【摘要】： 近年來(lái),隨著家居、建材類商品消費(fèi)的快速增長(zhǎng),國(guó)內(nèi)家居市場(chǎng)發(fā)展迅猛。目前,越來(lái)越多的家居零售企業(yè)意識(shí)到了樹立家居零售品牌,運(yùn)用品牌戰(zhàn)略競(jìng)爭(zhēng)的重要。一批成長(zhǎng)迅速的國(guó)內(nèi)家居零售企業(yè)開始著力打造家居零售強(qiáng)勢(shì)品牌。 本文以居然之家品牌戰(zhàn)略為研究對(duì)象,以現(xiàn)代品牌戰(zhàn)略、品牌創(chuàng)建及相關(guān)理論為指導(dǎo),通過查閱文獻(xiàn)資料和進(jìn)行專題市場(chǎng)調(diào)查等方法開展研究。在品牌戰(zhàn)略方案制定過程中,首先深入分析居然之家品牌戰(zhàn)略的宏觀環(huán)境、行業(yè)狀況競(jìng)爭(zhēng)環(huán)境以及居然之家的內(nèi)部資源和能力;通過SWOT分析法分析了居然之家的現(xiàn)狀,總結(jié)了居然之家實(shí)施品牌戰(zhàn)略的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,為品牌戰(zhàn)略的制定提供依據(jù)。然后,在市場(chǎng)調(diào)研、環(huán)境分析和公司資源及能力分析的基礎(chǔ)上,選擇居然之家的目標(biāo)市場(chǎng),提煉出居然之家品牌的核心價(jià)值,并確定品牌定位。再運(yùn)用大衛(wèi).艾格的品牌識(shí)別理論規(guī)劃品牌識(shí)別系統(tǒng),運(yùn)用凱文·萊恩·凱勒的顧客價(jià)值創(chuàng)造理論制定品牌整合傳播計(jì)劃,以其建立消費(fèi)者品牌聯(lián)想和品牌忠誠(chéng),樹立品牌形象。最后運(yùn)用德·徹納東尼的理論提出如何從企業(yè)文化企業(yè)內(nèi)部管理方面確保品牌的創(chuàng)立。 希望通過本文的研究,對(duì)居然之家品牌的創(chuàng)建和發(fā)展提供有益的幫助,同時(shí)也希望能為國(guó)內(nèi)家居零售品牌的營(yíng)銷提供一些參考和借鑒。
[Abstract]:In recent years, with the rapid growth of household and building materials consumption, the domestic home market is developing rapidly. At present, more and more home retail enterprises realize the importance of establishing home retail brand and using brand strategy competition. A number of rapid growth of domestic home retail enterprises began to focus on building a strong brand of home retail. Based on the modern brand strategy, brand creation and related theories, this paper takes the brand strategy of "unexpectedly Home" as the research object, and carries out the research by means of consulting the literature and carrying on the special market investigation and so on. In the process of formulating brand strategy plan, firstly, the macro environment, competition environment and internal resources and ability of the house are analyzed in depth. Through the analysis of SWOT, this paper analyzes the present situation of the house, summarizes the advantages, disadvantages, opportunities and threats of implementing the brand strategy, and provides the basis for the formulation of the brand strategy. Then, on the basis of market research, environmental analysis and company resources and capabilities analysis, we choose the target market of the house, extract the core value of the house brand, and determine the positioning of the brand. And use David. Iger's brand identification theory planning brand identification system, using Kevin Lane Keller's customer value creation theory to formulate brand integration and communication plan, with which to establish consumer brand association and brand loyalty, establish brand image. Finally, this paper puts forward how to ensure the establishment of brand from the aspect of internal management of corporate culture enterprise by using the theory of Dechendoni. It is hoped that through the research of this paper, we can provide beneficial help to the establishment and development of the home brand, and at the same time hope to provide some reference and reference for the marketing of the domestic home retail brand.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F721

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 劉立斌;BG木地板品牌戰(zhàn)略研究[D];華南理工大學(xué);2010年

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本文編號(hào)：2431345