發(fā)布時間：2018-08-29 11:05

【摘要】：近年來，我國家電連鎖零售業(yè)用十多年的時間完成了西方發(fā)達國家歷經(jīng)150年的商業(yè)歷程。在驚喜于我國家電市場巨大的同時也要看到，我國家電連鎖零售行業(yè)處于擴張與分化的轉(zhuǎn)折點。中國家電連鎖類金融模式的發(fā)展已經(jīng)逐漸變得不再適用，同時國內(nèi)家電市場格局已經(jīng)相對穩(wěn)定，在產(chǎn)品、品牌、營銷手段等方面面臨著同質(zhì)化。固然，中國消費市場不成熟是導(dǎo)致這種局面的主因。但中國家電連鎖零售企業(yè)的未來發(fā)展要尋求差異化已是必然。品牌是消費者對企業(yè)和產(chǎn)品等所有認知的集中反映，是消費者識別企業(yè)差異化的標志。營銷的本質(zhì)在于“滿足消費者需求”，家電連鎖零售企業(yè)出售服務(wù)，消費者的感知價值成為消費者選擇家電連鎖零售品牌的主要因素，因此，基于顧客價值研究家電連鎖零售品牌定位戰(zhàn)略是非常有意義的。 本論文以消費者的價值理論，品牌定位理論作為理論背景，選取蘇寧為研究對象，從顧客價值出發(fā)，對蘇寧的品牌定位進行分析研究。具體綜合運用企業(yè)實例，挖掘影響蘇寧品牌定位的顧客價值驅(qū)動因素，在案例分析的基礎(chǔ)上構(gòu)建基于顧客價值的蘇寧品牌定位影響因素，以及品牌定位的競爭戰(zhàn)略。對蘇寧的品牌定位戰(zhàn)略進行分析和優(yōu)劣勢分析，并通過大量的文獻查閱、資料搜集、調(diào)研訪談，從顧客價值角度分析目前蘇寧品牌定位戰(zhàn)略存在的問題。最后對蘇寧品牌定位戰(zhàn)略進行總結(jié)并提出優(yōu)化建議。期望以此為例，讓家電連鎖零售企業(yè)重新了解消費者，，真正重視顧客價值，找到合適的品牌定位和市場競爭策略。
[Abstract]:In recent years, China's household appliance chain retail industry has completed 150 years of business history in western developed countries. At the same time, we should see that the household appliance chain retail industry is at the turning point of expansion and differentiation. The development of Chinese household appliance chain finance model has gradually become no longer applicable, at the same time, the domestic appliance market structure has been relatively stable, in products, brands, marketing methods and other aspects are facing homogeneity. Of course, the immature Chinese consumer market is the main cause of this situation. However, it is inevitable to seek differentiation for the future development of Chinese household appliance chain retailing enterprises. Brand is the central reflection of consumers' cognition of enterprises and products, and it is the symbol of consumers' identification of enterprise differentiation. The essence of marketing lies in "meeting the needs of consumers". The perceived value of consumers becomes the main factor for consumers to choose the retail brands of household appliances. It is very meaningful to study the brand positioning strategy of household appliance chain retail based on customer value. This paper takes the consumer value theory and brand positioning theory as the theoretical background, selects Su Ning as the research object, starts from the customer value, carries on the analysis and the research to Su Ning's brand positioning. In this paper, the author makes comprehensive use of enterprise examples to excavate the driving factors of customer value that influence Su Ning's brand positioning, and on the basis of the case study, constructs the influencing factors and the competitive strategy of brand positioning based on customer value. This paper analyzes Su Ning's brand positioning strategy and its advantages and disadvantages, and analyzes the problems existing in the brand positioning strategy from the perspective of customer value through a large number of documents, data collection, investigation and interviews. Finally, Su Ning brand positioning strategy is summarized and optimized suggestions are put forward. It is expected that, for example, the household appliance chain retailing enterprises should re-understand the consumers, really attach importance to the customer value, and find the appropriate brand positioning and market competition strategy.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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本文編號：2211015