本文選題：品牌營(yíng)銷(xiāo)策略　切入點(diǎn)：眼鏡行業(yè)　出處：《湘潭大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：從二十世紀(jì)八十年代至今，全球企業(yè)界經(jīng)歷了從產(chǎn)品經(jīng)營(yíng)到資本經(jīng)營(yíng)再到品牌經(jīng)營(yíng)的發(fā)展階段，從而進(jìn)入了全新的品牌競(jìng)爭(zhēng)時(shí)代。隨著我國(guó)經(jīng)濟(jì)的高速發(fā)展，人民生活水平日益提高，對(duì)產(chǎn)品的需求也日趨多元化、個(gè)性化，在這樣的宏觀背景下，企業(yè)生產(chǎn)的產(chǎn)品具有差異化、多元化的特點(diǎn)才能滿足市場(chǎng)需求。尤其是對(duì)于眼鏡行業(yè)來(lái)說(shuō)，我國(guó)的市場(chǎng)需求量日益增大，產(chǎn)品種類(lèi)開(kāi)始逐漸豐富多樣。在眼鏡市場(chǎng)競(jìng)爭(zhēng)日趨激烈的背景下，品牌是企業(yè)在市場(chǎng)中的一個(gè)形象代表，故而品牌成為資本價(jià)值和市場(chǎng)競(jìng)爭(zhēng)的核心，這使得品牌營(yíng)銷(xiāo)策略日益受到企業(yè)的重視，成為企業(yè)持續(xù)發(fā)展的關(guān)鍵。所以一個(gè)企業(yè)要想穩(wěn)固自己產(chǎn)品市場(chǎng)的消費(fèi)群體，品牌對(duì)企業(yè)生存和發(fā)展就顯得尤為重要。 深圳市G眼鏡公司經(jīng)過(guò)多年的發(fā)展，目前已初現(xiàn)規(guī)模。如何更好的適應(yīng)市場(chǎng)變化，怎樣才能在競(jìng)爭(zhēng)激烈的市場(chǎng)環(huán)境中占據(jù)先機(jī)，成為G眼鏡公司面臨的重要問(wèn)題。本文在對(duì)品牌營(yíng)銷(xiāo)相關(guān)理論進(jìn)行系統(tǒng)梳理的基礎(chǔ)之上，對(duì)深圳市G眼鏡公司的品牌營(yíng)銷(xiāo)策略進(jìn)行全面深入的研究。文章將品牌營(yíng)銷(xiāo)的內(nèi)容主要?dú)w結(jié)為設(shè)計(jì)與定位、傳播與發(fā)展、維護(hù)與延伸等方面；以此為理論依據(jù)，分析了G眼鏡公司的發(fā)展歷程、發(fā)展環(huán)境、營(yíng)銷(xiāo)策略，深入剖析了G公司品牌營(yíng)銷(xiāo)中存在的品牌創(chuàng)建滯后、門(mén)店?duì)I銷(xiāo)困難、網(wǎng)絡(luò)銷(xiāo)售乏力等問(wèn)題；然后進(jìn)行了品牌營(yíng)銷(xiāo)方案設(shè)計(jì)，，確立了品牌營(yíng)銷(xiāo)的原則，研究了G眼鏡公司的目標(biāo)市場(chǎng)選擇和品牌營(yíng)銷(xiāo)定位、品牌營(yíng)銷(xiāo)的設(shè)計(jì)與傳播、品牌營(yíng)銷(xiāo)的維護(hù)與延伸等方案；最后提出了應(yīng)該整合企業(yè)資源、著眼企業(yè)文化、建立合理的營(yíng)銷(xiāo)制度等品牌營(yíng)銷(xiāo)方案實(shí)施的保障措施，并從實(shí)施能力和實(shí)施效果兩個(gè)方面提出品牌營(yíng)銷(xiāo)方案實(shí)施的評(píng)價(jià)體系。 本文認(rèn)為眼鏡行業(yè)作為一個(gè)獨(dú)特的行業(yè)，其消費(fèi)者的消費(fèi)行為次數(shù)是重復(fù)多次的，也就是說(shuō)其回頭客的可能是很大的，所以公司在品牌營(yíng)銷(xiāo)的過(guò)程中，一定要強(qiáng)調(diào)自身產(chǎn)品的獨(dú)特性、多樣性，品牌價(jià)值的體現(xiàn)一定要給消費(fèi)群體一種產(chǎn)品特有文化的感覺(jué)，要更加注重對(duì)顧客的售后服務(wù)。同時(shí)品牌營(yíng)銷(xiāo)策略要在具有公司戰(zhàn)略意義的基礎(chǔ)上進(jìn)行制定，且要及時(shí)根據(jù)市場(chǎng)和文化的發(fā)展而進(jìn)行相適應(yīng)的改進(jìn)，深深抓住消費(fèi)者的消費(fèi)心理以及不同地區(qū)、不同品味、不同階層消費(fèi)者的需求變化，不斷的進(jìn)行市場(chǎng)追蹤調(diào)查。
[Abstract]:From 1980s to now, the global business community has experienced a stage of development from product management to capital management to brand management, thus entering a brand new era of competition. With the rapid development of China's economy, People's living standards are improving day by day, and the demand for products is becoming more and more diversified and individualized. Under such a macro background, the products produced by enterprises are different. The characteristics of diversification can meet the market demand. Especially for the spectacles industry, the market demand in our country is increasing day by day, and the variety of products is becoming more and more diverse. Under the background of the increasingly fierce competition in the spectacle market, Brand is an image representative of enterprise in the market, so brand becomes the core of capital value and market competition, which makes brand marketing strategy more and more important. Therefore, if an enterprise wants to stabilize the consumer group of its own product market, the brand is particularly important to the survival and development of the enterprise. After many years of development, Shenzhen G glasses Company has begun to appear in scale. How to better adapt to market changes and how to take the lead in the competitive market environment, G glasses company is faced with an important issue. This article on the basis of brand marketing related theory of a systematic combing, This paper makes a comprehensive and in-depth study on the brand marketing strategy of Shenzhen G glasses Company. The content of brand marketing is mainly attributed to the aspects of design and positioning, communication and development, maintenance and extension, etc. This paper analyzes the development course, development environment and marketing strategy of G glasses Company, and deeply analyzes the problems existing in the brand marketing of G Company, such as the lag of brand establishment, the difficulty of store marketing, the weakness of network sales, and so on. Then it designs the brand marketing scheme, establishes the principles of brand marketing, studies the target market selection and brand marketing positioning, the design and dissemination of brand marketing, the maintenance and extension of brand marketing, etc. Finally, the paper puts forward the guarantee measures for the implementation of brand marketing plan, such as integrating enterprise resources, focusing on enterprise culture and establishing reasonable marketing system, and puts forward the evaluation system of brand marketing scheme implementation from two aspects: implementation ability and implementation effect. This article thinks that the spectacles industry as a unique industry, its consumer's consumption behavior times is repeated many times, that is to say, its customers are likely to be very large, so the company in the process of brand marketing, We must emphasize the uniqueness, diversity, and brand value of our own products. We must give consumers a sense of product-specific culture. At the same time, brand marketing strategies should be formulated on the basis of the company's strategic significance, and should be improved in a timely manner according to the development of the market and culture. Deeply grasp the consumer's consumer psychology and different regions, different tastes, different levels of consumer demand changes, continue to track the market survey.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.8

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