本文選題：品牌營銷策略　切入點：眼鏡行業(yè)　出處：《湘潭大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：從二十世紀(jì)八十年代至今，全球企業(yè)界經(jīng)歷了從產(chǎn)品經(jīng)營到資本經(jīng)營再到品牌經(jīng)營的發(fā)展階段，從而進入了全新的品牌競爭時代。隨著我國經(jīng)濟的高速發(fā)展，人民生活水平日益提高，對產(chǎn)品的需求也日趨多元化、個性化，在這樣的宏觀背景下，企業(yè)生產(chǎn)的產(chǎn)品具有差異化、多元化的特點才能滿足市場需求。尤其是對于眼鏡行業(yè)來說，我國的市場需求量日益增大，產(chǎn)品種類開始逐漸豐富多樣。在眼鏡市場競爭日趨激烈的背景下，品牌是企業(yè)在市場中的一個形象代表，故而品牌成為資本價值和市場競爭的核心，這使得品牌營銷策略日益受到企業(yè)的重視，成為企業(yè)持續(xù)發(fā)展的關(guān)鍵。所以一個企業(yè)要想穩(wěn)固自己產(chǎn)品市場的消費群體，品牌對企業(yè)生存和發(fā)展就顯得尤為重要。 深圳市G眼鏡公司經(jīng)過多年的發(fā)展，目前已初現(xiàn)規(guī)模。如何更好的適應(yīng)市場變化，怎樣才能在競爭激烈的市場環(huán)境中占據(jù)先機，成為G眼鏡公司面臨的重要問題。本文在對品牌營銷相關(guān)理論進行系統(tǒng)梳理的基礎(chǔ)之上，對深圳市G眼鏡公司的品牌營銷策略進行全面深入的研究。文章將品牌營銷的內(nèi)容主要歸結(jié)為設(shè)計與定位、傳播與發(fā)展、維護與延伸等方面；以此為理論依據(jù)，分析了G眼鏡公司的發(fā)展歷程、發(fā)展環(huán)境、營銷策略，深入剖析了G公司品牌營銷中存在的品牌創(chuàng)建滯后、門店營銷困難、網(wǎng)絡(luò)銷售乏力等問題；然后進行了品牌營銷方案設(shè)計，，確立了品牌營銷的原則，研究了G眼鏡公司的目標(biāo)市場選擇和品牌營銷定位、品牌營銷的設(shè)計與傳播、品牌營銷的維護與延伸等方案；最后提出了應(yīng)該整合企業(yè)資源、著眼企業(yè)文化、建立合理的營銷制度等品牌營銷方案實施的保障措施，并從實施能力和實施效果兩個方面提出品牌營銷方案實施的評價體系。 本文認(rèn)為眼鏡行業(yè)作為一個獨特的行業(yè)，其消費者的消費行為次數(shù)是重復(fù)多次的，也就是說其回頭客的可能是很大的，所以公司在品牌營銷的過程中，一定要強調(diào)自身產(chǎn)品的獨特性、多樣性，品牌價值的體現(xiàn)一定要給消費群體一種產(chǎn)品特有文化的感覺，要更加注重對顧客的售后服務(wù)。同時品牌營銷策略要在具有公司戰(zhàn)略意義的基礎(chǔ)上進行制定，且要及時根據(jù)市場和文化的發(fā)展而進行相適應(yīng)的改進，深深抓住消費者的消費心理以及不同地區(qū)、不同品味、不同階層消費者的需求變化，不斷的進行市場追蹤調(diào)查。
[Abstract]:From 1980s to now, the global business community has experienced a stage of development from product management to capital management to brand management, thus entering a brand new era of competition. With the rapid development of China's economy, People's living standards are improving day by day, and the demand for products is becoming more and more diversified and individualized. Under such a macro background, the products produced by enterprises are different. The characteristics of diversification can meet the market demand. Especially for the spectacles industry, the market demand in our country is increasing day by day, and the variety of products is becoming more and more diverse. Under the background of the increasingly fierce competition in the spectacle market, Brand is an image representative of enterprise in the market, so brand becomes the core of capital value and market competition, which makes brand marketing strategy more and more important. Therefore, if an enterprise wants to stabilize the consumer group of its own product market, the brand is particularly important to the survival and development of the enterprise. After many years of development, Shenzhen G glasses Company has begun to appear in scale. How to better adapt to market changes and how to take the lead in the competitive market environment, G glasses company is faced with an important issue. This article on the basis of brand marketing related theory of a systematic combing, This paper makes a comprehensive and in-depth study on the brand marketing strategy of Shenzhen G glasses Company. The content of brand marketing is mainly attributed to the aspects of design and positioning, communication and development, maintenance and extension, etc. This paper analyzes the development course, development environment and marketing strategy of G glasses Company, and deeply analyzes the problems existing in the brand marketing of G Company, such as the lag of brand establishment, the difficulty of store marketing, the weakness of network sales, and so on. Then it designs the brand marketing scheme, establishes the principles of brand marketing, studies the target market selection and brand marketing positioning, the design and dissemination of brand marketing, the maintenance and extension of brand marketing, etc. Finally, the paper puts forward the guarantee measures for the implementation of brand marketing plan, such as integrating enterprise resources, focusing on enterprise culture and establishing reasonable marketing system, and puts forward the evaluation system of brand marketing scheme implementation from two aspects: implementation ability and implementation effect. This article thinks that the spectacles industry as a unique industry, its consumer's consumption behavior times is repeated many times, that is to say, its customers are likely to be very large, so the company in the process of brand marketing, We must emphasize the uniqueness, diversity, and brand value of our own products. We must give consumers a sense of product-specific culture. At the same time, brand marketing strategies should be formulated on the basis of the company's strategic significance, and should be improved in a timely manner according to the development of the market and culture. Deeply grasp the consumer's consumer psychology and different regions, different tastes, different levels of consumer demand changes, continue to track the market survey.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.8

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