本文關(guān)鍵詞： 德國克諾森華 強化木地板 品牌戰(zhàn)略 4P理論　出處：《貴州大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 本文基于現(xiàn)代企業(yè)品牌營銷理論,通過實地調(diào)查研究、結(jié)合品牌戰(zhàn)略分析,運用營銷4P理論,重點從產(chǎn)品、渠道、價格、促銷等方面進(jìn)行闡述。在調(diào)查研究的基礎(chǔ)上,采取定性的分析方法,其間也穿插了定量分析,針對德國克諾森華地板的經(jīng)營現(xiàn)狀和存在問題,設(shè)計品牌戰(zhàn)略方案。 首先對地板行業(yè)進(jìn)行分析比較,明確強化木地板必將在地板行業(yè)占據(jù)主流地位;其次對克諾森華地板的企業(yè)現(xiàn)狀和產(chǎn)業(yè)優(yōu)勢進(jìn)行分析,找到克諾森華在市場渠道的問題和產(chǎn)業(yè)優(yōu)勢;從營銷4P理論出發(fā),結(jié)合品牌戰(zhàn)略相關(guān)理論,設(shè)計產(chǎn)品、價格、渠道、促銷方案,制定實施辦法。 提出針對營銷現(xiàn)狀低調(diào)蓄勢,重點建設(shè)營銷渠道體系,在不同的區(qū)域?qū)嵤┎煌那勒?信守企業(yè)承諾,保持渠道穩(wěn)定性;開發(fā)新的產(chǎn)品系列,快速淘汰舊品,小批量多品種提高市場銷量,樹立品牌形象;保持現(xiàn)有價格體系,增加產(chǎn)品促銷力度和靈活運用各種促銷手法;從消費者的價值角度踏踏實實夯實品牌基礎(chǔ),走出品牌與營銷困境。
[Abstract]:Based on the modern enterprise brand marketing theory, through field investigation, combined with brand strategy analysis, the use of marketing 4p theory, focusing on products, channels, prices. On the basis of investigation and research, qualitative analysis method is adopted, in which quantitative analysis is also inserted, aiming at the management status and existing problems of Knoxenghua flooring in Germany. Design brand strategy. First of all, the flooring industry is analyzed and compared, and it is clear that the aggrandizement wood flooring will occupy the mainstream position in the flooring industry; Secondly, it analyzes the current situation and industrial advantages of Knoxenghua flooring, and finds out the problems and industrial advantages of Knoxenware in the market channel. Starting from the marketing 4p theory, combining the brand strategy theory, designing the product, price, channel, promotion plan, making the implementation method. Aiming at the current situation of marketing, we should lay stress on the establishment of marketing channel system, implement different channel policies in different regions, keep the promise of enterprises and keep the channel stability. Develop new product series, quickly eliminate old products, small batch variety to increase market sales, establish brand image; Maintain the existing price system, increase the strength of product promotion and flexible use of various promotional techniques; From the point of view of consumer value, tamper brand foundation and step out of brand and marketing dilemma.
【學(xué)位授予單位】：貴州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.88;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李斌;中鐵十四局品牌戰(zhàn)略研究[D];北京交通大學(xué);2010年

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本文編號：1476148