本文選題：品牌定位 + 顧客價值　； 參考：《中國海洋大學(xué)》2013年碩士論文

【摘要】：隨著經(jīng)濟全球化進程的推進和市場競爭的不斷加劇，品牌已經(jīng)成為企業(yè)在市場競爭中克敵制勝最重要的法寶。品牌定位是品牌建設(shè)的出發(fā)點，也是品牌構(gòu)建自身競爭力的基礎(chǔ)和核心，準(zhǔn)確的品牌定位是打造強勢品牌的根本保證。 為了為現(xiàn)代企業(yè)進行品牌定位提供思路和系統(tǒng)化方法，本文在廣泛收集和查閱了有關(guān)市場營銷、品牌經(jīng)營、品牌定位的文獻資料的基礎(chǔ)上，以顧客價值為導(dǎo)向，探索一套品牌定位的方法體系，同時構(gòu)建了品牌定位效果評估體系，并將其應(yīng)用于青島啤酒的品牌定位中進行驗證。 本文在論述過程中，首先探討了國內(nèi)外相關(guān)的理論成果和研究現(xiàn)狀。在此基礎(chǔ)上，提出了品牌定位的四個基本維度，即品牌理念定位、品牌品類定位、品牌價格定位、品牌體驗定位。之后，，以顧客價值為導(dǎo)向、以此四個基本維度為定位點參考系，通過品牌目標(biāo)客戶的選擇、品牌定位點的確定、營銷要素的組合的步驟，建立起一套企業(yè)品牌定位實施體系。而在品牌初步定位之后，又以顧客價值為導(dǎo)向建立起一套品牌定位效果指標(biāo)評估體系，通過效果評估為品牌定位的進一步行動提供方向和建議。 本文在研究過程中，使用了文獻研究法、系統(tǒng)分析法、定性與定量分析相結(jié)合、案例研究法等方法，通過多角度出發(fā)的思路和多樣化的研究方法，保證了研究成果的科學(xué)性、系統(tǒng)性、實用性。 本文的研究在以下幾方面進行了創(chuàng)新性探索：第一，以顧客價值理論為指導(dǎo)進行系統(tǒng)的品牌定位研究，目前尚未有這方面的研究展開；第二，本文從理念、品類、價格、體驗四個維度全面、立體地尋求品牌最適宜的定位點，并以此為基礎(chǔ)創(chuàng)建一套系統(tǒng)的品牌定位體系，為企業(yè)提升品牌競爭力、更好地參與國內(nèi)外市場競爭打下堅實的基礎(chǔ)。
[Abstract]:With the advancement of economic globalization and the aggravation of market competition, brand has become the most important magic weapon for enterprises to win the market competition. Brand positioning is not only the starting point of brand construction, but also the basis and core of brand building competitiveness. Accurate brand positioning is the fundamental guarantee to build strong brand. In order to provide the thinking and systematization method for the brand positioning of modern enterprises, this paper, on the basis of collecting and consulting the literature about marketing, brand management and brand positioning, is guided by customer value. This paper explores a set of brand positioning method system, and constructs a brand positioning effect evaluation system, and applies it to Tsing Tao Beer's brand positioning for verification. In the course of the discussion, this paper first discusses the relevant theoretical achievements and research status at home and abroad. On this basis, four basic dimensions of brand positioning are put forward, namely, brand concept positioning, brand category positioning, brand price positioning and brand experience positioning. Then, taking customer value as the direction and taking the four basic dimensions as the reference system, through the selection of the brand target customer, the determination of the brand positioning point and the steps of the combination of marketing elements, a set of enterprise brand positioning implementation system is established. After the initial brand positioning, a brand positioning effect evaluation system is established based on customer value, which provides directions and suggestions for the further action of brand positioning. In the course of the research, this paper uses the methods of literature research, system analysis, qualitative and quantitative analysis, case study and so on, and ensures the scientific nature of the research results through multi-angle thinking and diversified research methods. Systematic and practical. This article has carried on the innovative exploration in the following aspects: first, carries on the systematic brand localization research with the customer value theory as the instruction, at present has not carried on the research in this aspect; second, this article from the idea, the category, the price, Experience the four dimensions in an all-round way, seek the most suitable brand positioning point, and create a systematic brand positioning system on the basis of this, which will lay a solid foundation for enterprises to enhance brand competitiveness and better participate in the market competition at home and abroad.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.82

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本文編號：1830830