芬蘭頌拓（SUUNTO）手表在中國品牌擴(kuò)張戰(zhàn)略研究
發(fā)布時間：2018-11-17 19:35
【摘要】：論文從介紹手表行業(yè)背景開始，通過對國外品牌擴(kuò)張現(xiàn)有概念和策略的理解，結(jié)合芬蘭頌拓（SUUNTO）手表在中國品牌擴(kuò)張的經(jīng)驗(yàn)，總結(jié)出國外手表品牌在國內(nèi)擴(kuò)張必須走適合中國國情的道路。 首先論文介紹了手表品牌戰(zhàn)略基本理論，分別是品牌擴(kuò)張概念，品牌擴(kuò)張策略，品牌擴(kuò)張的階段和模式，，其次通過手表產(chǎn)業(yè)外部環(huán)境和內(nèi)部環(huán)境做分析。闡述了手表行業(yè)國內(nèi)外的發(fā)展趨勢和頌拓手表在國內(nèi)外的不同現(xiàn)狀。 頌拓的中國的戰(zhàn)略方法包括競爭對手狀況的分析，內(nèi)部必要性分析和SWOT分析。最后論文列舉了頌拓對于中國市場的品牌擴(kuò)張實(shí)施，包括消費(fèi)者為上，開發(fā)適合中國產(chǎn)品，打造戶外奢侈品購物體驗(yàn)，適合的品牌形象和代言人和加強(qiáng)零售店鋪管理多樣化的實(shí)施方法。 文中的亮點(diǎn)在于總結(jié)出手表品牌擴(kuò)張需要采取多樣化的終端營運(yùn)方式，與國外一般只通過代理商銷售不同，為了讓產(chǎn)品盡可能在全中國覆蓋，需要采取直營，代理商和網(wǎng)購商務(wù)模式同時進(jìn)行。 其次，與國外在商場鐘表專柜或者獨(dú)立旗艦店銷售手表不同的是，面對國內(nèi)不同層次和階層的消費(fèi)者，必須采用多渠道戰(zhàn)略，除了傳統(tǒng)百貨渠道，還需要根據(jù)產(chǎn)品特性開辟戶外門店和網(wǎng)購渠道，以滿足細(xì)分消費(fèi)市場的需求。 最后從產(chǎn)品和市場戰(zhàn)略上更需要采取符合國內(nèi)消費(fèi)者口味的措施，比如轉(zhuǎn)為中國設(shè)計(jì)表款，采用國內(nèi)明星代言，以及加強(qiáng)零售形象和消費(fèi)者體驗(yàn)等，簡而言之就是讓消費(fèi)者覺得自己購買的是身份的象征，這與國外購買手表作為生活品質(zhì)提高或者對美的追求的概念有很大區(qū)別。 為了闡述這個論點(diǎn)，論文首先對企業(yè)進(jìn)行內(nèi)部和外部環(huán)境綜合分析讓讀者了解其發(fā)展背景，其次利用SWOT分析法對芬蘭頌拓（SUUNTO）手表品牌進(jìn)行了自我鑒定，全面研究了品牌的特點(diǎn)和細(xì)節(jié)，并研究了在國內(nèi)的競爭對手狀況。文章的重點(diǎn)部分在于第五第六章，通過芬蘭頌拓（SUUNTO）的品牌擴(kuò)張的詳細(xì)步驟和實(shí)施策略描述解釋了理論的關(guān)鍵所在，最后的總結(jié)也例舉了品牌擴(kuò)張中的失敗和經(jīng)驗(yàn)教訓(xùn)，希望可以給到同行借鑒和幫助
[Abstract]:This paper begins with the introduction of the industry background of watches, through the understanding of the existing concepts and strategies of foreign brand expansion, combined with the experience of (SUUNTO) watch brand expansion in China. Summing up the foreign watch brand in the domestic expansion must follow the road suited to China's national conditions. Firstly, the paper introduces the basic theory of watch brand strategy, which is the concept of brand expansion, the strategy of brand expansion, the stage and mode of brand expansion, and then analyzes the external and internal environment of watch industry. This paper expounds the development trend of watch industry at home and abroad and the different status quo of Songtuo watch at home and abroad. Songtuo's strategic approach to China includes the analysis of competitors' status, internal necessity and SWOT analysis. Finally, the thesis enumerates the brand expansion of Xuntuo to the Chinese market, including the consumer-oriented, the development of suitable Chinese products, the creation of outdoor luxury shopping experience, Suitable brand image and spokesperson and the implementation method of strengthening the diversification of retail store management. The bright spot in this paper is to sum up that the watch brand expansion needs to adopt the diversified terminal operation way, and generally only sells through the agent in the foreign country, in order to make the product as far as possible in the entire China coverage, needs to take the direct management. Agents and online shopping business model at the same time. Secondly, unlike overseas sales of watches at shopping malls and watch counters or independent flagship stores, facing domestic consumers of different levels and strata, they must adopt a multi-channel strategy, in addition to the traditional department stores. We also need to open outdoor stores and online shopping channels according to the characteristics of products to meet the demand of subdivided consumer market. Finally, in terms of product and market strategy, it is even more necessary to adopt measures that suit the tastes of domestic consumers, such as converting to Chinese design tables, adopting domestic celebrity endorsements, and strengthening the retail image and consumer experience, and so on. In short, it makes consumers feel like they are buying a status symbol, which is very different from buying a watch abroad as a concept of improved quality of life or pursuit of beauty. In order to expound this argument, the thesis firstly makes a comprehensive analysis of the internal and external environment of the enterprise so that readers can understand its development background, and then uses the SWOT analysis method to self-identify the (SUUNTO) watch brand in Songtuo, Finland. Comprehensive study of the characteristics and details of the brand, and the situation of domestic competitors. The key part of this paper lies in the fifth and sixth chapter, which explains the key of the theory through the detailed steps and implementation strategy description of (SUUNTO) brand expansion in Finland. The final summary also gives examples of the failure and experience in brand expansion. I hope I can give my colleagues reference and help.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.4
