本文選題：大數(shù)據(jù) + 品牌塑造�。� 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)的發(fā)展,智能手機(jī)已經(jīng)逐漸開(kāi)始普及,再加上手機(jī)的快速更新?lián)Q代,也帶動(dòng)了周?chē)謾C(jī)配件的迅猛發(fā)展,同時(shí)更多的人開(kāi)始選擇在網(wǎng)上購(gòu)買(mǎi)這些產(chǎn)品,越來(lái)越多的手機(jī)配件企業(yè)轉(zhuǎn)入電商。在這個(gè)大數(shù)據(jù)時(shí)代,電商企業(yè)更是憑借大數(shù)據(jù)的應(yīng)用飛速發(fā)展,電商企業(yè)之間的競(jìng)爭(zhēng)逐漸由低價(jià)競(jìng)爭(zhēng)轉(zhuǎn)變成大數(shù)據(jù)的競(jìng)爭(zhēng),而隨著眾多手機(jī)配件品牌紛紛加碼電商,網(wǎng)絡(luò)消費(fèi)者對(duì)手機(jī)配件的品牌也越來(lái)越重視,手機(jī)配件企業(yè)的品牌戰(zhàn)略開(kāi)始面臨新的挑戰(zhàn),怎樣快速塑造品牌,獲取顧客對(duì)品牌的忠誠(chéng)度是手機(jī)配件企業(yè)必須要關(guān)注的重點(diǎn)問(wèn)題。本論文以深圳塞爾維斯科技有限公司為研究主體,首先,對(duì)手機(jī)配件市場(chǎng)、行業(yè)的相關(guān)資料和數(shù)據(jù)進(jìn)行搜集,整理出國(guó)內(nèi)手機(jī)配件市場(chǎng)上的熱門(mén)配件及品牌,并進(jìn)行總結(jié)歸類(lèi),詳細(xì)介紹手機(jī)配件行業(yè)發(fā)展現(xiàn)狀,根據(jù)波特五力模型對(duì)行業(yè)情況進(jìn)行分析,為公司的品牌塑造打下基礎(chǔ)。其次,通過(guò)對(duì)該公司目前的運(yùn)營(yíng)情況及品牌現(xiàn)狀進(jìn)行全面詳細(xì)的SWOT分析,找出公司自身的優(yōu)劣勢(shì),以及外界環(huán)境給予的機(jī)會(huì)和威脅,經(jīng)過(guò)整合,總結(jié)出公司的品牌發(fā)展策略。然后,根據(jù)大數(shù)據(jù)、品牌塑造理論,針對(duì)塞爾維斯品牌現(xiàn)狀,對(duì)公司的手機(jī)配件產(chǎn)品進(jìn)行全方位的品牌塑造,依據(jù)大數(shù)據(jù)在品牌塑造中的作用,提出手機(jī)配件品牌在定位、設(shè)計(jì)、傳播、維護(hù)過(guò)程中的具體實(shí)施策略,構(gòu)建出塞爾維斯的品牌塑造策略體系,明確在品牌塑造過(guò)程中所采用的各項(xiàng)措施。接著,根據(jù)品牌塑造策略體系進(jìn)行塞爾維斯品牌塑造方案的設(shè)計(jì),運(yùn)用大數(shù)據(jù)、問(wèn)卷調(diào)查法、訪談法定位新目標(biāo)市場(chǎng),區(qū)分并選擇手機(jī)配件行業(yè)細(xì)分市場(chǎng),進(jìn)行自主品牌定位、設(shè)計(jì)、傳播和維護(hù)方案設(shè)計(jì)。最后,針對(duì)該品牌塑造方案,初步規(guī)劃自主品牌塑造評(píng)估管理辦法,對(duì)實(shí)施效果進(jìn)行預(yù)測(cè),并開(kāi)發(fā)績(jī)效管理及報(bào)表系統(tǒng)進(jìn)行品牌維護(hù),提升品牌價(jià)值。
[Abstract]:With the development of the mobile Internet, smartphones have become more and more popular, coupled with the rapid upgrading of mobile phones, which has also led to the rapid development of mobile phone accessories around. At the same time, more people have begun to choose to buy these products online. More and more mobile phone accessories enterprises into e-commerce. In this era of big data, e-commerce enterprises have been developing rapidly by virtue of the application of big data. The competition among e-commerce enterprises has gradually changed from the competition of low prices to that of big data, and as many mobile phone accessories brands have increased the number of e-commerce, Internet consumers also pay more and more attention to the brand of mobile phone accessories. The brand strategy of mobile phone accessories enterprises is beginning to face new challenges, how to quickly shape the brand, Obtaining customer loyalty to the brand is a key issue that mobile phone accessories enterprises must pay attention to. This thesis takes Shenzhen Selvis Technology Co., Ltd as the main body of research. Firstly, collect the relevant information and data of the mobile phone accessories market and industry, sort out the hot accessories and brands in the domestic mobile phone accessories market, and summarize and classify them. This paper introduces the current situation of mobile phone accessories industry in detail, and analyzes the industry situation according to Porter's five-force model, which lays the foundation for the brand shaping of the company. Secondly, through the comprehensive and detailed SWOT analysis of the company's current operating situation and brand status, the author finds out the advantages and disadvantages of the company itself, as well as the opportunities and threats from the external environment, and sums up the brand development strategy of the company through integration. Then, according to big data, brand shaping theory, aiming at the current situation of Selvis brand, the company carries on the omnidirectional brand shaping to the mobile phone accessories products, according to the role of big data in the brand shaping, puts forward the mobile phone accessories brand in the localization, Design, spread and maintain the specific implementation strategy, build the brand-building strategy system of Selvis, make clear the measures used in the process of brand-building. Then, according to the brand shaping strategy system of Selves brand shaping scheme design, using big data, questionnaire survey method, interview method to locate the new target market, distinguish and select the mobile phone accessories industry segment market, carry out the independent brand positioning. Design, disseminate and maintain project design. Finally, according to the brand shaping scheme, the paper preliminarily plans the evaluation management method of independent brand shaping, forecasts the effect of implementation, and develops the performance management and report system for brand maintenance to enhance brand value.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F273.2;F426.6

