好孩子集團品牌建設(shè)策略研究
發(fā)布時間：2018-09-10 12:54
【摘要】： 中國的嬰童行業(yè)同國外嬰童行業(yè)相比較還處于初級階段,但是發(fā)展速度迅猛。根據(jù)人口統(tǒng)計表明,中國正在進入人口出生的第四次高峰期,尤其是08年奧運在祖國北京的召開,以及10年的世博會,中國的新生人口將有井噴式的增長。在消費者日益追求體驗、服務(wù)、品牌化的時代,如何采取正確的策略,推廣品牌,塑造以服務(wù)為核心價值具有鮮明個性的品牌形象,是好孩子集團面臨的重大問題。 本文試圖通過好孩子集團案例的研究,探索嬰童行業(yè)建立強勢品牌的路徑。文章首先通過分析好孩子集團品牌建設(shè)現(xiàn)狀,找出好孩子集團品牌建設(shè)面臨的主要挑戰(zhàn)。然后通過嬰童行業(yè)的宏觀環(huán)境,行業(yè)競爭分析,進行了品牌建設(shè)的機會分析。其次,進行了品牌建設(shè),服務(wù)營銷,體驗營銷的相關(guān)理論綜述。然后,對好孩子集團的品牌戰(zhàn)略進行了分析,包括了產(chǎn)品和服務(wù)并重的品牌定位,多品牌戰(zhàn)略指導下的品牌延伸兩個角度。最后,從品牌傳播,以體驗為導向的服務(wù)營銷,渠道建設(shè),創(chuàng)建以服務(wù)為導向的企業(yè)文化的品牌策略進行了討論。
[Abstract]:China's infant industry is still in its infancy compared with foreign ones, but it is developing rapidly. According to demographics, China is entering the fourth peak of birth, especially the 2008 Olympic Games in the motherland Beijing, and the 10-year World Expo, China's new population will have a blowout growth. In the era of consumers' increasing pursuit of experience, service and branding, how to adopt the correct strategy, promote brand and create brand image with distinct personality with service as the core value is a major problem facing good children group. This paper attempts to explore the way of establishing strong brand in infant children industry through the case study of good Children Group. Firstly, by analyzing the current situation of brand construction, this paper finds out the main challenges faced by the brand construction of good children group. Then through the macro environment of infant industry, industry competition analysis, brand construction opportunity analysis. Secondly, it summarizes the related theories of brand building, service marketing and experience marketing. Then, the brand strategy of good children group is analyzed, including the brand positioning of both product and service, and the brand extension under the guidance of multi-brand strategy. Finally, it discusses the brand strategy of brand communication, experience-oriented service marketing, channel construction and the creation of service-oriented corporate culture.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.8
本文編號：2234500
[Abstract]:China's infant industry is still in its infancy compared with foreign ones, but it is developing rapidly. According to demographics, China is entering the fourth peak of birth, especially the 2008 Olympic Games in the motherland Beijing, and the 10-year World Expo, China's new population will have a blowout growth. In the era of consumers' increasing pursuit of experience, service and branding, how to adopt the correct strategy, promote brand and create brand image with distinct personality with service as the core value is a major problem facing good children group. This paper attempts to explore the way of establishing strong brand in infant children industry through the case study of good Children Group. Firstly, by analyzing the current situation of brand construction, this paper finds out the main challenges faced by the brand construction of good children group. Then through the macro environment of infant industry, industry competition analysis, brand construction opportunity analysis. Secondly, it summarizes the related theories of brand building, service marketing and experience marketing. Then, the brand strategy of good children group is analyzed, including the brand positioning of both product and service, and the brand extension under the guidance of multi-brand strategy. Finally, it discusses the brand strategy of brand communication, experience-oriented service marketing, channel construction and the creation of service-oriented corporate culture.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.8
【引證文獻】
相關(guān)期刊論文 前1條
1 姚蕻;;中國嬰童產(chǎn)業(yè)環(huán)境淺析——以逗逗仔公司為例[J];安徽科技學院學報;2012年02期
相關(guān)碩士學位論文 前1條
1 肖珊;“貝芙麗烘焙坊”品牌視覺形象的應(yīng)用[D];陜西科技大學;2013年
，本文編號：2234500
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