本文關鍵詞： 品牌管理 進口家居 管理優(yōu)化　出處：《首都經(jīng)濟貿(mào)易大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著中國經(jīng)濟與時代的發(fā)展,中國從世界工廠向世界市場轉變。全球貿(mào)易合作加強,國人不出國門即可買到世界各國的優(yōu)質(zhì)商品。其中,進口家居用品越來越受到廣大消費者的青睞。其進入中國市場近20年的時間,從最初只被金字塔頂端的人群享受,到逐步被廣大中產(chǎn)階級以及年輕一代消費者所喜愛;消費者使用進口家居用品同時,更體驗到產(chǎn)品帶來的不同生活方式。家居行業(yè)成為藍海,眾多相關行業(yè)涉足進口家居用品行業(yè),如:前國美電器董事長陳曉先生在上海開業(yè)的“名巢靚家”;集美家具集團旗下的集美家居;及眾多消費者熟知的家居店品牌(宜家、特力屋、多樣屋、MUJI等);互聯(lián)網(wǎng)經(jīng)濟時代的發(fā)展,線上的產(chǎn)品沖擊更是加快了家居行業(yè)的整合、重組、競爭、價格調(diào)整。進口家居用品行業(yè)面臨的問題隨之而來。即代理進口品牌產(chǎn)品的企業(yè)以何種品牌管理的模式更能搶占市場,如何應對進口品牌管理中的問題,提升進口品牌管理水平是企業(yè)刻不容緩的任務。在眾多企業(yè)中,北京利快貿(mào)易有限公司作為國內(nèi)最早踏入進口家居用品市場的公司,在品牌管理中也面臨同樣的課題�；诖�,筆者選定了利快進口家居品牌管理研究這一課題。本研究在借鑒前人研究成果的基礎上,導入貿(mào)易類進口品牌總代理公司的品牌管理思路,結合筆者所在的利快公司存在的品牌管理策略不明確,品牌定位不清晰,品牌訴求不突出,品牌延伸不到位等問題,探析了相應的外部原因和內(nèi)部原因。在確定利快公司品牌管理的四大項主要內(nèi)容的基礎上,對完善和矯正各項品牌管理內(nèi)容提出了建設性措施。并結合現(xiàn)代科技及互聯(lián)網(wǎng)+的思路積極探索進口家居品牌管理的創(chuàng)新方法與思路。根據(jù)代理類企業(yè)品牌管理特點,從國際供應鏈、店鋪呈現(xiàn)、品類選擇、品類規(guī)劃、產(chǎn)品規(guī)劃、品牌理念、品牌營銷策略、品牌營銷方式、品牌經(jīng)營現(xiàn)狀等方面進行剖析與研究。結合“利快國際生活館”實體店的實際情況,分析歸納出相關的問題,為本文的研究提供事實依據(jù),增強研究的實事求是及可信度。本文共分為七部分,第一部分為緒論,其主要內(nèi)容包括本文的選題背景、研究意義、國內(nèi)外研究綜述、研究的理論基礎及研究思路、方法與結構;第二部分為概念界定與理論綜述,主要介紹了品牌管理相關定義,品牌管理的相關研究、以及進口商品品牌管理的相關研究、及企業(yè)值得借鑒的品牌管理方法理論等;第三部分行業(yè)的綜述以及現(xiàn)狀分析。包括行業(yè)發(fā)展過程、現(xiàn)狀、格局、特點、主要品類構成、消費者群體、市場特點及市場環(huán)境;第四部分論述利快公司進口家居品牌管理現(xiàn)狀;第五部分利快公司品牌管理過程中存在的問題分析;第六部分針對利快公司品牌管理問題提出相關優(yōu)化策略和方法;第七部分闡述本文得出的研究結論
[Abstract]:With the development of Chinese economy and times, China has changed from the world factory to the world market. The global trade cooperation has been strengthened. Imported household goods are becoming more and more popular among consumers. They entered the Chinese market for nearly 20 years, from the first only to the top of the pyramid of the crowd to enjoy. To be gradually favored by the broad middle class and the younger generation of consumers; Consumers use imported household products at the same time, but also experience the products brought about by different lifestyles. Home industry has become blue sea, many related industries involved in the import of household products industry. For example: Mr. Chen Xiao, former chairman of Gome, opened his business in Shanghai as a "famous and beautiful home". Jimei Furniture Group's Jimei Home; And many consumers familiar with the home store brand (IKEA, Tlee House, various houses such as MUJI and so on); With the development of the Internet economy era, the impact of online products has accelerated the integration, reorganization and competition of the home industry. Price adjustment. Import household goods industry faced with the following problems, that is, the agent import brand products by which brand management model more able to seize the market, how to deal with the import brand management problems. It is an urgent task for enterprises to improve the level of import brand management. Among many enterprises, Beijing Li-Kuai Trading Co., Ltd. is the first company in China to step into the import household goods market. In the brand management also faces the same subject. Based on this, the author selected Li-Kuai household brand management research topic. This research is based on the previous research results. Introducing the brand management ideas of the general agent company of import brand of trade type, combining with the brand management strategy of the company where the author is located, the brand management strategy is not clear, the brand positioning is not clear, and the brand appeal is not outstanding. On the basis of determining the four main contents of the brand management of Li-Kuai Company, the external and internal reasons are analyzed. Some constructive measures are put forward to perfect and correct the contents of brand management, and combined with modern science and technology and the Internet. According to the brand management characteristics of agency enterprises, the author actively explores the innovative methods and ideas of import household brand management. From the international supply chain, store presentation, category selection, category planning, product planning, brand concept, brand marketing strategy, brand marketing methods. This paper analyzes and studies the current situation of brand management, analyzes and sums up the relevant problems, and provides a factual basis for the research of this paper. This paper is divided into seven parts, the first part is the introduction, the main content includes the background of this topic, research significance, domestic and foreign research review. The theoretical basis and research ideas, methods and structure of the research; The second part is the concept definition and the theory review, mainly introduced the brand management related definition, the brand management correlation research, as well as the import commodity brand management correlation research. And the theory of brand management method that enterprises should learn from; The third part of the industry review and analysis of the current situation, including the industry development process, status quo, pattern, characteristics, the main categories of composition, consumer groups, market characteristics and market environment; Part 4th discusses the current situation of imported household brand management of Li-Kuai Company; Analysis of the problems in the process of brand management in 5th part of Li-Kuai Company; In the 6th part, the author puts forward some optimization strategies and methods for the brand management of Li-Kuai Company. Part 7th describes the research conclusions of this paper
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F721

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