C公司品牌定位研究

发布时间：2024-02-15 03:25

　　随着国家产业升级的进一步深化,对于国内生产企业的要求从生产高品质的产品逐步向生产高附加值的产品转变,而为了达到增加产品附加值的目标,除了提供更高的科技含量、更好的设计等产品层面的改进措施外,由品牌带来的溢价能力至关重要。而国家持续推进产业升级,其中重要的原因是国内传统的生产企业面临的内外部竞争压力。随着人们生活水平的不断提高,消费者对于自身的需求了解更为透彻,在消费水平提高、需求量增大的同时,也越来越倾向于需求多元化,形成了众多的细分市场。在国际市场竞争环境日益激烈的今天,由于在高速发展期对品牌建设缺乏重视和投入,国内生产企业即使提供了满足特定消费人群需求的优质产品,却由于品牌定位不清晰,难以在其心智中形成统一且良好的认知。本文以户外用品生产销售企业骆驼公司为研究对象,试图通过对骆驼公司品牌定位的优化,使其品牌价值得以持续积累。本文以访谈和调查的形式了解了骆驼公司与品牌定位相关的领域所存在的问题,通过引用消费者价值体系模型、POP、POD等理论工具对骆驼公司的现状进行分析,并尝试利用品牌定位系统模型从多个维度构建适合骆驼公司的品牌定位方案。本文基于对实际信息的收集,结合C公司实际消费人...

【文章页数】：74 页

【学位级别】：硕士

【文章目录】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Methods and Significance
        1.2.1 Research Methods
        1.2.2 Research Significance
    1.3 Research Content and Ideas
        1.3.1 Research Content
        1.3.2 Research Ideas
Chapter Ⅱ Literature Review
    2.1 Brand Overview
        2.1.1 Definition of Brand
        2.1.2 Brand Effect
    2.2 Brand Positioning Theory
        2.2.1 Theoretical Definition of Brand Positioning
        2.2.2 Relevant Models of Brand Positioning
        2.2.3 Steps of Brand Positioning
    2.3 Research Status of Domestic and Abroad
        2.3.1 Abroad Research Status
        2.3.2 Domestic Research Status
    2.4 Research Review
Chapter Ⅲ Case Description
    3.1 Background of Domestic Outdoor Industry
    3.2 Brand Positioning History of C Company
        3.2.1 Introduction to C Company
        3.2.2 Brand Positioning of C Company in 2003-2008
        3.2.3 Brand Positioning of C Company in 2008-2013
        3.2.4 Brand Positioning of C Company from2013 to Now
    3.3 Cognitive Status of Brand Positioning of C Company
    3.4 Problems in Brand Positioning of C Company
        3.4.1 Investigation methods for brand positioning problems
        3.4.2 Current situation of brand positioning
        3.4.3 Specific problems of brand positioning
Chapter Ⅳ Case Analysis
    4.1 Cause Analysis of Positioning Problems
    4.2 Analysis of Relevant Positioning Model
        4.2.1 Analysis of Multifunctional Reference Framework
        4.2.2 SWOT Analysis of C Company
        4.2.3 Analysis of Consumer Value System
        4.2.4 Brand Positioning System Model Analysis
Chapter Ⅴ Optimization of the Company's Brand Positioning
    5.1 Orientation Optimization Direction Selection
    5.2 Specific Optimization Scheme
    5.3 Suggestions for New Category Operation
    5.4 Difficulties and Solutions
Chapter Ⅵ Conclusion
REFERENCE



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