本文選題：品牌戰(zhàn)略　切入點：品牌生命周期理論　出處：《哈爾濱工業(yè)大學》2015年碩士論文　論文類型：學位論文

【摘要】：近十年來,眾多愛好收藏的人不再只將目光拘泥于常規(guī)古玩字畫、奇石異珍,文玩雜項也漸漸吸引了部分收藏者的眼球。尤其是與佛教相關的文玩市場漸熱。各類菩提子、紅木珠串、佛家七寶類寶石等占去了收藏市場頗大的份額。新興市場的出現(xiàn),往往伴隨著諸多因經(jīng)營者混雜、行業(yè)規(guī)范不足、市場制度不健全、監(jiān)管不力等因素所引發(fā)的競爭無序、市場雜亂無章等問題。在市場經(jīng)濟的環(huán)境下,對于文玩市場上的企業(yè)來說,乘著行業(yè)崛起的東風的同時,也無疑面臨著上述問題所引發(fā)的巨大挑戰(zhàn)。W商貿公司正是在此機遇與挑戰(zhàn)并存的時期進入市場。W商貿公司自成立之日起,便確定了建立品牌戰(zhàn)略的設想與規(guī)劃。但是,在公司經(jīng)過一年多的發(fā)展之后,在品牌戰(zhàn)略的建設方面和品牌推廣方面,雖然已經(jīng)取得了一定的成績,卻也在這個過程中遇到了更多的,亟待解決的問題。本文將從W商貿公司品牌戰(zhàn)略建設的現(xiàn)狀出發(fā),對比國內、外關于品牌管理與品牌戰(zhàn)略研究的諸多理論,選擇適合W商貿公司品牌建設條件與現(xiàn)狀的部分進行研究。并以這些理論研究的基礎為依據(jù),最終建立符合本公司實際情況的品牌戰(zhàn)略框架與具體實施方案。經(jīng)過大量的資料篩選與總結,在企業(yè)現(xiàn)狀分析方面,本文將結合品牌生命周期理論與SWOT分析法兩種理論,吸收這兩種理論在企業(yè)品牌管理方面具備優(yōu)勢的因素,規(guī)避開其各自的短處與不足方面。將二者優(yōu)勢互補、有機結合,分析得出W商貿公司品牌戰(zhàn)略發(fā)展的客觀、真實的現(xiàn)狀。在確認了公司品牌戰(zhàn)略現(xiàn)狀之后,將以符合國內市場環(huán)境實際的周志民教授的品牌管理理論框架為指導,結合W商貿公司現(xiàn)狀,最終確立公司的品牌戰(zhàn)略框架。隨后將進一步的圍繞該框架設計相應的實施細則,以使其在W商貿公司未來的品牌戰(zhàn)略管理實踐中切實的發(fā)揮指導作用。
[Abstract]:Over the past decade, many people who like to collect are no longer just fixated on conventional antiques and paintings. Strange stones, rare treasures, and miscellaneous articles have gradually attracted the attention of some collectors. Especially in the Buddhist literature and play market, the market is becoming more and more popular. All kinds of puppies are becoming more and more popular. Mahogany beads, Buddhist precious stones and other precious stones have taken up a large share of the collection market. The emergence of emerging markets has often been accompanied by a lot of mixed business operators, inadequate industry norms, and imperfect market systems. In the market economy environment, for the enterprises in the Wenxuan market, they take advantage of the rising of the industry at the same time, Undoubtedly, facing the huge challenge caused by the above problems. W Trading Company entered the market at this time of both opportunity and challenge. Since its establishment, it has determined the vision and plan of establishing brand strategy. After more than a year of development, although the company has made certain achievements in the building of brand strategy and brand promotion, it has also encountered more and more in the process. This article will proceed from the current situation of brand strategy construction of W trade company, compare many theories about brand management and brand strategy research in our country and abroad, Choose the suitable brand construction conditions and current situation of W trade company to carry on the research. And based on these theoretical research, Finally, establish the brand strategic framework and concrete implementation plan which accord with the actual situation of our company. After a lot of data screening and summary, in the enterprise present situation analysis, this article will combine the brand life cycle theory and the SWOT analysis method two kinds of theories, Absorbing the factors that the two theories have advantages in the enterprise brand management, avoiding their respective shortcomings and shortcomings, combining the advantages of the two theories organically, we can get the objective development of the brand strategy of W trade company. After confirming the current status of the company's brand strategy, we will be guided by Professor Zhou Zhimin's theoretical framework of brand management, which is in line with the actual domestic market environment, combining with the current situation of W Trading Company. Finally, the company's brand strategic framework will be established. Then, the corresponding implementation rules will be designed around the framework, so that it can play a guiding role in the future brand strategy management practice of W Trading Company.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2

【參考文獻】

相關期刊論文 前10條

1 李松岐;;企業(yè)目標市場選擇問題探討[J];商場現(xiàn)代化;2014年28期

2 魏新強;張寶生;黎曉奇;;基于企業(yè)戰(zhàn)略有效制定的SWOT方法思考[J];技術經(jīng)濟與管理研究;2013年04期

3 包德清;時慧;;市場擴張后的國內珠寶品牌維護探討[J];寶石和寶石學雜志;2012年04期

4 李攀;宋永高;;品牌個性、品牌認知與品牌關系的關系探討[J];經(jīng)濟論壇;2012年10期

5 張帥;;談談品牌建設的重要性[J];商場現(xiàn)代化;2012年22期

6 姜Z，

本文編號：1599989