本文選題：朱仙鎮(zhèn)　切入點：木版年畫　出處：《蘭州大學》2008年碩士論文　論文類型：學位論文

【摘要】： 所謂品牌再定位,就是對品牌重新定位,旨在擺脫困境、使品牌獲得新的增長與活力。它不是對原有定位的一概否定,而是企業(yè)經(jīng)過市場的磨練之后,對原有品牌戰(zhàn)略的一次揚棄。通常在市場狀況改變、原有品牌定位不準確、原有品牌形象衰老、消費者需求發(fā)生變化等情況下,品牌需要重新定位。 朱仙鎮(zhèn)民間木版年畫始于北宋,鼎盛于明、清時期,被公認為中國民間年畫的鼻祖。它的產(chǎn)生和發(fā)展與當時發(fā)達的社會經(jīng)濟和科學技術、便利的水陸交通有著密切的關系。富有地域色彩的朱仙鎮(zhèn)木版年畫老字號一度是其區(qū)別于競爭對手的盔甲和利器。但是,時移世異,如今這一金字招牌部分地在貶值,起初具有的區(qū)隔和保護也逐漸在消褪。朱仙鎮(zhèn)木版年畫要尋求發(fā)展,就必須按照自身的產(chǎn)品屬性、市場需求變化和競爭做出適當改變或創(chuàng)新,就必須對其品牌進行再定位。因此,本文立足本地實際,以朱仙鎮(zhèn)、開封市為主要地理調(diào)查區(qū)域,搜集不同消費區(qū)域和消費人群的數(shù)據(jù),力求提出較為完善的品牌再定位框架。 本文首先從朱仙鎮(zhèn)木版年畫的歷史文化和工藝價值角度分析其價值所在。然后,從相關消費趨勢和顧客細分這兩個維度探討朱仙鎮(zhèn)木版年畫的顧客狀況。從顧客和產(chǎn)品—使用兩個維度識別朱仙鎮(zhèn)木版年畫的主要競爭對手。通過對三個具有代表性的競爭對手的分析和自身優(yōu)劣勢的分析,本文進一步闡述了朱仙鎮(zhèn)木版年畫品牌再定位的必要性。通過對朱仙鎮(zhèn)木版年畫現(xiàn)有品牌構成的分析,以及目標市場、產(chǎn)品定位的確定,本文進一步確定了朱仙鎮(zhèn)木版年畫的品牌定位假說和品牌價值路線。通過以上分析和品牌價值定位的確定,進一步論述了朱仙鎮(zhèn)木版年畫品牌視覺識別系統(tǒng)的開發(fā)策略以及其品牌溝通策略,并提出了一些品牌定位操作執(zhí)行的檢驗方法。本課題的研究還有待今后在實踐中不斷改進和完善。
[Abstract]:The so-called brand repositioning is to reposition the brand in order to get rid of the predicament and make the brand gain new growth and vitality. It is not a complete negation of the original positioning, but an enterprise after the market has been honed. Usually, the brand needs to be repositioned when the market situation changes, the original brand positioning is inaccurate, the original brand image is aging, the consumer demand changes and so on. Zhu Xianzhen Folk Wood New year Pictures began in the Northern Song Dynasty, the peak of Yu Ming, and the Qing Dynasty. It was recognized as the ancestor of Chinese folk New year paintings. Its emergence and development were associated with the development of social economy and science and technology at that time. Convenient land and water transportation is closely related. The old brand of wooden New year paintings in Zhuxian Town, rich in regional color, was once the armor and sharp weapon that distinguishes it from its competitors. However, the times are different, and now this gold-lettered signboard is in part devaluing. In order to develop, the original partition and protection must be changed or innovated according to the product attribute, market demand change and competition. Therefore, this article bases on the local reality, taking Zhu Xianzhen and Kaifeng as the main geographical investigation area, collects the data of different consumption areas and consumer crowd, and tries to put forward a more perfect brand repositioning framework. This paper first analyzes the value of Zhuxianzhen woodcut New year painting from the perspective of its historical, cultural and technological value. This paper discusses the customer status of Zhu Xianzhen woodcut New year Picture from the two dimensions of related consumption trend and customer segmentation. The main competitors of Zhu Xianzhen woodcut New year Picture are identified from customer and product-using two dimensions. The analysis of apparent competitors and their own advantages and disadvantages, This paper further expounds the necessity of brand repositioning of Zhuxianzhen woodblock New year Pictures. Through the analysis of the existing brand structure of Zhuxian Wood New year Pictures, as well as the determination of the target market and product positioning, This paper further determines the brand positioning hypothesis and brand value route of Zhuxianzhen woodblock New year painting. Through the above analysis and brand value positioning, Further discussed the development strategy and brand communication strategy of the brand vision recognition system of Zhuxianzhen woodblock New year painting. Some testing methods of brand positioning operation execution are put forward. The research of this subject needs to be improved and perfected in practice in the future.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：J218.3

【引證文獻】

相關碩士學位論文 前1條

1 李文希;錦竹年畫紀念品及游客購買行為研究[D];華東師范大學;2012年

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本文編號：1558170