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MBA硕士毕业论文_意玩家地板企业初创品牌策略研究PDF

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I 摘要 现阶段企业要初创品牌已经越来越难,传统建材行业更是如此。作为中国传 统制造业最晚接入互联网的行业之一,建材行业的品牌创建同样需要经历传统媒 体宣传,品牌塑造以及互联网互动及自媒体时代的发展路径。只是纵观整个行业 至今还在品牌塑造里艰难跋涉,连定位区隔都还没有实现清晰和熟练,面对已经 蓬勃兴起的自媒体时代尤其是互联网带来的去中心化传播特征显得力不从心。传 统的地板企业在持续品牌运动中不断清晰定位和调整品牌策略更是缺乏思路和系 统解决方案,新创品牌新市场环境则面临生存与发展的严峻挑战。穿新鞋走老路 成为典型常态。 本文选择地板企业初创品牌策略这一课题进行研究,选择曾经中国实木复合 地板第一的生活家董事长刘硕真先生2016年新创的创意玩家(中山)家居有限公 司为案例企业,依据发现问题提出问题解决问题的论文写作思路,采用了内外部 调查以及市场走访、竞争品牌品牌案例比对以及行业文献参考等方法,结合品牌 定位、品牌管理、市场营销中SWOT以及PEST等相关理论及工具,对创意玩家 (中山)家居有限公司初创阶段品牌策略的规划设计等管理的现状和问题进行深 入分析与总结,针对其创业初期品牌品牌策略管理及品牌运动管理提出具体解决 策略方法,从而形成系统全面的初创品牌规划建设管理内容,以期为企业做好品 牌创建及品牌升级过程中品牌策略的管理工作带来有益探讨。文章首先介绍了选 题背景、意义、目标、方法;其次对品牌、战略管理做了概念界定并阐述了品牌 战略管理、战略规划的相关理论;笔者查阅了国内外地板行业的发展现状,梳理 了国内主流的地板品牌,归纳了国内地板行业的发展特点;为给战略制定过程提 供足够支撑;接下来开展了创意玩家的内外部环境分析与竞争环境分析,基于 SWOT分析结论完成了企业战略类型选择、战略目标制定、品牌定位与战略模式 的选择实施研究;最后对本文的研究成果做了总结。 本研究以创意玩家地板公司作为研究对象,开展了地板企业的品牌初创策略 研究。文章的研究思路与研究方法不仅对于正在寻求行业品牌升级的地板企业具 备系统的参考借鉴作业,同时对于整个建材行业乃至传统生产制造业进行品牌优 化以及持续创新提供现实参考依据。 关键词:地板,PEST,SWOT,品牌定位,品牌策略,超级IP ABSTRACT II ABSTRACT Now it is more and more difficult for enterprises to start up brands, especially in the traditional building materials industry. As one of the industries with the latest access to the Internet in China's traditional manufacturing industry, brand building in building materials industry also needs to go through the development path of traditional media publicity, brand building, Internet interaction and self media era. However, throughout the whole industry, it is still struggling in brand building, and even the positioning and separation are not clear and proficient. Facing the booming era of self media, especially the decentralized communication characteristics brought by the Internet, it seems inadequate. The traditional floor enterprises are lack of ideas and system solutions in the continuous brand movement. The new brand and new market environment is facing the severe challenge of survival and development. It's a typical normal to wear new shoes and go the old way. In this paper, we choose the topic of the brand strategy of the start-up of flooring enterprises to study. We choose Liu Shuzhen, the chairman of the board of living, who once was the No.1 of China's solid wood composite flooring, as the case company, a creative player (Zhongshan) home furnishing Co., Ltd. newly established in 2016. According to the paper writing idea of finding problems and solving problems, we adopt internal and external surveys, market visits and competitive brand products Based on brand positioning, brand management, SWOT in marketing, pest and other related theories and tools, this paper analyzes and summarizes the current situation and problems of brand strategy planning and design in the initial stage of creative player (Zhongshan) home furnishing Co., Ltd., and the brand strategy management and brand movement management in the early stage of entrepreneurship This paper puts forward specific solutions, so as to form a systematic and comprehensive start-up brand planning and construction management content, in order to bring beneficial discussion for the management of brand strategy in the process of brand building and brand upgrading. Firstly, the paper introduces the background, significance, objectives and methods of the topic; secondly, it defines the concept of brand and strategic management and expounds the relevant theories of brand strategic management and strategic planning; the author reviews the development status of the domestic