本文關(guān)鍵詞：LXQ鞋業(yè)品牌戰(zhàn)略研究　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 女鞋 品牌戰(zhàn)略 研究

【摘要】：在目前我國(guó)大陸，女鞋市場(chǎng)已形成少數(shù)大品牌企業(yè)占據(jù)全國(guó)市場(chǎng)、部分中型企業(yè)占據(jù)區(qū)域性市場(chǎng)、大批小企業(yè)為補(bǔ)充的競(jìng)爭(zhēng)格局，其中百麗、達(dá)芙妮、LXQ等大型女鞋企的產(chǎn)品覆蓋全國(guó)。經(jīng)過多年的努力，LXQ鞋業(yè)已成功在女鞋市場(chǎng)上站穩(wěn)腳跟，在品牌知名度、市場(chǎng)占有率和銷售網(wǎng)絡(luò)等方面均踏入行業(yè)的前列。2009年， LXQ鞋業(yè)在成功在資本市場(chǎng)上市。由于沒有一個(gè)清晰的品牌戰(zhàn)略，LXQ始終難以跟上百麗的步伐。 女鞋行業(yè)是一個(gè)成熟的傳統(tǒng)行業(yè)，進(jìn)入門檻低，競(jìng)爭(zhēng)充分。與百麗、達(dá)芙妮相比，“LXQ”鞋業(yè)的規(guī)模還很小，目前的品牌體系僅有“STSAT”知名度較高，其他品牌均未成規(guī)模。如何根據(jù)自身情況和市場(chǎng)、消費(fèi)者行為分析打造成功的多品牌戰(zhàn)略正是本文的研究對(duì)象。 本文首先介紹了我國(guó)大陸鞋業(yè)的發(fā)展概況、國(guó)內(nèi)各品牌競(jìng)爭(zhēng)情況和LXQ鞋業(yè)品牌的基本情況,綜合女鞋市場(chǎng)消費(fèi)者購(gòu)物動(dòng)機(jī)和女鞋熱銷根源，將LXQ鞋業(yè)品牌整體定位于時(shí)尚女鞋,并采用多品牌戰(zhàn)略。接著對(duì)LXQ鞋業(yè)的品牌進(jìn)行SWOT分析，界定公司的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)。在如何緊跟時(shí)尚這一問題上，結(jié)合西班牙時(shí)尚服裝Zara的成功經(jīng)驗(yàn)和LXQ鞋業(yè)具體情況，提出“快速反應(yīng)時(shí)尚”這一品牌戰(zhàn)略核心。在實(shí)施品牌戰(zhàn)略中,提出品牌戰(zhàn)略是企業(yè)戰(zhàn)略中的戰(zhàn)略，，必須要求企業(yè)在管理、服務(wù)、營(yíng)銷等各個(gè)方面都服務(wù)于品牌戰(zhàn)略，通過系統(tǒng)提升企業(yè)的品牌競(jìng)爭(zhēng)力來推動(dòng)企業(yè)的長(zhǎng)遠(yuǎn)發(fā)展。 本文主要采用SWOT分析和消費(fèi)者行為分析,結(jié)合女鞋市場(chǎng)自身的特點(diǎn)，通過市場(chǎng)細(xì)分、品牌定位、對(duì)比分析，對(duì)LXQ鞋業(yè)實(shí)施“快速反應(yīng)時(shí)尚”的品牌戰(zhàn)略進(jìn)行綜合研究。在本研究中，女性的購(gòu)鞋心理和對(duì)時(shí)尚的追求是本文的提出“快速反應(yīng)時(shí)尚”的品牌戰(zhàn)略的最根本原因。本文研究結(jié)論對(duì)國(guó)內(nèi)企業(yè)品牌戰(zhàn)略有一定的現(xiàn)實(shí)指導(dǎo)意義。
[Abstract]:At present, in mainland China, the women's shoes market has formed a small number of major brand enterprises to occupy the national market, some medium-sized enterprises occupy the regional market, a large number of small enterprises as a supplement to the competition pattern, including Belle, Daphne. The products of LXQ and other large women shoe enterprises cover the whole country. After years of efforts, LXQ footwear industry has successfully established its foothold in the women's shoes market and gained popularity in the brand. In 2009, LXQ shoes were successfully listed in the capital market because of the lack of a clear brand strategy. LXQ has struggled to keep pace with Belle. Women's shoes industry is a mature traditional industry, low barriers to entry, full competition. Compared with Belle, Daphne, the "LXQ" footwear industry is still very small. The current brand system only "STSAT" well-known, other brands have not become scale. How to according to their own situation and the market. The successful multi-brand strategy of consumer behavior analysis is the object of this paper. This paper first introduces the development situation of the shoe industry in mainland China, the competition situation of each brand in China and the basic situation of the LXQ shoe industry brand, synthesizing the shopping motivation of the consumers in the women's shoes market and the root of the women's shoes hot selling. The brand of LXQ shoe industry is positioned in fashion women's shoes as a whole and multi-brand strategy is adopted. Then the SWOT analysis of the brand of LXQ shoe industry is carried out to define the opportunity and threat of the company. Advantages and disadvantages. On how to keep up with the fashion, combined with the successful experience of Spanish fashion clothing Zara and the specific situation of LXQ shoe industry. Put forward the "rapid response fashion" brand strategy core. In the implementation of brand strategy, brand strategy is the strategy of the enterprise strategy, we must require enterprises in the management, service. All aspects of marketing serve brand strategy and promote the long-term development of enterprises by systematically enhancing their brand competitiveness. This paper mainly uses SWOT analysis and consumer behavior analysis, combined with the characteristics of women's shoes market, through market segmentation, brand positioning, comparative analysis. This paper makes a comprehensive study on the brand strategy of "rapid response fashion" in LXQ shoe industry. Women's psychology of buying shoes and the pursuit of fashion are the most fundamental reasons for this article to put forward the brand strategy of "quick response to fashion". The conclusion of this paper has certain practical guiding significance for domestic enterprises' brand strategy.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.86;F273.2

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相關(guān)期刊論文 前2條

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