發(fā)布時間：2018-04-25 03:19

  本文選題：大數(shù)據(jù) + 品牌塑造��； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：隨著移動互聯(lián)網(wǎng)的發(fā)展,智能手機已經(jīng)逐漸開始普及,再加上手機的快速更新?lián)Q代,也帶動了周圍手機配件的迅猛發(fā)展,同時更多的人開始選擇在網(wǎng)上購買這些產(chǎn)品,越來越多的手機配件企業(yè)轉(zhuǎn)入電商。在這個大數(shù)據(jù)時代,電商企業(yè)更是憑借大數(shù)據(jù)的應(yīng)用飛速發(fā)展,電商企業(yè)之間的競爭逐漸由低價競爭轉(zhuǎn)變成大數(shù)據(jù)的競爭,而隨著眾多手機配件品牌紛紛加碼電商,網(wǎng)絡(luò)消費者對手機配件的品牌也越來越重視,手機配件企業(yè)的品牌戰(zhàn)略開始面臨新的挑戰(zhàn),怎樣快速塑造品牌,獲取顧客對品牌的忠誠度是手機配件企業(yè)必須要關(guān)注的重點問題。本論文以深圳塞爾維斯科技有限公司為研究主體,首先,對手機配件市場、行業(yè)的相關(guān)資料和數(shù)據(jù)進行搜集,整理出國內(nèi)手機配件市場上的熱門配件及品牌,并進行總結(jié)歸類,詳細(xì)介紹手機配件行業(yè)發(fā)展現(xiàn)狀,根據(jù)波特五力模型對行業(yè)情況進行分析,為公司的品牌塑造打下基礎(chǔ)。其次,通過對該公司目前的運營情況及品牌現(xiàn)狀進行全面詳細(xì)的SWOT分析,找出公司自身的優(yōu)劣勢,以及外界環(huán)境給予的機會和威脅,經(jīng)過整合,總結(jié)出公司的品牌發(fā)展策略。然后,根據(jù)大數(shù)據(jù)、品牌塑造理論,針對塞爾維斯品牌現(xiàn)狀,對公司的手機配件產(chǎn)品進行全方位的品牌塑造,依據(jù)大數(shù)據(jù)在品牌塑造中的作用,提出手機配件品牌在定位、設(shè)計、傳播、維護過程中的具體實施策略,構(gòu)建出塞爾維斯的品牌塑造策略體系,明確在品牌塑造過程中所采用的各項措施。接著,根據(jù)品牌塑造策略體系進行塞爾維斯品牌塑造方案的設(shè)計,運用大數(shù)據(jù)、問卷調(diào)查法、訪談法定位新目標(biāo)市場,區(qū)分并選擇手機配件行業(yè)細(xì)分市場,進行自主品牌定位、設(shè)計、傳播和維護方案設(shè)計。最后,針對該品牌塑造方案,初步規(guī)劃自主品牌塑造評估管理辦法,對實施效果進行預(yù)測,并開發(fā)績效管理及報表系統(tǒng)進行品牌維護,提升品牌價值。
[Abstract]:With the development of the mobile Internet, smartphones have become more and more popular, coupled with the rapid upgrading of mobile phones, which has also led to the rapid development of mobile phone accessories around. At the same time, more people have begun to choose to buy these products online. More and more mobile phone accessories enterprises into e-commerce. In this era of big data, e-commerce enterprises have been developing rapidly by virtue of the application of big data. The competition among e-commerce enterprises has gradually changed from the competition of low prices to that of big data, and as many mobile phone accessories brands have increased the number of e-commerce, Internet consumers also pay more and more attention to the brand of mobile phone accessories. The brand strategy of mobile phone accessories enterprises is beginning to face new challenges, how to quickly shape the brand, Obtaining customer loyalty to the brand is a key issue that mobile phone accessories enterprises must pay attention to. This thesis takes Shenzhen Selvis Technology Co., Ltd as the main body of research. Firstly, collect the relevant information and data of the mobile phone accessories market and industry, sort out the hot accessories and brands in the domestic mobile phone accessories market, and summarize and classify them. This paper introduces the current situation of mobile phone accessories industry in detail, and analyzes the industry situation according to Porter's five-force model, which lays the foundation for the brand shaping of the company. Secondly, through the comprehensive and detailed SWOT analysis of the company's current operating situation and brand status, the author finds out the advantages and disadvantages of the company itself, as well as the opportunities and threats from the external environment, and sums up the brand development strategy of the company through integration. Then, according to big data, brand shaping theory, aiming at the current situation of Selvis brand, the company carries on the omnidirectional brand shaping to the mobile phone accessories products, according to the role of big data in the brand shaping, puts forward the mobile phone accessories brand in the localization, Design, spread and maintain the specific implementation strategy, build the brand-building strategy system of Selvis, make clear the measures used in the process of brand-building. Then, according to the brand shaping strategy system of Selves brand shaping scheme design, using big data, questionnaire survey method, interview method to locate the new target market, distinguish and select the mobile phone accessories industry segment market, carry out the independent brand positioning. Design, disseminate and maintain project design. Finally, according to the brand shaping scheme, the paper preliminarily plans the evaluation management method of independent brand shaping, forecasts the effect of implementation, and develops the performance management and report system for brand maintenance to enhance brand value.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F426.6

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