本文編號：2338839
[Abstract]:This paper begins with the introduction of the industry background of watches, through the understanding of the existing concepts and strategies of foreign brand expansion, combined with the experience of (SUUNTO) watch brand expansion in China. Summing up the foreign watch brand in the domestic expansion must follow the road suited to China's national conditions. Firstly, the paper introduces the basic theory of watch brand strategy, which is the concept of brand expansion, the strategy of brand expansion, the stage and mode of brand expansion, and then analyzes the external and internal environment of watch industry. This paper expounds the development trend of watch industry at home and abroad and the different status quo of Songtuo watch at home and abroad. Songtuo's strategic approach to China includes the analysis of competitors' status, internal necessity and SWOT analysis. Finally, the thesis enumerates the brand expansion of Xuntuo to the Chinese market, including the consumer-oriented, the development of suitable Chinese products, the creation of outdoor luxury shopping experience, Suitable brand image and spokesperson and the implementation method of strengthening the diversification of retail store management. The bright spot in this paper is to sum up that the watch brand expansion needs to adopt the diversified terminal operation way, and generally only sells through the agent in the foreign country, in order to make the product as far as possible in the entire China coverage, needs to take the direct management. Agents and online shopping business model at the same time. Secondly, unlike overseas sales of watches at shopping malls and watch counters or independent flagship stores, facing domestic consumers of different levels and strata, they must adopt a multi-channel strategy, in addition to the traditional department stores. We also need to open outdoor stores and online shopping channels according to the characteristics of products to meet the demand of subdivided consumer market. Finally, in terms of product and market strategy, it is even more necessary to adopt measures that suit the tastes of domestic consumers, such as converting to Chinese design tables, adopting domestic celebrity endorsements, and strengthening the retail image and consumer experience, and so on. In short, it makes consumers feel like they are buying a status symbol, which is very different from buying a watch abroad as a concept of improved quality of life or pursuit of beauty. In order to expound this argument, the thesis firstly makes a comprehensive analysis of the internal and external environment of the enterprise so that readers can understand its development background, and then uses the SWOT analysis method to self-identify the (SUUNTO) watch brand in Songtuo, Finland. Comprehensive study of the characteristics and details of the brand, and the situation of domestic competitors. The key part of this paper lies in the fifth and sixth chapter, which explains the key of the theory through the detailed steps and implementation strategy description of (SUUNTO) brand expansion in Finland. The final summary also gives examples of the failure and experience in brand expansion. I hope I can give my colleagues reference and help.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.4
【參考文獻(xiàn)】
相關(guān)期刊論文 前3條
1 陸娟;企業(yè)品牌發(fā)展階段戰(zhàn)略研究[J];財(cái)經(jīng)論叢(浙江財(cái)經(jīng)學(xué)院學(xué)報(bào));2003年03期
2 任榮;;跨國公司對華品牌擴(kuò)張模式的適用性分析[J];經(jīng)濟(jì)問題;2005年12期
3 田祖海;跨國公司的品牌擴(kuò)張戰(zhàn)略與中國企業(yè)的對策[J];武漢理工大學(xué)學(xué)報(bào)(社會科學(xué)版);2001年05期
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