發(fā)布時(shí)間：2019-01-10 08:39

【摘要】： 中國(guó)商業(yè)攝影行業(yè)是一個(gè)較年輕的市場(chǎng),也是一個(gè)容量巨大的市場(chǎng),但國(guó)內(nèi)具有較大影響力的知名品牌卻很少,國(guó)內(nèi)知名商業(yè)攝影企業(yè)的定位大多集中在中低端市場(chǎng),一線高端市場(chǎng)被國(guó)外知名品牌所壟斷。偌大的中國(guó)市場(chǎng)留下太多的空白給國(guó)外品牌,這不能不說(shuō)是一個(gè)遺憾。 本文運(yùn)用了品牌管理的相關(guān)理論對(duì)羅林公司旗下的三大品牌的構(gòu)建、發(fā)展與戰(zhàn)略管理進(jìn)行研究。運(yùn)用Aaker提出的品牌資產(chǎn)構(gòu)成要素分析理論對(duì)羅林品牌資產(chǎn)管理提供參考；運(yùn)用品牌延伸理論對(duì)羅林品牌的垂直延伸的發(fā)展戰(zhàn)略提供了思路；運(yùn)用整合營(yíng)銷的4C理論為羅林品牌戰(zhàn)略管理研究起到了有力的支撐。 具體地,本文首先回顧品牌戰(zhàn)略研究的相關(guān)理論,分析了國(guó)內(nèi)商業(yè)攝影行業(yè)的發(fā)展趨勢(shì)并描述了羅林公司的品牌現(xiàn)狀；其次,通過(guò)調(diào)查問(wèn)卷及訪談方式對(duì)潛在消費(fèi)者的支出情況、消費(fèi)特征及對(duì)產(chǎn)品的優(yōu)點(diǎn)與不足進(jìn)行了初步了解；進(jìn)而,通過(guò)SWOT分析方法研究品牌的構(gòu)建問(wèn)題,如產(chǎn)品的市場(chǎng)定位、產(chǎn)品開(kāi)發(fā)及發(fā)展戰(zhàn)略等；最后,從市場(chǎng)發(fā)展戰(zhàn)略、市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略、新產(chǎn)品發(fā)展戰(zhàn)略、整合營(yíng)銷傳播戰(zhàn)略、品牌資產(chǎn)管理發(fā)展戰(zhàn)略等方面組建起了羅林公司的品牌戰(zhàn)略體系。 本文的研究是對(duì)羅林公司旗下三大品牌戰(zhàn)略進(jìn)行的理論化、系統(tǒng)化的梳理,對(duì)該企業(yè)的發(fā)展有著重要的影響,同時(shí),也對(duì)我國(guó)同類型企業(yè)的品牌構(gòu)建提供有益的參考。
[Abstract]:China's commercial photography industry is a relatively young market, but also a large capacity of the market, but the domestic has a greater influence of well-known brands, domestic well-known commercial photography enterprises are mostly concentrated in the low-end market. The top-end market is monopolized by famous foreign brands. The huge Chinese market leaves too much blank for foreign brands, which can not be said to be a pity. This paper studies the construction, development and strategic management of the three brands of Rowling Company by using the theory of brand management. Using the theory of component elements analysis of brand equity put forward by Aaker to provide reference for the management of Rowling's brand assets, the theory of brand extension provides ideas for the development strategy of the vertical extension of Rowling brand. The 4 C theory of integrated marketing plays a strong role in the research of Rowling's brand strategy management. Specifically, this paper first reviews the relevant theories of brand strategy research, analyzes the development trend of domestic commercial photography industry and describes the brand status of Rowling Company. Secondly, through questionnaires and interviews, the paper makes a preliminary understanding of the potential consumers' expenditure, consumption characteristics and the advantages and disadvantages of the products. Then, through the SWOT analysis method to study the brand construction problems, such as product market positioning, product development and development strategy; Finally, the brand strategy system of Rowling Company is set up from the aspects of market development strategy, market competition strategy, new product development strategy, integrated marketing communication strategy, brand asset management development strategy and so on. The research of this paper is a theoretical and systematic analysis of the three brand strategies of Rowling Company, which has an important impact on the development of the enterprise, and also provides a useful reference for the brand construction of the same type of enterprises in China.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F273.2;F719

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 羅巍;南昌市旅行社業(yè)品牌建設(shè)與管理研究[D];南昌大學(xué);2011年

2 張韻鈞;品牌資產(chǎn)價(jià)值驅(qū)動(dòng)下的品牌戰(zhàn)略研究[D];長(zhǎng)春理工大學(xué);2012年

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本文編號(hào)：2406109