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长沙罗林摄影有限公司品牌营销策略研究

发布时间:2019-01-10 08:39  文章来源:笔耕文化传播
【摘要】: 中国商业摄影行业是一个较年轻的市场,也是一个容量巨大的市场,但国内具有较大影响力的知名品牌却很少,国内知名商业摄影企业的定位大多集中在中低端市场,一线高端市场被国外知名品牌所垄断。偌大的中国市场留下太多的空白给国外品牌,这不能不说是一个遗憾。 本文运用了品牌管理的相关理论对罗林公司旗下的三大品牌的构建、发展与战略管理进行研究。运用Aaker提出的品牌资产构成要素分析理论对罗林品牌资产管理提供参考;运用品牌延伸理论对罗林品牌的垂直延伸的发展战略提供了思路;运用整合营销的4C理论为罗林品牌战略管理研究起到了有力的支撑。 具体地,本文首先回顾品牌战略研究的相关理论,分析了国内商业摄影行业的发展趋势并描述了罗林公司的品牌现状;其次,通过调查问卷及访谈方式对潜在消费者的支出情况、消费特征及对产品的优点与不足进行了初步了解;进而,通过SWOT分析方法研究品牌的构建问题,如产品的市场定位、产品开发及发展战略等;最后,从市场发展战略、市场竞争战略、新产品发展战略、整合营销传播战略、品牌资产管理发展战略等方面组建起了罗林公司的品牌战略体系。 本文的研究是对罗林公司旗下三大品牌战略进行的理论化、系统化的梳理,对该企业的发展有着重要的影响,同时,也对我国同类型企业的品牌构建提供有益的参考。
[Abstract]:China's commercial photography industry is a relatively young market, but also a large capacity of the market, but the domestic has a greater influence of well-known brands, domestic well-known commercial photography enterprises are mostly concentrated in the low-end market. The top-end market is monopolized by famous foreign brands. The huge Chinese market leaves too much blank for foreign brands, which can not be said to be a pity. This paper studies the construction, development and strategic management of the three brands of Rowling Company by using the theory of brand management. Using the theory of component elements analysis of brand equity put forward by Aaker to provide reference for the management of Rowling's brand assets, the theory of brand extension provides ideas for the development strategy of the vertical extension of Rowling brand. The 4 C theory of integrated marketing plays a strong role in the research of Rowling's brand strategy management. Specifically, this paper first reviews the relevant theories of brand strategy research, analyzes the development trend of domestic commercial photography industry and describes the brand status of Rowling Company. Secondly, through questionnaires and interviews, the paper makes a preliminary understanding of the potential consumers' expenditure, consumption characteristics and the advantages and disadvantages of the products. Then, through the SWOT analysis method to study the brand construction problems, such as product market positioning, product development and development strategy; Finally, the brand strategy system of Rowling Company is set up from the aspects of market development strategy, market competition strategy, new product development strategy, integrated marketing communication strategy, brand asset management development strategy and so on. The research of this paper is a theoretical and systematic analysis of the three brand strategies of Rowling Company, which has an important impact on the development of the enterprise, and also provides a useful reference for the brand construction of the same type of enterprises in China.
【学位授予单位】:中南大学
【学位级别】:硕士
【学位授予年份】:2009
【分类号】:F274;F273.2;F719

【引证文献】

相关硕士学位论文 前2条

1 罗巍;南昌市旅行社业品牌建设与管理研究[D];南昌大学;2011年

2 张韵钧;品牌资产价值驱动下的品牌战略研究[D];长春理工大学;2012年



本文编号:2406109


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