隨著國家產(chǎn)業(yè)升級的進一步深化,對于國內(nèi)生產(chǎn)企業(yè)的要求從生產(chǎn)高品質(zhì)的產(chǎn)品逐步向生產(chǎn)高附加值的產(chǎn)品轉(zhuǎn)變,而為了達到增加產(chǎn)品附加值的目標,除了提供更高的科技含量、更好的設計等產(chǎn)品層面的改進措施外,由品牌帶來的溢價能力至關(guān)重要。而國家持續(xù)推進產(chǎn)業(yè)升級,其中重要的原因是國內(nèi)傳統(tǒng)的生產(chǎn)企業(yè)面臨的內(nèi)外部競爭壓力。隨著人們生活水平的不斷提高,消費者對于自身的需求了解更為透徹,在消費水平提高、需求量增大的同時,也越來越傾向于需求多元化,形成了眾多的細分市場。在國際市場競爭環(huán)境日益激烈的今天,由于在高速發(fā)展期對品牌建設缺乏重視和投入,國內(nèi)生產(chǎn)企業(yè)即使提供了滿足特定消費人群需求的優(yōu)質(zhì)產(chǎn)品,卻由于品牌定位不清晰,難以在其心智中形成統(tǒng)一且良好的認知。本文以戶外用品生產(chǎn)銷售企業(yè)駱駝公司為研究對象,試圖通過對駱駝公司品牌定位的優(yōu)化,使其品牌價值得以持續(xù)積累。本文以訪談和調(diào)查的形式了解了駱駝公司與品牌定位相關(guān)的領(lǐng)域所存在的問題,通過引用消費者價值體系模型、POP、POD等理論工具對駱駝公司的現(xiàn)狀進行分析,并嘗試利用品牌定位系統(tǒng)模型從多個維度構(gòu)建適合駱駝公司的品牌定位方案。本文基于對實際信息的收集,結(jié)合C公司實際消費人...

【文章頁數(shù)】：74 頁

【學位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Methods and Significance
        1.2.1 Research Methods
        1.2.2 Research Significance
    1.3 Research Content and Ideas
        1.3.1 Research Content
        1.3.2 Research Ideas
Chapter Ⅱ Literature Review
    2.1 Brand Overview
        2.1.1 Definition of Brand
        2.1.2 Brand Effect
    2.2 Brand Positioning Theory
        2.2.1 Theoretical Definition of Brand Positioning
        2.2.2 Relevant Models of Brand Positioning
        2.2.3 Steps of Brand Positioning
    2.3 Research Status of Domestic and Abroad
        2.3.1 Abroad Research Status
        2.3.2 Domestic Research Status
    2.4 Research Review
Chapter Ⅲ Case Description
    3.1 Background of Domestic Outdoor Industry
    3.2 Brand Positioning History of C Company
        3.2.1 Introduction to C Company
        3.2.2 Brand Positioning of C Company in 2003-2008
        3.2.3 Brand Positioning of C Company in 2008-2013
        3.2.4 Brand Positioning of C Company from2013 to Now
    3.3 Cognitive Status of Brand Positioning of C Company
    3.4 Problems in Brand Positioning of C Company
        3.4.1 Investigation methods for brand positioning problems
        3.4.2 Current situation of brand positioning
        3.4.3 Specific problems of brand positioning
Chapter Ⅳ Case Analysis
    4.1 Cause Analysis of Positioning Problems
    4.2 Analysis of Relevant Positioning Model
        4.2.1 Analysis of Multifunctional Reference Framework
        4.2.2 SWOT Analysis of C Company
        4.2.3 Analysis of Consumer Value System
        4.2.4 Brand Positioning System Model Analysis
Chapter Ⅴ Optimization of the Company's Brand Positioning
    5.1 Orientation Optimization Direction Selection
    5.2 Specific Optimization Scheme
    5.3 Suggestions for New Category Operation
    5.4 Difficulties and Solutions
Chapter Ⅵ Conclusion
REFERENCE



本文編號：3899121