晉江鞋業(yè)的品牌戰(zhàn)略研究
發(fā)布時(shí)間：2018-11-02 11:46
【摘要】： 隨著我國經(jīng)濟(jì)體制的改革,市場經(jīng)濟(jì)得到發(fā)展,社會(huì)經(jīng)濟(jì)文化日益進(jìn)步,經(jīng)濟(jì)運(yùn)作方式也發(fā)生了質(zhì)的變化。與之相適應(yīng),企業(yè)必須依照內(nèi)外部經(jīng)營環(huán)境發(fā)生的深刻變化,重新調(diào)整企業(yè)經(jīng)營的指導(dǎo)思想、品牌戰(zhàn)略。本文致力于對品牌戰(zhàn)略在鞋業(yè)領(lǐng)域應(yīng)用研究。從品牌戰(zhàn)略的概念研究開始,結(jié)合當(dāng)代研究品牌戰(zhàn)略在鞋業(yè)應(yīng)用的研究成果,總結(jié)出前人的研究理念,并根據(jù)本人在晉江鞋業(yè)具體企業(yè)中的調(diào)查資料,闡述了品牌戰(zhàn)略在鞋業(yè)領(lǐng)域應(yīng)用中的重要性和必然性,從品牌戰(zhàn)略角度詳細(xì)論述了我國品牌崛起之路開始鋪就的必要條件。 多年來,晉江積極實(shí)施“質(zhì)量興市”和“造牌運(yùn)動(dòng)”,引導(dǎo)企業(yè)加強(qiáng)質(zhì)量管理和爭創(chuàng)名牌,尋找民族工業(yè)的發(fā)展之路,取得了令人矚目的成就。目前,晉江鞋業(yè)牌子林立,企業(yè)眾多,“央視+明星代言”的普遍模式帶給了行業(yè)短暫的繁榮,也帶給晉江鞋業(yè)嚴(yán)重的同質(zhì)化后遺癥——品牌競爭無序、市場銷售量無法提升、利潤越來越薄而投入越來越大,晉江鞋業(yè)的品牌營銷進(jìn)程中遇到發(fā)展的瓶頸。 同時(shí),本文論述了品牌的含義、品牌戰(zhàn)略的作用、品牌戰(zhàn)略過程所必需的階段;對晉江鞋業(yè)品牌競爭力、晉江鞋業(yè)品牌戰(zhàn)略對策進(jìn)行了深入全面的延伸研究。品牌戰(zhàn)略乃企業(yè)的核心競爭力的外在表現(xiàn);品牌戰(zhàn)略的基礎(chǔ)是品牌的核心價(jià)值與定位:品牌戰(zhàn)略的重點(diǎn)是品牌個(gè)性與差異;如何維持品牌的長治久安——品牌維護(hù)與發(fā)展; 本研究嘗試從晉江鞋業(yè)的品牌戰(zhàn)略成功因素和失敗原因進(jìn)行分析切入,通過研究晉江鞋業(yè)發(fā)展歷史,對晉江鞋業(yè)中的品牌戰(zhàn)略進(jìn)行統(tǒng)計(jì)和分析,力圖具體地就品牌戰(zhàn)略方面總結(jié)成功的應(yīng)用規(guī)律及其對我國企業(yè)品牌戰(zhàn)略的影響和社會(huì)意義。本研究還嘗試對我國企業(yè)品牌戰(zhàn)略的意義進(jìn)行探討,總結(jié)出適用于中國企業(yè)品牌戰(zhàn)略及其被企業(yè)普遍接受的模式,為以后的品牌戰(zhàn)略研究提供一些啟示和思路。 品牌戰(zhàn)略需要長期的研究與實(shí)踐,隨著時(shí)代的變遷,品牌戰(zhàn)略的重點(diǎn)也有所側(cè)重,但是結(jié)合國情特色而發(fā)展是具有歷史必然性的,本文在最后簡單地探討了今后品牌戰(zhàn)略在中國鞋業(yè)領(lǐng)域應(yīng)用中的發(fā)展趨勢和發(fā)展的方向。從品牌范疇總結(jié)晉江鞋業(yè)發(fā)展特點(diǎn),能夠建立一個(gè)正確的品牌意識(shí)。在國際上創(chuàng)出中國的品牌,就要全面的了解品牌戰(zhàn)略,并將之運(yùn)用到企業(yè)擴(kuò)展過程中。
[Abstract]:With the reform of China's economic system, the development of market economy, the progress of social economy and culture, the mode of economic operation has also changed qualitatively. Accordingly, enterprises must readjust their guiding ideology and brand strategy according to the profound changes in the internal and external operating environment. This paper is devoted to the application of brand strategy in the field of shoe industry. Starting from the concept research of brand strategy, combining with the research results of contemporary research on brand strategy application in shoe industry, this paper summarizes the previous research ideas, and according to the investigation data of my own in the specific enterprise of Jinjiang shoe industry, This paper expounds the importance and inevitability of the application of brand strategy in the field of shoe industry, and from the angle of brand strategy, discusses in detail the necessary conditions for the emergence of brand in China. Over the years, Jinjiang has actively carried out "quality rejuvenation" and "brand building movement", guided enterprises to strengthen quality management and create famous brands, and found a way to develop national industries, which has made remarkable achievements. At present, there are numerous brands and enterprises in the Jinjiang shoe industry. The general pattern of "star endorsements by CCTV" has brought the industry a temporary prosperity, as well as the serious homogenization sequelae of the Jinjiang shoe industry-the disorder of brand competition and the inability to improve the market sales volume. The profit is thinner and the investment is bigger and bigger, the Jinjiang shoe industry's brand marketing process meets the bottleneck of development. At the same time, this paper discusses the meaning of the brand, the role of the brand strategy, the necessary stage of the brand strategy process, the brand competitiveness of the Jinjiang shoe industry, the brand strategy of the Jinjiang shoe industry has carried on the thorough comprehensive extension research. Brand strategy is the external expression of enterprise's core competitiveness, the base of brand strategy is the core value and orientation of brand, the emphasis of brand strategy is brand individuality and difference, how to maintain the long-term stability of brand-brand maintenance and development; This study attempts to analyze the factors of success and failure of the brand strategy of the Jinjiang shoe industry, and through the study of the history of the development of the shoe industry in Jinjiang, statistics and analysis of the brand strategy in the shoe industry of Jinjiang. This paper tries to sum up the successful application law of brand strategy and its influence on the brand strategy of our country and its social significance. This study also attempts to explore the significance of the brand strategy of Chinese enterprises, summarizes the suitable brand strategy of Chinese enterprises and its generally accepted mode, and provides some enlightenment and ideas for the future research of brand strategy. Brand strategy needs long-term research and practice. With the change of times, the emphasis of brand strategy is also focused on, but it is historical inevitability to develop with the characteristics of national conditions. In the end, this paper briefly discusses the development trend and development direction of brand strategy in the field of Chinese shoe industry. From brand category summary Jinjiang shoe industry development characteristic, can establish a correct brand consciousness. To create Chinese brand in the world, we should understand brand strategy comprehensively and apply it to the process of enterprise expansion.