本文關(guān)鍵詞：基于美國市場營銷環(huán)境的如意家紡品牌戰(zhàn)略研究　出處：《青島大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 美國市場 如意家紡 品牌升級

【摘要】：在家紡行業(yè)競爭日趨激烈的大環(huán)境下,山東如意集團為其旗下的家紡品牌在更高層面上制定了國際營銷戰(zhàn)略,展開了打造家紡國際品牌的戰(zhàn)略升級布局。如意家紡品牌戰(zhàn)略在國際目標市場上如何實現(xiàn)升級成為值得研究的重要課題。美國家紡市場是全球最重要的家紡市場之一,也是山東如意集團將重點突破的目標市場之一。本文以美國家紡市場為平臺,以如意家紡品牌為載體,運用歸納總結(jié)、分析綜合、對比類比、調(diào)查研究和經(jīng)驗總結(jié)等方法分別對現(xiàn)行如意家紡品牌戰(zhàn)略實施績效進行了分析評價,對美國市場營銷環(huán)境影響品牌戰(zhàn)略升級的因素進行了分析研究,對如意家紡品牌在美國市場環(huán)境下的缺陷和不足進行了篩選,理論性地研究了品牌缺陷對市場競爭力的關(guān)系和負面影響,并在此基礎(chǔ)上給出了升級品牌戰(zhàn)略的對策和措施,得出了目標市場上升級品牌戰(zhàn)略的規(guī)律性和通用性的基本做法,從而完成了本課題具有邏輯性、體系性和創(chuàng)新性的研究工作。
[Abstract]:Under the increasingly fierce competition in the home textile industry, Shandong Ruyi Group has formulated an international marketing strategy for its home textile brands at a higher level. The strategic upgrading layout of building home textile international brand has been carried out. How to realize the upgrading of Ruyi home textile brand strategy in the international target market has become an important topic worth studying. The United States home textile market is the most important home textile market in the world. One. Shandong Ruyi Group will also focus on one of the target markets. This paper based on the United States home textile market as the platform, with Ruyi home textile brand as the carrier, the use of induction and summary, analysis and synthesis, comparative analogy. This paper analyzes and evaluates the implementation performance of Ruyi Home Textile brand strategy by means of investigation and experience summarization, and analyzes the factors that affect brand strategy upgrading in the marketing environment of the United States. The defects and shortcomings of Ruyi home textile brand in the American market environment are screened, and the relationship and negative effects of brand defects on the market competitiveness are theoretically studied. On this basis, the countermeasures and measures of upgrading brand strategy are given, and the basic methods of regularity and generality of brand upgrading strategy in target market are obtained. Systematic and innovative research work.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.86;F273.2;F274

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