發(fā)布時(shí)間：2018-04-30 00:20

  本文選題：鞋品牌 + 品牌維護(hù)�。� 參考：《陜西科技大學(xué)》2014年碩士論文

【摘要】：與國(guó)外成功（鞋類）企業(yè)品牌相比較，國(guó)內(nèi)鞋類企業(yè)由于起步晚，規(guī)模小，顯得比較薄弱；為使企業(yè)能持續(xù)長(zhǎng)久發(fā)展，提高國(guó)內(nèi)鞋類企業(yè)的品牌價(jià)值，本文以品牌維護(hù)為線索展開，從理論和實(shí)際兩方面分別敘述國(guó)內(nèi)鞋類企業(yè)品牌在發(fā)展過程中所存在的問題與不足和國(guó)外成功企業(yè)品牌維護(hù)策略。本文主要結(jié)構(gòu)分為七部分，其主要內(nèi)容如下： 第一部分，緒論。本章介紹了課題背景、課題國(guó)內(nèi)外研究現(xiàn)狀、研究目的、意義及方法。 第二部分，論文相關(guān)定義概述。本章主要是針對(duì)與論文相關(guān)的詞匯進(jìn)行簡(jiǎn)單闡述。論文首先介紹了鞋品牌的含義及作用，品牌具有增值作用，能降低消費(fèi)者購(gòu)買成本和風(fēng)險(xiǎn)等；其次敘述了鞋品牌維護(hù)的含義及作用，品牌維護(hù)不僅對(duì)產(chǎn)品、品牌附加值、軟實(shí)力等提升有很大幫助，而且有利于企業(yè)鞏固品牌原有的市場(chǎng)地位，保持品牌旺盛的生命力等；最后介紹了品牌“理念”、產(chǎn)品升級(jí)、品牌形象、品牌延伸相關(guān)定義。 第三部分，國(guó)內(nèi)鞋類企業(yè)品牌發(fā)展現(xiàn)狀。國(guó)內(nèi)鞋類企業(yè)經(jīng)過二十年的發(fā)展，，雖已形成了不錯(cuò)的規(guī)模，但與國(guó)外成功品牌相比較還存在相當(dāng)大的差距；因此，本章利用文獻(xiàn)查閱法、案例分析法以及結(jié)合國(guó)內(nèi)鞋業(yè)的實(shí)際情況，分析出國(guó)內(nèi)鞋類企業(yè)在競(jìng)爭(zhēng)激烈的市場(chǎng)中所存在的問題與不足。 第四部分，國(guó)外成功（鞋類）企業(yè)品牌維護(hù)。本章節(jié)針對(duì)國(guó)內(nèi)鞋類企業(yè)品牌的問題與不足，分別從品牌“理念”、產(chǎn)品升級(jí)、品牌形象（宣傳、服務(wù)）、品牌延伸四個(gè)方面出發(fā)，分析國(guó)外成功企業(yè)（鞋類）是如何進(jìn)行品牌維護(hù)，得出成功企業(yè)品牌維護(hù)的策略，供國(guó)內(nèi)鞋類企業(yè)借鑒。 第五部分，消費(fèi)者對(duì)鞋業(yè)品牌的認(rèn)知調(diào)研。主要運(yùn)用問卷調(diào)查法對(duì)大眾消費(fèi)者展開調(diào)查，從調(diào)研結(jié)果中了解消費(fèi)者對(duì)鞋業(yè)品牌的認(rèn)知與需求變化。 第六部分，提出國(guó)內(nèi)鞋類企業(yè)品牌維護(hù)策略。在了解消費(fèi)者需求及借鑒國(guó)外成功（鞋類）企業(yè)維護(hù)策略的前提下，試圖為國(guó)內(nèi)鞋類民營(yíng)企業(yè)及中小型企業(yè)提出適合企業(yè)品牌維護(hù)策略。如：品牌定位策略、品牌創(chuàng)新策略、人才儲(chǔ)備策略、品牌宣傳策略、品牌服務(wù)策略等。 第七部分，本文最后得出的結(jié)論。只有提高對(duì)品牌維護(hù)的重要性，才能使得一個(gè)企業(yè)長(zhǎng)久的立足于激烈的市場(chǎng)當(dāng)中。國(guó)內(nèi)鞋類企業(yè)在面臨競(jìng)爭(zhēng)日益激烈的市場(chǎng)環(huán)境下，必須重視品牌維護(hù)，要積極的為自身企業(yè)制定一個(gè)有效的品牌維護(hù)系統(tǒng)。
[Abstract]:Compared with the foreign successful (footwear) brand, domestic footwear enterprises are relatively weak because of the late start and small scale. In order to make the enterprise sustainable development and improve the brand value of the domestic footwear enterprises, this paper takes the brand maintenance as the clue, and describes the development process of the domestic footwear enterprise brand from two aspects of theory and practice. The existing problems and deficiencies and the brand maintenance strategy of foreign successful enterprises are divided into seven parts. The main contents are as follows:
The first part is introduction. This chapter introduces the background of the research, the research status quo at home and abroad, the purpose, significance and method of the research.
The second part, the summary of the relevant definition of the paper. This chapter is a brief description of the words related to the paper. First, the paper introduces the meaning and function of the shoe brand, the brand has the value added effect, can reduce the consumer purchase cost and risk. Secondly, it describes the meaning and function of the shoe brand maintenance, and the brand maintenance is not only the product, but the brand maintenance is not only the product, but also the brand maintenance is not only the product, Brand added value, soft power and other promotion help, and help enterprises to consolidate the original market position of the brand, maintain the vitality of the brand, and so on. Finally, the brand "concept", product upgrading, brand image, brand extension related definitions.
