發(fā)布時(shí)間：2018-06-08 11:57

  本文選題：好孩子 + 品牌戰(zhàn)略　； 參考：《蘇州大學(xué)》2013年碩士論文

【摘要】：近年來(lái)，市場(chǎng)競(jìng)爭(zhēng)由產(chǎn)品競(jìng)爭(zhēng)轉(zhuǎn)變?yōu)槠放聘?jìng)爭(zhēng)。兒童用品市場(chǎng)處于新興階段，，潛力巨大卻良莠不齊，兒童用品企業(yè)品牌建設(shè)的缺失更是戰(zhàn)略管理中的短板，影響企業(yè)發(fā)展。 本文利用戰(zhàn)略管理的相關(guān)理論和方法對(duì)好孩子集團(tuán)的品牌戰(zhàn)略做了較系統(tǒng)的分析，從宏觀環(huán)境、行業(yè)角度分析了好孩子集團(tuán)的外部環(huán)境，從資源、能力角度分析了好孩子集團(tuán)的優(yōu)勢(shì)和劣勢(shì)，用SWOT方法列出企業(yè)面臨的機(jī)遇、威脅以及具有的優(yōu)勢(shì)和劣勢(shì)，并對(duì)可采取的戰(zhàn)略進(jìn)行匹配。重點(diǎn)分析好孩子集團(tuán)品牌戰(zhàn)略中的品牌定位、核心價(jià)值、品牌延伸、品牌創(chuàng)新和品牌保護(hù)。從組織構(gòu)架、人力和財(cái)力資源配置、企業(yè)文化以及營(yíng)銷渠道和網(wǎng)絡(luò)方面分析好孩子集團(tuán)品牌戰(zhàn)略的實(shí)施。最后從加強(qiáng)品牌中心建設(shè)、財(cái)力資源投入、人力資源投入等五個(gè)方面對(duì)還孩子集團(tuán)提出建議，希望對(duì)其今后的品牌建設(shè)具有一定價(jià)值，也對(duì)類似條件下其他企業(yè)實(shí)施戰(zhàn)略提供參考價(jià)值。
[Abstract]:In recent years, market competition has changed from product competition to brand competition. Children's products market is in a new stage, the potential is huge but intermingled, the lack of brand building of children's products enterprises is a short board in strategic management. This paper makes a systematic analysis of the brand strategy of the good Children Group by using the relevant theories and methods of strategic management, analyzes the external environment of the good children group from the macroscopic environment and the industry angle, and analyzes the external environment of the good children group from the resource, This paper analyzes the strengths and weaknesses of the good children group from the perspective of ability, lists the opportunities, threats, strengths and weaknesses faced by the enterprises by using SWOT method, and matches the strategies that can be adopted. Focus on brand positioning, core value, brand extension, brand innovation and brand protection. Analyze the implementation of Kids Group brand strategy from organizational structure, human and financial resource allocation, corporate culture, marketing channels and network. Finally, from the five aspects of strengthening brand center construction, financial resource investment, human resource investment and so on, the paper puts forward some suggestions to the children's group, hoping to have certain value to its brand construction in the future. It also provides reference value for other enterprises to implement strategy under similar conditions.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.8;F273.2;F272

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本文編號(hào)：1995711