發(fā)布時間：2018-03-09 06:03

  本文選題：品牌營銷　切入點：品牌塑造　出處：《湘潭大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：自2001年成立到2012年，香港喜玫瑰集團領(lǐng)導(dǎo)下的“婚嫁喜玫瑰”子品牌。它已經(jīng)在市場上摸打滾爬了近11年，在不斷的市場風(fēng)雨中，“婚嫁喜玫瑰”品牌已經(jīng)取得了一定的市場地位，銷售業(yè)績和品牌形象也得到了較大程度地提升。 進入到婚嫁的新世紀(jì)，人們觀念的巨大轉(zhuǎn)變，帶來了婚嫁市場、婚嫁攝影、婚慶服務(wù)的劇烈變革，相關(guān)市場發(fā)生了翻天覆地的變化。消費者行為變得更加理性，，消費的選擇和目的趨于多元化、專業(yè)化和時尚化。作為喜玫瑰集團下的婚嫁品牌，面對嚴(yán)峻的、發(fā)雜的市場環(huán)境，“婚嫁喜玫瑰”不得不重新審視市場環(huán)境，調(diào)整營銷戰(zhàn)略，進而在市場上立足。 本文首先從品牌的概念和特征入手，導(dǎo)出品牌營銷的相關(guān)內(nèi)涵。在實際分析中，以“婚嫁喜玫瑰”品牌的品牌營銷內(nèi)容、戰(zhàn)略意義以及挑戰(zhàn)入手，包括“婚嫁喜玫瑰”品牌的塑造過程。通過對市場情況進行戰(zhàn)略分析，提出營銷過程中所存在的問題，并對此作出評價和分析。然后立足“婚嫁喜玫瑰”品牌實際發(fā)展情況，從品牌營銷的角度，一方面闡述了相關(guān)營銷戰(zhàn)略，另一方面就目前存在的挑戰(zhàn)和問題，提出自己的對策。最后得出自己在營銷過程中的相關(guān)結(jié)論。
[Abstract]:From its establishment in 2001 to 2012, Hong Kong's "Wedding and Joy Rose" brand has been on the market for nearly 11 years. In the constant market wind and rain, "married Rose" brand has achieved a certain market position, sales performance and brand image has been greatly improved. Entering the new century of marriage, the tremendous changes in people's concepts have brought about dramatic changes in the marriage market, wedding photography, wedding services, and related markets. Consumer behavior has become more rational. The choice and purpose of consumption tend to be diversified, specialized and fashionable. As the wedding brand under the Joy Rose Group, facing the severe and mixed market environment, "Wedding Joy Rose" has to re-examine the market environment and adjust its marketing strategy. And then in the market. This paper starts with the concept and characteristics of the brand and derives the relevant connotation of the brand marketing. In the actual analysis, the content, strategic significance and challenge of the brand marketing of the "married Rose" brand are discussed. It includes the molding process of the brand of "married and happy rose". Through the strategic analysis of the market situation, the problems existing in the marketing process are put forward, and the problems are evaluated and analyzed. Then, based on the actual development of the brand, From the point of view of brand marketing, on the one hand, this paper expounds the relevant marketing strategies, on the other hand, puts forward its own countermeasures on the challenges and problems existing at present. Finally, it draws the relevant conclusions in the process of marketing.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F719

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相關(guān)期刊論文 前3條

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本文編號：1587268