and foreign floor industry, combs the ABSTRACT III domestic mainstream floor brands, summarizes the development characteristics of the domestic floor industry; provides enough for the strategic formulation process Support: next, the internal and external environment analysis and competition environment analysis of creative players are carried out. Based on the conclusion of SWOT analysis, the research on the selection and implementation of enterprise strategy types, strategic objectives, brand positioning and strategic mode is completed. Finally, the research results of this paper are summarized. This research takes creative player flooring company as the research object, and carries out the brand start-up strategy research. The research ideas and research methods of this paper not only provide a systematic reference for the flooring enterprises seeking for brand upgrading, but also provide a practical reference for the brand optimization and continuous innovation of the whole building materials industry and even the traditional manufacturing industry. Key words: Pest SWOT brand positioning, brand strategy, super IP 目录 IV 目录 第一章 绪论 ....................... 1 1.1 研究背景及其意义 1 1.1.1 研究背景 ..... 1 1.1.2 研究意义 ..... 2 1.2 研究目标和内容 .... 3 1.2.1 研究目标 ..... 3 1.2.2 研究内容 ..... 4 1.3 创意玩家品牌策略研究 ....................... 4 1.3.1 研究方法与技术路线 ................ 4 1.3.2 技术路线 ..... 5 1.4 研究创新与不足 .... 5 第二章 理论基础及相关技术 .......................... 7 2.1 概念界定 ................ 7 2.1.1 品牌 ............. 7 2.1.2 战略管理 ..... 7 2.2 品牌战略管理 ........ 7 2.2.1 品牌的构成要素 ........................ 7 2.2.2 品牌战略 ..... 8 2.2.3 品牌战略管理的意义 ................ 8 2.3 品牌战略规划的内容 ........................... 9 2.4 分析工具简介 ...... 10 2.4.1 波特五力模型 .......................... 10 2.4.2 SWOT分析法 ............................ 11 2.4.3 特劳特&品牌定位理论 ........... 13 第三章 国内外地板行业发展现状分析 ...... 14 3.1 国外地板建材市场发展特点分析 ..... 14 3.1.1 品牌高度集中 .......................... 14 3·1·2 产销分离渠道单一 ................. 15 3.2 国内市场主要地板品牌 ..................... 15 3.3 国内地板市场发展特点分析 ............. 18 目录 V 3.3.1 传统品牌发展乏力 .................. 18 3.3.2 错失风口品类延展相继失败 .. 19 3.3.3 线上尝试举步维艰 .................. 19 3.3.4 行业及环保政策倒逼升级 ...... 20 3.3.5 穷则思变创新升级的可能 ...... 20 第四章 创意玩家地板品牌内外部环境分析 22 4.1 创意玩家地板及业务范围简介 ......... 22 4.2 创意玩家地板品牌战略类型确定流程 ............................ 22 4.3 基于PEST的宏观环境分析 ............. 23 4.3.1 政策环境分析 .......................... 23 4.3.2 经济环境分析 .......................... 26 4.3.3 社会环境分析 .......................... 26 4.3.4 技术环境分析 .......................... 27 4.3.5 小结 ........... 28 4.4 品牌竞争环境分析 ............................. 28 4.4.1 购买者讨价还价能力 .............. 28 4.4.2 供应商讨价还价能力 .............. 28 4.4.3 替代品 ....... 29 4.4.4 行业竞争者 .............................. 29 4.4.5 潜在进入者 .............................. 29 4.4.6 小结 ........... 30 4.5 内部环境分析 ...... 30 4.5.1 核心产品及服务 ...................... 30 4.5.2 创始人及团队 .......................... 30 4.5.3 企业文化 ... 31 4.5.5 小结 ........... 32 4.6 创意玩家地板环境分析结论 ............. 32 第五章 创意玩家地板品牌战略规划 .......... 33 5.1 SWOT分析及品牌战略类型选择 ..... 33 5.2 品牌战略目标 ...... 36 5.3 品牌定位 .............. 37 5.4 品牌形象塑造 ...... 38 5.5 品牌战略模式选择与实施 ................. 39 目录 VI 5.5.1 品牌战略模式选择 .................. 39 5.5.2 品牌战略模式实施 .................. 40 5.6 小结 ...................... 41 第六章 品牌战略实施保障措施 .................. 42 6.1 以波西米亚系列为锚定,打造个性化数码彩印装饰面板新领导品牌 ....... 42 6.2 建设基于创意设计为核心竞争力的新组织架构 ............ 43 6.3 以互动与连接为特征的沟通与传播 . 44 6.4 因地制宜线上线下各区域度身定制的试点 .................... 45 6.4.1 试点确定 ... 45 6.4.2 区域拓展计划 .......................... 46 第七章 结论与展望 ......... 47 7.1 结论 ...................... 47 7.2 研究创新与不足 .. 47 致谢 .... 49