本文選題：品牌 + 品牌推廣　； 參考：《山東理工大學(xué)》2015年碩士論文

【摘要】：隨著我國對外開放不斷加深,社會穩(wěn)定,國內(nèi)經(jīng)濟(jì)穩(wěn)步增長帶動居民收入以及消費(fèi)能力的迅速提高,巨大的消費(fèi)市場空間吸引著國際品牌不斷進(jìn)入中國市場,服裝品牌更是其中重要的一部分。然而,由于對中國市場環(huán)境的陌生,以及文化上的較大差異,如何使品牌有效地融入中國市場,成為這些外來企業(yè)要面臨的現(xiàn)實(shí)問題。因此,本文作者借助在與美國HJ公司展開品牌合作的機(jī)會,在對品牌推廣等相關(guān)理論研究的基礎(chǔ)上的,結(jié)合國內(nèi)服裝市場發(fā)展?fàn)顩r和對眾多服裝品牌發(fā)展案例的分析,對美國HJ公司XX品牌進(jìn)入中國市場,XX品牌推廣的策略進(jìn)行研究。研究過程中采用SWOT管理工具對內(nèi)外環(huán)境展開分析,并從品牌目標(biāo)受眾、推廣設(shè)計(jì)方案、渠道選擇等多方面提出了針對中國市場的推廣策略,以幫助企業(yè)更快的適應(yīng)中國的市場環(huán)境。XX品牌整套推廣策略的價值在于適時把握中國消費(fèi)市場變化動向,尤其是互聯(lián)網(wǎng)下國內(nèi)外服裝企業(yè)和品牌發(fā)展所面臨諸多新挑戰(zhàn)和新機(jī)遇,通過對中國市場環(huán)境的深入分析,將XX品牌定位與消費(fèi)者的需求進(jìn)行對接;通過設(shè)計(jì)策略調(diào)整使價值提升獲得有效的支撐;建立全渠道策略,既適應(yīng)傳統(tǒng)營銷渠道,又能夠滿足電子商務(wù)等新興渠道發(fā)展需要,這些策略可以用來指導(dǎo)XX品牌較快的適應(yīng)中國市場趨勢,發(fā)揮自身優(yōu)勢,提高競爭力,提升企業(yè)的經(jīng)濟(jì)效益。
[Abstract]:With the deepening of China's opening to the outside world and social stability, the steady growth of the domestic economy has led to the rapid improvement of residents' income and consumption power, and the huge consumer market space has attracted international brands to enter the Chinese market. Clothing brand is an important part of it. However, due to the unfamiliar market environment in China and the great cultural differences, how to effectively integrate the brand into the Chinese market has become a realistic problem faced by these foreign enterprises. Therefore, the author takes advantage of the opportunity of developing brand cooperation with HJ Company in the United States, and on the basis of theoretical research on brand promotion and other related theories, combines the development situation of domestic clothing market and the analysis of many clothing brand development cases. This paper studies the strategy of XX brand promotion in Chinese market of American HJ Company. In the research process, SWOT management tools are used to analyze the internal and external environment, and from the brand target audience, promotion design scheme, channel selection and other aspects, the promotion strategy for the Chinese market is put forward. In order to help enterprises adapt to China's market environment more quickly, the value of the whole package of brand promotion strategies is to grasp the changing trends of the Chinese consumer market in a timely manner. Especially under the Internet, many new challenges and opportunities are faced by domestic and foreign garment enterprises and brand development. Through the in-depth analysis of the market environment in China, XX brand positioning and consumer needs are docked. Through the design of strategy adjustment to enhance the value to obtain effective support, the establishment of a full-channel strategy, both to adapt to traditional marketing channels, but also to meet the needs of e-commerce and other emerging channels of development, These strategies can be used to guide XX brand to adapt to the trend of Chinese market quickly, give play to its own advantages, improve its competitiveness and enhance the economic benefits of enterprises.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.86;F274

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本文編號：2097528