本文選題：品牌 + 地板品牌　； 參考：《南京理工大學(xué)》2013年碩士論文

【摘要】：目前,木地板市場(chǎng)的競(jìng)爭(zhēng)越來(lái)越激烈,想要與對(duì)手競(jìng)爭(zhēng)的話,前提就是將企業(yè)盡快做大做強(qiáng),而其中最關(guān)鍵要素的就是品牌,任何一家企業(yè)想要成功,其不可或缺的條件就是要擁有一個(gè)高美譽(yù)度較和知名度的成功品牌。通過(guò)對(duì)品牌策略的得當(dāng)運(yùn)用,開(kāi)展品牌建設(shè),企業(yè)才能突出重圍,在競(jìng)爭(zhēng)中立于不敗之地。 當(dāng)前,雖然受到房地產(chǎn)調(diào)控政策的影響,但地板市場(chǎng)依然景氣,國(guó)外和國(guó)內(nèi)的需求量旺盛,給地板企業(yè)帶來(lái)了機(jī)遇同時(shí)也帶來(lái)了前所未有的挑戰(zhàn)。作為國(guó)內(nèi)的地板企業(yè),最需要解決的問(wèn)題就是如何從環(huán)保、品質(zhì)和技術(shù)等方面滿足各方市場(chǎng)的要求,從而在激烈的市場(chǎng)競(jìng)爭(zhēng)中生存。相應(yīng)的,為幫助國(guó)內(nèi)地板企業(yè)健康持續(xù)地發(fā)展,最具現(xiàn)實(shí)意義的舉措,就是針對(duì)國(guó)內(nèi)的地板企業(yè),科學(xué)合理地構(gòu)建出一套品牌戰(zhàn)略的研究體系。 本文對(duì)常州TS木地板的品牌戰(zhàn)略進(jìn)行了大量的研究,并查閱了大量的文獻(xiàn)資料及文章,首先對(duì)一些重要名詞(如品牌、品牌戰(zhàn)略等)進(jìn)行了闡述,并對(duì)目標(biāo)公司的情況作了簡(jiǎn)介,通過(guò)對(duì)該企業(yè)實(shí)施木地板品牌戰(zhàn)略的分析,尤其是對(duì)內(nèi)外部環(huán)境的分析,引出了相關(guān)理論,如品牌戰(zhàn)略構(gòu)建與實(shí)施等；然后將TS企業(yè)的特點(diǎn)與品牌戰(zhàn)略相結(jié)合,并以此為基礎(chǔ)全面分析了公司的概況、公司發(fā)展品牌的歷程和建設(shè)品牌的現(xiàn)狀,再分析、總結(jié)了公司的主要競(jìng)爭(zhēng)對(duì)手,從而在此基礎(chǔ)上制定出了TS品牌戰(zhàn)略的目標(biāo)和規(guī)劃,并重點(diǎn)探討了品牌戰(zhàn)略的構(gòu)建,在文章的最后,對(duì)如何保障TS品牌戰(zhàn)略實(shí)施等問(wèn)題也作了多方面的闡述。
[Abstract]:At present, the competition in the wood flooring market is becoming more and more fierce. If you want to compete with your competitors, the premise is to make the enterprise bigger and stronger as soon as possible, and the most important element among them is the brand. Any enterprise wants to succeed. Its indispensable condition is to have a high reputation and reputation of a successful brand. Through the proper use of brand strategy and brand building, enterprises can break through the tight circle and stand in an invincible position in the competition. At present, although affected by the real estate regulation and control policy, the floor market is still prosperous, the foreign and domestic demand is exuberant, which brings opportunities and unprecedented challenges to the flooring enterprises. As a domestic flooring enterprise, the most important problem to be solved is how to meet the requirements of all kinds of markets from the aspects of environmental protection, quality and technology, so as to survive in the fierce market competition. Accordingly, in order to help domestic flooring enterprises develop healthily and continuously, the most realistic measure is to scientifically and reasonably construct a research system of brand strategy for domestic flooring enterprises. This article has carried on the massive research to the Changzhou TS wood floor brand strategy, and has consulted the massive literature material and the article, first has carried on the elaboration to some important nouns (such as the brand, the brand strategy and so on), Through the analysis of the brand strategy of wood flooring, especially the analysis of the internal and external environment, the related theories, such as the construction and implementation of the brand strategy, are introduced. Then the characteristics of TS enterprise and brand strategy are combined, and on this basis, the general situation of the company, the history of brand development and the current situation of brand construction are analyzed, and the main competitors of the company are summarized. On the basis of this, the goal and plan of TS brand strategy are worked out, and the construction of brand strategy is discussed emphatically. At the end of the article, how to ensure the implementation of TS brand strategy is expounded in many aspects.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.92

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本文編號(hào)：2024347