The third part, the domestic footwear enterprise brand development status. After twenty years of development, domestic footwear enterprises have formed a good scale, but there is a considerable gap compared with foreign successful brands. Therefore, this chapter uses literature review, case analysis and the actual situation in domestic shoes, and analyzes the domestic footwear. The problems and shortcomings of enterprises in the highly competitive market.
The fourth part, the brand maintenance of foreign successful (footwear) enterprises. This chapter aims at the problems and deficiencies of domestic footwear brands. From the four aspects of brand "concept", product upgrading, brand image (propaganda, service) and brand extension, this chapter analyzes how the successful foreign enterprises (footwear) is to carry out brand maintenance and obtain successful enterprise brand dimension. " The strategy of protection is used for reference by domestic footwear enterprises.
The fifth part, the consumer's cognitive research on shoe brand brand, mainly using the questionnaire survey method to investigate the public consumers, from the survey results to understand the consumer's cognitive and demand changes to the shoe brand.
In the sixth part, the brand maintenance strategy of domestic footwear enterprises is put forward. On the premise of understanding consumer demand and using foreign successful (footwear) enterprise maintenance strategies, it tries to put forward a suitable brand maintenance strategy for domestic footwear private enterprises and small and medium enterprises. For example, brand positioning strategy, brand innovation strategy, talent reserve strategy, and brand brand. Publicity strategy, brand service strategy, etc.
The seventh part, the final conclusion of this article. Only by improving the importance of brand maintenance, can an enterprise stand in the fierce market for a long time. In the face of increasingly competitive market environment, the domestic footwear enterprises must attach importance to brand maintenance and make an active brand maintenance department for their own enterprises. Unification.

【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.2;F426.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 王小麗;嚴(yán)華;;強(qiáng)勢(shì)品牌的創(chuàng)建與維護(hù)策略[J];甘肅農(nóng)業(yè);2006年10期

2 趙釗;;“李寧弓”——全新的運(yùn)動(dòng)鞋減震理念[J];體育科技文獻(xiàn)通報(bào);2006年11期

3 洪英;;“老字號(hào)”品牌形象的維護(hù)[J];藝術(shù)與設(shè)計(jì)(理論);2009年10期

4 江斌;薛慶波;朱其太;;中國(guó)鞋品出口能否迎來新的春天[J];中國(guó)檢驗(yàn)檢疫;2012年07期

本文編號(hào)：1822225