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F426.86
本文編號(hào)：2305922
[Abstract]:With the reform of China's economic system, the development of market economy, the progress of social economy and culture, the mode of economic operation has also changed qualitatively. Accordingly, enterprises must readjust their guiding ideology and brand strategy according to the profound changes in the internal and external operating environment. This paper is devoted to the application of brand strategy in the field of shoe industry. Starting from the concept research of brand strategy, combining with the research results of contemporary research on brand strategy application in shoe industry, this paper summarizes the previous research ideas, and according to the investigation data of my own in the specific enterprise of Jinjiang shoe industry, This paper expounds the importance and inevitability of the application of brand strategy in the field of shoe industry, and from the angle of brand strategy, discusses in detail the necessary conditions for the emergence of brand in China. Over the years, Jinjiang has actively carried out "quality rejuvenation" and "brand building movement", guided enterprises to strengthen quality management and create famous brands, and found a way to develop national industries, which has made remarkable achievements. At present, there are numerous brands and enterprises in the Jinjiang shoe industry. The general pattern of "star endorsements by CCTV" has brought the industry a temporary prosperity, as well as the serious homogenization sequelae of the Jinjiang shoe industry-the disorder of brand competition and the inability to improve the market sales volume. The profit is thinner and the investment is bigger and bigger, the Jinjiang shoe industry's brand marketing process meets the bottleneck of development. At the same time, this paper discusses the meaning of the brand, the role of the brand strategy, the necessary stage of the brand strategy process, the brand competitiveness of the Jinjiang shoe industry, the brand strategy of the Jinjiang shoe industry has carried on the thorough comprehensive extension research. Brand strategy is the external expression of enterprise's core competitiveness, the base of brand strategy is the core value and orientation of brand, the emphasis of brand strategy is brand individuality and difference, how to maintain the long-term stability of brand-brand maintenance and development; This study attempts to analyze the factors of success and failure of the brand strategy of the Jinjiang shoe industry, and through the study of the history of the development of the shoe industry in Jinjiang, statistics and analysis of the brand strategy in the shoe industry of Jinjiang. This paper tries to sum up the successful application law of brand strategy and its influence on the brand strategy of our country and its social significance. This study also attempts to explore the significance of the brand strategy of Chinese enterprises, summarizes the suitable brand strategy of Chinese enterprises and its generally accepted mode, and provides some enlightenment and ideas for the future research of brand strategy. Brand strategy needs long-term research and practice. With the change of times, the emphasis of brand strategy is also focused on, but it is historical inevitability to develop with the characteristics of national conditions. In the end, this paper briefly discusses the development trend and development direction of brand strategy in the field of Chinese shoe industry. From brand category summary Jinjiang shoe industry development characteristic, can establish a correct brand consciousness. To create Chinese brand in the world, we should understand brand strategy comprehensively and apply it to the process of enterprise expansion.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F426.86
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，本文編號(hào)：2305922
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