本文選題：南方寢飾 + 品牌�。� 參考：《中南大學(xué)》2013年碩士論文

【摘要】：摘要：我國(guó)家紡行業(yè)是一個(gè)高速增長(zhǎng)的新興行業(yè),2011年家紡行業(yè)增長(zhǎng)率達(dá)到了23.09%,家紡行業(yè)孕育著巨大的市場(chǎng)需求,然而巨大的市場(chǎng)需求也意味著強(qiáng)烈的市場(chǎng)競(jìng)爭(zhēng)。南方寢飾是國(guó)內(nèi)最早從事家用紡織品設(shè)計(jì)制造的企業(yè)之一。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)和消費(fèi)者消費(fèi)觀念的轉(zhuǎn)變,南方寢飾想要在競(jìng)爭(zhēng)中脫穎而出就必須根據(jù)企業(yè)自身的特點(diǎn),找準(zhǔn)自己的市場(chǎng)定位,走出一條差異化的品牌營(yíng)銷(xiāo)發(fā)展之路。 本文在整理品牌營(yíng)銷(xiāo)相關(guān)理論的基礎(chǔ)上,通過(guò)對(duì)南方寢飾品牌營(yíng)銷(xiāo)外部宏觀環(huán)境進(jìn)行PEST分析,以及外部競(jìng)爭(zhēng)環(huán)境進(jìn)行波特五力模型分析,在自身SWOT分析結(jié)論的基礎(chǔ)上,指出南方寢飾品牌營(yíng)銷(xiāo)具有的優(yōu)勢(shì)與劣勢(shì),提出了南方寢飾的差異化競(jìng)爭(zhēng)道路——品牌營(yíng)銷(xiāo)。依據(jù)南方寢飾品牌營(yíng)銷(xiāo)整體目標(biāo)及品牌營(yíng)銷(xiāo)原則,在STP分析的基礎(chǔ)上,抓住25-45歲中高等收入知性女性目標(biāo)市場(chǎng)消費(fèi)特點(diǎn),打造“喜慶床品專(zhuān)家”品牌形象,并提出了南方寢飾品牌營(yíng)銷(xiāo)的產(chǎn)品策略、定價(jià)策略、傳播策略以及渠道策略。最后從組織結(jié)構(gòu)、信息系統(tǒng)建設(shè)以及人才各方面提出了南方寢飾品牌營(yíng)銷(xiāo)保障措施以保障南方寢飾品牌營(yíng)銷(xiāo)的順利進(jìn)行。 本文通過(guò)運(yùn)用品牌營(yíng)銷(xiāo)的相關(guān)理論,理論與實(shí)際相結(jié)合,較為系統(tǒng)地研究了南方寢飾差異化品牌營(yíng)銷(xiāo)相關(guān)策略,希望能夠?yàn)槟戏綄嬶椣蛳M(fèi)者展示其品牌實(shí)力、產(chǎn)業(yè)優(yōu)勢(shì)與時(shí)尚風(fēng)采提供借鑒。同時(shí),這對(duì)于提升我國(guó)家紡企業(yè)的市場(chǎng)競(jìng)爭(zhēng)力也具有十分重要的理論意義與現(xiàn)實(shí)意義。
[Abstract]:Absrtact: China's home textile industry is a new industry with a high growth rate. The growth rate of home textile industry reached 23.09% in 2011. The home textile industry is pregnant with a huge market demand, but the huge market demand also means a strong market competition. Southern bedding is one of the earliest domestic textile design and manufacturing enterprises. In the face of the fierce market competition and the change of the consumer consumption concept, if the southern ornament wants to stand out in the competition, it must find its own market position according to the characteristics of the enterprise itself, and walk out a differentiated road of brand marketing development. Based on the related theories of brand marketing, this paper analyzes the external macro environment of brand marketing in South China by PEST analysis, and the external competition environment with Porter's five-force model, based on the conclusion of SWOT analysis. This paper points out the advantages and disadvantages of the brand marketing of Southern Ligue ornaments, and puts forward the differentiated competitive road-Brand Marketing. On the basis of STP analysis, according to the overall goal and the brand marketing principle of the brand marketing of southern bedclothes, the consumption characteristics of the target market for middle and high income intellectual women aged 25 to 45 years old are grasped, and the brand image of "jubilant bed goods expert" is created. It also puts forward the product strategy, pricing strategy, communication strategy and channel strategy. Finally, from the aspects of organizational structure, information system construction and talents, this paper puts forward some measures to ensure the smooth development of the brand marketing. Through the application of brand marketing theory, theory and practice, this paper systematically studies the related strategies of Southern Ligue Decoration differential Brand Marketing, hoping to show its brand strength to consumers. Industrial advantages and fashion style to provide reference. At the same time, it is of great theoretical and practical significance to enhance the market competitiveness of Chinese textile enterprises.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.8;F274

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 賈新發(fā);陜西建工集團(tuán)機(jī)械施工有限公司品牌戰(zhàn)略研究[D];西北大學(xué);2013年

2 董圣;人和陽(yáng)光房地產(chǎn)開(kāi)發(fā)公司發(fā)展戰(zhàn)略研究[D];哈爾濱理工大學(xué);2013年

3 龐雅莉;電子商務(wù)情景下服裝品牌競(jìng)爭(zhēng)力的影響因素研究[D];西南大學(xué);2014年

4 李松;鞍山萬(wàn)科房地產(chǎn)開(kāi)發(fā)有限公司市場(chǎng)營(yíng)銷(xiāo)策略研究[D];遼寧科技大學(xué);2014年

5 龍妍靜;基于消費(fèi)者視角的電子商務(wù)品牌價(jià)值評(píng)估方法研究[D];北京交通大學(xué);2014年

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本文編號(hào)：1848482