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張旭輝;透視手機(jī)配件市場(chǎng)[J];大眾標(biāo)準(zhǔn)化;2003年07期

2 王倩倩;國(guó)產(chǎn)手機(jī)配件“遭遇”冬天[J];通信世界;2004年23期

3 眼睛猴;手機(jī)配件也打假[J];電腦知識(shí)與技術(shù);2004年19期

4 ;手機(jī)配件價(jià)值幾多?[J];電腦愛(ài)好者;2010年19期

5 劉浦泉;北京對(duì)手機(jī)配件實(shí)行保真銷(xiāo)售[J];城市技術(shù)監(jiān)督;1999年01期

6 bedandy;;揭開(kāi)假手機(jī)配件的畫(huà)皮[J];數(shù)字通信;2006年17期

7 張楚紅;;值得購(gòu)買(mǎi)的配件[J];數(shù)字通信;2008年19期

8 齊安;;商業(yè)動(dòng)態(tài)[J];社會(huì)與公益;2012年10期

9 楊超;;開(kāi)啟手機(jī)配件標(biāo)準(zhǔn)統(tǒng)一的序幕[J];上海標(biāo)準(zhǔn)化;2007年01期

10 周霞;;傳統(tǒng)手機(jī)渠道加速流失 轉(zhuǎn)型配件經(jīng)營(yíng)以求生存[J];IT時(shí)代周刊;2012年13期

相關(guān)重要報(bào)紙文章 前10條

1 本報(bào)記者 趙永平;誰(shuí)來(lái)規(guī)范手機(jī)配件市場(chǎng)[N];市場(chǎng)報(bào);2003年

2 徐建華;多項(xiàng)手機(jī)配件標(biāo)準(zhǔn)有望出臺(tái)[N];中國(guó)質(zhì)量報(bào);2007年

3 本報(bào)特約記者 小平;誰(shuí)來(lái)規(guī)范手機(jī)配件市場(chǎng)[N];中國(guó)國(guó)門(mén)時(shí)報(bào);2003年

4 本報(bào)記者 戴鑫;手機(jī)配件業(yè)存黑色利益鏈 行業(yè)亂象凸顯管理硬傷[N];通信信息報(bào);2011年

5 《i周刊》記者 張旭東 王宏宇;揭開(kāi)手機(jī)配件市場(chǎng)黑幕[N];中國(guó)計(jì)算機(jī)報(bào);2004年

6 ;手機(jī)配件市場(chǎng)陷阱多[N];經(jīng)理日?qǐng)?bào);2005年

7 ;手機(jī)配件業(yè)暴力驚人[N];中國(guó)電腦教育報(bào);2012年

8 本報(bào)記者 于貴麗;手機(jī)配件業(yè)暴利超10倍 行業(yè)無(wú)序暴露監(jiān)管盲區(qū)[N];通信信息報(bào);2012年

9 記者 趙楠;雷軍的盒子圖謀： 手機(jī)配件,還是客廳戰(zhàn)略？[N];第一財(cái)經(jīng)日?qǐng)?bào);2012年

10 北京商報(bào)記者 曲忠芳;手機(jī)配件能否拯救傳統(tǒng)渠道商[N];北京商報(bào);2013年

，

本文編號(hào)：1799526