本文選題：品牌營銷 + 鑄造��； 參考：《西安理工大學(xué)》2008年碩士論文

【摘要】： 21世紀(jì)是品牌競爭的世紀(jì),惟有擁有品牌才能成為競爭的勝者。在經(jīng)濟(jì)全球化的時(shí)代背景下,許多著名國際公司都依靠其品牌優(yōu)勢瓜分世界市場。而鑄造業(yè),不僅是制造業(yè)的基礎(chǔ),也是國民經(jīng)濟(jì)的基礎(chǔ)產(chǎn)業(yè),各行業(yè)都離不開鑄件,從汽車、機(jī)床,到航空、航天、國防以及人們的日常生活,如建筑五金、家用電器等等都需要鑄件。隨著世界經(jīng)濟(jì)強(qiáng)國工業(yè)重心的轉(zhuǎn)移,中國漸漸成為歐美發(fā)達(dá)國家工業(yè)戰(zhàn)略轉(zhuǎn)移目標(biāo),中國已成為世界鑄造大國,但尚未成為鑄造強(qiáng)國,中國制造規(guī)模和需求的快速擴(kuò)張并沒有帶來整體競爭力的質(zhì)變。造成這一局面的原因,除了缺少核心技術(shù)以外,也暴露出我國鑄造企業(yè)在品牌力一面的缺失。作為鑄造產(chǎn)品,同終端產(chǎn)品一樣需要建立品牌優(yōu)勢獲取市場。 本文以品牌營銷理論為研究基礎(chǔ),運(yùn)用實(shí)證分析法對(duì)共享集團(tuán)品牌營銷進(jìn)行研究,首先對(duì)共享集團(tuán)所處行業(yè)及市場環(huán)境、競爭對(duì)手進(jìn)行分析,明晰了中國鑄造行業(yè)的現(xiàn)狀及發(fā)展趨勢。其次對(duì)共享集團(tuán)品牌現(xiàn)狀進(jìn)行深入調(diào)查,挖掘出潛在的問題;最后根據(jù)分析結(jié)果,結(jié)合共享集團(tuán)的內(nèi)外部資源條件,從共享集團(tuán)的品牌識(shí)別、品牌定位、品牌形象塑造、品牌推廣這四個(gè)方面出發(fā),詳細(xì)地?cái)M定了一整套的品牌營銷策略,并提出了實(shí)施建議。 本文以共享集團(tuán)有限責(zé)任公司為對(duì)象,對(duì)其品牌營銷策略進(jìn)行研究,具有一定的研究意義,對(duì)共享集團(tuán)的品牌營銷的實(shí)施具有實(shí)際的借鑒意義,并對(duì)相關(guān)工業(yè)企業(yè)具有一定的參考價(jià)值。
[Abstract]:The 21st century is the century of brand competition. Under the background of economic globalization, many famous international companies divide the world market by their brand advantages. The foundry industry, not only the foundation of manufacturing, but also the basic industry of the national economy, can not be separated from castings, from cars, machine tools, to aviation, aerospace, national defense and people's daily life, such as building hardware. Home appliances and so on need castings. With the shift of the industrial center of the world economic power, China has gradually become the industrial strategic transfer target of the developed countries in Europe and the United States. China has become a big foundry country in the world, but it has not yet become a foundry power. The rapid expansion of manufacturing size and demand in China has not brought about qualitative changes in overall competitiveness. In addition to the lack of core technology, the reasons for this situation also exposed the lack of brand strength of Chinese foundry enterprises. As a foundry product, the same as the end product needs to establish brand advantages to obtain the market. Based on the brand marketing theory, this paper uses the empirical analysis method to study the brand marketing of the sharing group. Firstly, it analyzes the industry and market environment of the sharing group and its competitors. The present situation and development trend of foundry industry in China are clarified. Secondly, the status quo of the shared group brand is investigated in depth, and potential problems are excavated. Finally, according to the analysis results, combined with the internal and external resource conditions of the sharing group, from the sharing group brand identification, brand positioning, brand image shaping, Starting from these four aspects of brand promotion, this paper formulates a set of brand marketing strategies in detail, and puts forward some suggestions for implementation. This article takes the sharing group limited liability company as the object, carries on the research to its brand marketing strategy, has the certain research significance, has the actual reference significance to the sharing group brand marketing implementation, And has certain reference value to the related industrial enterprise.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F274

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相關(guān)期刊論文 前2條

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本文編號(hào)：1922137