【摘要】：作為國民經(jīng)濟(jì)重要組成力量的中小企業(yè),目前正在市場經(jīng)濟(jì)的洪流中口益的蓬勃發(fā)展著。但是,依然有許多的客觀因素制約阻礙著我國中小企業(yè)的良性發(fā)展,其中一個重要因素就是我國的中小企業(yè)缺少品牌管理的理念。目前,絕大部分為中小企業(yè)的小家電市場成長潛力非常巨大,由于是中小企業(yè),其制約因素也無法規(guī)避,隨著市場競爭的加劇,加強品牌管理乃大勢所趨。 本文在對品牌管理相關(guān)理論與應(yīng)用進(jìn)行概括總結(jié)的基礎(chǔ)上,針對我國小家電行業(yè)發(fā)展現(xiàn)狀與品牌管理中的問題,以九陽公司為具體對象,分析了其內(nèi)外部環(huán)境特點、品牌管理現(xiàn)狀及存在的主要問題,即：品牌售后公關(guān)能力不強、品牌推廣宣傳中文化宣傳不夠到位、品牌危機(jī)管理不到位。本文結(jié)合其發(fā)展戰(zhàn)略和相關(guān)理論,提出了九陽公司未來的品牌定位應(yīng)在市場環(huán)境和產(chǎn)品狀況角度進(jìn)行科學(xué)的定位。九陽公司在品牌理念上應(yīng)打造的主題理念和品牌文化：在品牌發(fā)展規(guī)劃上應(yīng)做到以打造家庭消費類豆?jié){機(jī)產(chǎn)品的首選品牌為初級甘標(biāo),以打造國內(nèi)時尚、健康家電領(lǐng)域首選品牌為階段性目標(biāo),以打造百年九陽、做世界知名品牌為長遠(yuǎn)目標(biāo)；在品牌建設(shè)與維護(hù)策略中,堅持以市場的變化為導(dǎo)向,用創(chuàng)新精神突破重圍,不斷加大單一品牌的影響力和認(rèn)知度；在品牌傳播促銷方面加大品牌宣傳力度,銷售渠道的建設(shè)更加的多元化和專業(yè)化,提升法律保護(hù)意識、建立公關(guān)應(yīng)對體系等措施,以期為企業(yè)實際經(jīng)營管理提供相應(yīng)的指導(dǎo)和支持。
[Abstract]:As an important component of the national economy, small and medium-sized enterprises (SMEs) are developing vigorously in the flood of market economy. However, there are still many objective factors that hinder the benign development of small and medium-sized enterprises in our country, one of the important factors is the lack of brand management concept in our small and medium-sized enterprises. At present, most of the small household appliances market growth potential for small and medium-sized enterprises is very huge, because it is small and medium-sized enterprises, its constraints can not be avoided, with the intensification of market competition, strengthening brand management is the general trend. On the basis of summarizing the relevant theories and applications of brand management, aiming at the current situation of the development of small household appliances industry and the problems in brand management, this paper takes Jiuyang Company as a concrete object and analyzes the characteristics of its internal and external environment. The current situation and existing problems of brand management are: the ability of brand after-sale public relations is not strong, the cultural propaganda in brand promotion is not enough, and the management of brand crisis is not in place. Combined with its development strategy and related theories, this paper puts forward that the future brand positioning of Jiuyang Company should be scientifically positioned from the point of view of market environment and product condition. The theme idea and brand culture that Jiuyang Company should create in terms of brand concept: in brand development planning, we should take the first choice brand of home consumption soybean milk machine products as the primary standard, in order to create domestic fashion. The first choice brand in the field of health home appliances is the stage target, to build a hundred years of Jiuyang, to become a world-famous brand as the long-term goal; In the brand construction and maintenance strategy, adhere to the change of the market as the guide, with the spirit of innovation to break through the encirclement, constantly increase the influence and recognition of a single brand; In the aspect of brand communication and promotion, we should strengthen brand promotion, build more diversified and specialized sales channels, enhance the awareness of legal protection, and establish a public relations response system, and so on. In order to provide the corresponding guidance and support for the actual operation and management of the enterprise.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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本文編號：2440174