions on the optimization of brand marketing strategies for FL Gasket Company. The research in this article not only provides help for FL gasket company in sustainable brandIV marketing development, but also provides a reference for the market development and development of other companies in the industry. Keywords: Gasket; Brand; Brand Marketing Strategy; Brand Positioning; Brand Image目录 致谢 ........................................................................................................................................I 摘要 ......................................................................................................................................II Abstract................................................................................................................................III 第 1 章 绪论 .........................................................................................................................1 1.1 选题背景与研究意义 .............................................................................................1 1.1.1 选题背景 ........................................................................................................1 1.1.2 研究目的和意义 ...........................................................................................3 1.2 相关概念及理论介绍 .............................................................................................4 1.2.1 品牌和品牌营销概念 ...................................................................................4 1.2.2 相关品牌营销理论基础 ...............................................................................6 1.2.3 品牌营销策略相关理论及方法 ...................................................................7 1.2.4 理论部分小结 .............................................................................................10 1.3 国内外研究现状 ...................................................................................................10 1.3.1 国外研究现状 .............................................................................................10 1.3.2 国内研究现状 .............................................................................................12 1.3.3 国内外研究评述 .........................................................................................13 1.4 研究内容与基本框架 ...........................................................................................14 1.4.1 研究内容 ......................................................................................................14 1.4.2 基本框架 .....................................................................................................15 1.5 研究方法与创新点 ...............................................................................................15 1.5.1 研究方法 .....................................................................................................15 1.5.2 本文的创新点 .............................................................................................16 第 2 章 FL 垫片公司营销现状和品牌策略分析..............................................................17 2.1 国内垫片市场需求分析 .......................................................................................17 2.2 FL 垫片公司介绍...................................................................................................19 2.3 行业环境波特五力分析 .......................................................................................23 2.3.1 从业者之间的竞争 ......................................................................................24 2.3.2 新进入者 ......................................................................................................262.3.3 替代品 ..........................................................................................................26 2.3.4 顾客和供应商 ..............................................................................................27 2.4 FL 垫片公司当前品牌营销策略...........................................................................29 2.4.1 FL 品牌的定位现状.....................................................................................29 2.4.2 FL 品牌形象推广手段.................................................................................30 2.4.3 FL 品牌客户服务情况.................................................................................30 2.5 FL 垫片公司品牌营销的 SWOT 分析 .................................................................31 第 3 章 FL 垫片公司品牌营销问题分析..........................................................................34 3.1 FL 垫片公司品牌问卷调查及分析.......................................................................34 3.1.1 测度指标设计 .............................................................................................34 3.1.2 品牌问卷设计 .............................................................................................35 3.1.3 描述性统计分析 .........................................................................................37 3.1.4 问卷信度和效度分析 .................................................................................37 3.1.5 问卷的因子分析 .........................................................................................39 3.1.6 问卷的相关性分析 ......................................................................................42 3.2 FL 垫片公司品牌营销问题分析...........................................................................44 3.2.1 市场定位模糊和品牌推广不力 .................................................................45 3.2.2 品牌定位的错位 .........................................................................................49 3.2.3 品牌形象传递欠缺 .....................................................................................50 3.3 品牌营销问题产生的原因 ...................................................................................51 第 4 章 FL 垫片公司品牌营销策略优化方案..................................................................54 4.1 精准市场和增强推广 ...........................................................................................54 4.1.1 不同客户的市场定位 .................................................................................54 4.1.2 根据产品不同进行市场定位 .....................................................................55 4.1.3 根据市场定位增强品牌推广力度 .............................................................56 4.2 重塑品牌定位 .......................................................................................................56 4.2.1 线上线下结合的品牌定位传播 .................................................................56 4.2.2 区别于竞争品牌的精准营销 .....................................................................57 4.3 提升品牌形象 .......................................................................................................59 4.3.1 基于品牌色彩的品牌形象推广 .................................................................594.3.2 差异化的品牌形象推广 .............................................................................61 4.3.3 互联网下的互动营销 .................................................................................62 4.3.4 客户服务的网络体系 .................................................................................64 4.4 品牌营销策略优化的预期 ...................................................................................64 第 5 章 FL 垫片公司品牌营销策略实施和保障措施......................................................67 5.1 品牌营销策略实施 ...............................................................................................67 5.1.1 策略实施的必要性 .....................................................................................67 5.1.2 策略实施的作用 .........................................................................................67 5.1.3 策略实施的步骤 .........................................................................................68 5.2 策略实施的保障 ...................................................................................................69 5.2.1 人力资源和组织架构保障 .........................................................................69 5.2.2 资金和制度保障 .........................................................................................70 5.2.3 管理层的支持和关爱保障 .........................................................................71 第 6 章 结论与展望 ...........................................................................................................73 6.1 结论 .......................................................................................................................73 6.2 展望 .......................................................................................................................74