本文選題：玩具業(yè) + 中小企業(yè)　； 參考：《湖南大學》2008年碩士論文

【摘要】： 我國中小型玩具企業(yè)目前面臨很大困境,在生產成本上升,海外貿易壁壘等多方面不利因素影響的情況下,依靠加工生產的方式獲取利潤的簡單模式已經不再符合企業(yè)生存和發(fā)展的要求。企業(yè)只有通過設計創(chuàng)新,努力創(chuàng)立擁有知識產權的自有品牌,增加產品的附加值,提高企業(yè)的競爭力才能贏得市場的主動權。 在網絡環(huán)境下,品牌的創(chuàng)建發(fā)生了變化,表現(xiàn)出與傳統(tǒng)品牌理念不同的特征和形式。本文以基于網絡平臺的玩具行業(yè)品牌為研究對象,對于網絡環(huán)境下的品牌模式和商業(yè)模式進行了深入的研究。本文的創(chuàng)新性結果在于將玩具和網絡品牌定義進行了科學的修正,研究了網絡品牌的打造流程,構建了適用于中小型玩具企業(yè)網絡品牌的定位模式、傳播模式、營銷模式、商業(yè)模式、盈利模式。并且將以上研究所得出的一些方法與結果運用到東莞市西瑪玩具有限公司的網絡品牌建構的實踐項目中,將理論與實踐相結合,用以論證之前分析研究的可行性和準確性。 本論文是以實際研究項目為基礎,結合大量的調查考察、理論研究、案例分析,力求根據(jù)我國玩具業(yè)現(xiàn)狀和中小企業(yè)的自身特點,為中小型玩具企業(yè)的網絡品牌之路提出建議和實際性的解決方案。希望能夠給中小型玩具企業(yè)管理者一個新的視角,對于企業(yè)網絡品牌的建設有一定借鑒意義。
[Abstract]:At present, small and medium-sized toy enterprises in China are facing great difficulties. Under the influence of many adverse factors, such as rising production costs and overseas trade barriers, The simple mode of obtaining profits by processing and production is no longer in line with the requirements of enterprise survival and development. Only through the innovation of design, creating the own brand with intellectual property rights, increasing the added value of products and improving the competitiveness of enterprises can they win the initiative of the market. In the network environment, brand creation has changed, showing different characteristics and forms from the traditional brand concept. In this paper, the toy industry brand based on the network platform as the research object, the brand model and business model under the network environment are studied deeply. The innovative result of this paper lies in the scientific revision of the definition of toy and network brand, the research on the process of making network brand, and the construction of positioning mode, communication mode and marketing mode suitable for small and medium-sized toy enterprises. Business model, profit model. And some methods and results obtained from the above research are applied to the practical project of the network brand construction of Dongguan Xima Toys Co., Ltd., which combines theory with practice to prove the feasibility and accuracy of the previous analysis and research. This paper is based on the actual research projects, combined with a large number of investigation, theoretical research, case analysis, according to the current situation of China's toy industry and the characteristics of small and medium-sized enterprises. For the small and medium-sized toy enterprise network brand road proposed the proposal and the practical solution. I hope to give a new perspective to the managers of small and medium toy enterprises, which has certain reference significance for the construction of enterprise network brand.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F426.8

【引證文獻】

相關碩士學位論文 前2條

1 陳岳泉;高樂股份公司成功上市的案例研究[D];華南理工大學;2013年

2 何玉龍;中小玩具企業(yè)內銷品牌塑造研究[D];天津科技大學;2010年

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本文編號：2049173