寶石新集團股份有限公司品牌個性塑造調(diào)研報告
發(fā)布時間：2018-09-08 12:33
【摘要】：2012年全國工業(yè)和信息化工作會議部署在全國開展“工業(yè)質(zhì)量品牌建設(shè)年”活動。工業(yè)質(zhì)量品牌建設(shè)年活動是落實《工業(yè)轉(zhuǎn)型升級規(guī)劃》,推進質(zhì)量品牌戰(zhàn)略的專項行動部署,旨在增強質(zhì)量文化“軟實力”,加快工業(yè)企業(yè)品牌建設(shè),形成社會各界共同參與質(zhì)量信譽建設(shè)的格局,實現(xiàn)工業(yè)質(zhì)量和信譽的全面提升。全國共有百家企業(yè)品牌培育試點,寶石新集團股份有限公司是其中之一。 在日益激烈的競爭市場,競爭的重點從價格戰(zhàn)、技術(shù)戰(zhàn)、客戶爭奪戰(zhàn)進入了品牌理念和個性戰(zhàn)層面。以全新的品牌理念去拉開與競爭對手的差異,塑造品牌個性,并從高端發(fā)力,以隱性營銷的方式將品牌精神潛移默化地滲入目標(biāo)客戶的心里,贏取客戶深層次的精神認(rèn)同,從而提升客戶忠誠,這在企業(yè)品牌文化體系建設(shè)過程中占有主導(dǎo)意義。 本文首先在前人理論研究的基礎(chǔ)上對品牌個性的定義、品牌個性的測量以及品牌個性的塑造進行了文獻回顧,再就品牌個性的價值、來源以及品牌個性的發(fā)展過程進行探討。在第四部分,本文對寶石新集團股份有限公司的情況進行梳理,介紹了寶石新集團股份有限公司的集團概況、主要生產(chǎn)經(jīng)營產(chǎn)品、集團的市場銷售狀況以及企業(yè)文化。在第五部分,本文首先梳理了縫制設(shè)備行業(yè)的發(fā)展概況,進而歸納了行業(yè)的基本特點,通過分析行業(yè)市場容量,展望了縫制設(shè)備行業(yè)的發(fā)展前景。第六部分,文章在調(diào)研的基礎(chǔ)上分析出了寶石新集團股份有限公司塑造品牌個性的必要性：(1)品牌是企業(yè)的重要資產(chǎn);(2)品牌個性是差異化的重要籌碼；(3)個性認(rèn)同是品牌美譽度的后盾支撐；(4)個性是品牌生命周期的鮮活劑。文章接著指出寶石新集團股份有限公司塑造品牌個性面臨的困境：(1)品牌個性建設(shè)重視不足；(2)程序化思維固定；(3)功利傾向明顯,并提出了公司品牌個性塑造的路徑對策。文章最后對企業(yè)品牌個性塑造進行了總結(jié)并作研究展望。 本文從品牌個性視角出發(fā),對寶石新集團股份有限公司的品牌體系建設(shè)進行階段性研究,了解現(xiàn)狀、發(fā)現(xiàn)不足,形成書面意見,以期對企業(yè)品牌個性塑造提出建議和參考。
[Abstract]:The National Conference on Industry and Information Technology in 2012 is scheduled to launch the "Year of Industrial Quality Brand Building" nationwide. All walks of life jointly participate in the construction of quality and reputation to achieve the overall upgrading of industrial quality and reputation.
In the increasingly competitive market, the focus of competition is from the price war, technical war, customer competition into the brand concept and personality war level. With brand-new brand concept to open up the differences with competitors, mold the brand personality, and from the high-end force, with the implicit marketing way to penetrate the spirit of the brand into the hearts of the target customers subtly. In order to win the deep-seated spiritual identity of customers and enhance customer loyalty, it plays a leading role in the construction of enterprise brand culture system.
This paper first reviews the definition of brand personality, the measurement of brand personality and the shaping of brand personality on the basis of previous theoretical research, and then discusses the value, source and development process of brand personality. In the fifth part, the development of the sewing equipment industry is first reviewed, and then the basic characteristics of the industry are summarized. By analyzing the market capacity of the industry, the sewing equipment industry is prospected. The sixth part analyzes the necessity of building brand personality in Gemstone New Group Co., Ltd.. (1) Brand is an important asset of enterprises; (2) Brand personality is an important chip for differentiation; (3) Personality identity is the backing support of brand reputation; (4) Personality is the freshness of brand life cycle. The article then points out the dilemma faced by Gemstone New Group Co., Ltd. in shaping its brand personality: (1) insufficient emphasis on brand personality construction; (2) fixed procedural thinking; (3) obvious utilitarian tendencies, and puts forward the path and Countermeasures for shaping the company's brand personality. Look ahead.
From the perspective of brand personality, this paper makes a phased study on the brand system construction of Gemstone New Group Co., Ltd. to understand the status quo, find out the shortcomings, and form a written opinion in order to make suggestions and reference for the brand personality shaping of enterprises.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F273.2;F426.6
本文編號：2230532
[Abstract]:The National Conference on Industry and Information Technology in 2012 is scheduled to launch the "Year of Industrial Quality Brand Building" nationwide. All walks of life jointly participate in the construction of quality and reputation to achieve the overall upgrading of industrial quality and reputation.
In the increasingly competitive market, the focus of competition is from the price war, technical war, customer competition into the brand concept and personality war level. With brand-new brand concept to open up the differences with competitors, mold the brand personality, and from the high-end force, with the implicit marketing way to penetrate the spirit of the brand into the hearts of the target customers subtly. In order to win the deep-seated spiritual identity of customers and enhance customer loyalty, it plays a leading role in the construction of enterprise brand culture system.
This paper first reviews the definition of brand personality, the measurement of brand personality and the shaping of brand personality on the basis of previous theoretical research, and then discusses the value, source and development process of brand personality. In the fifth part, the development of the sewing equipment industry is first reviewed, and then the basic characteristics of the industry are summarized. By analyzing the market capacity of the industry, the sewing equipment industry is prospected. The sixth part analyzes the necessity of building brand personality in Gemstone New Group Co., Ltd.. (1) Brand is an important asset of enterprises; (2) Brand personality is an important chip for differentiation; (3) Personality identity is the backing support of brand reputation; (4) Personality is the freshness of brand life cycle. The article then points out the dilemma faced by Gemstone New Group Co., Ltd. in shaping its brand personality: (1) insufficient emphasis on brand personality construction; (2) fixed procedural thinking; (3) obvious utilitarian tendencies, and puts forward the path and Countermeasures for shaping the company's brand personality. Look ahead.
From the perspective of brand personality, this paper makes a phased study on the brand system construction of Gemstone New Group Co., Ltd. to understand the status quo, find out the shortcomings, and form a written opinion in order to make suggestions and reference for the brand personality shaping of enterprises.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F273.2;F426.6
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，本文編號：2230532
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