中國改革開放近四十年來,中國的燈飾照明行業(yè)也從無到有,取得了快速的發(fā)展。在中山市古鎮(zhèn)、橫欄鎮(zhèn)等地區(qū)的照明產(chǎn)業(yè)基地地從最初的數(shù)家企業(yè)發(fā)展到如今的上萬家規(guī)模不等的企業(yè)。同時在燈飾照明行業(yè)也涌現(xiàn)了一批優(yōu)秀的擁有自主品牌的企業(yè),例如歐普照明、雷士照明、三雄極光、佛山照明…等。但大多數(shù)中小燈飾企業(yè)仍以代工為主,缺乏自主品牌。在日趨激烈的市場競爭中,面臨著發(fā)展的困境。本文以中山市F燈飾有限公司為例,該公司創(chuàng)立于2008年,公司位于中山市橫欄鎮(zhèn),近年來面臨著發(fā)展的困境和發(fā)展瓶頸。主要原因有以下三方面:1)燈飾照明行業(yè)面臨非常激烈的競爭目前已經(jīng)形成了激烈的紅海市場;2)產(chǎn)品面臨著嚴重同質(zhì)化;3)由于該公司是長期給海外品牌代工,終端消費者認知度低。近年來面臨著企業(yè)運營成本上升,由于與海外客戶的議價能力相對弱,利潤下滑、盈利困難,從而面臨著巨大的挑戰(zhàn)。本文在數(shù)字化營銷背景下研究F燈飾有限公司自主品牌的創(chuàng)建,首先運用PEST工具分析了燈飾照明行業(yè)的宏觀環(huán)境,然后運用五力模型分析了F燈飾公司五個維度的競爭能力并以凱勒的品牌資產(chǎn)創(chuàng)建理論模型為基礎,對F公司目前品牌創(chuàng)建中存在的主要問題進行分析,發(fā)現(xiàn)品牌識別的缺失... 

【文章來源】：廣東外語外貿(mào)大學廣東省

【文章頁數(shù)】：90 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Objectives and Significance
    1.3 Research Methods
    1.4 Research Structure and Contents
Chapter 2 Literature Review
    2.1 Brand Equity
    2.2 Model of Brand Equity Building Theory
    2.3 Brand Identity
    2.4 Brand Positioning
    2.5 Integrated Brand Communication
Chapter 3 Lighting Industry Conditions and Case Description
    3.1 Current Condition of Lighting Industry
        3.1.1 Current Condition of Lighting Industry Abroad
        3.1.2 Current Condition of Lighting Industry at Home
        3.1.3 Development of Digital Marketing of Lighting Industry in China
    3.2 Case Description
        3.2.1 Brief Introduction of F Lighting Company
        3.2.2 Organizational Structure of F Lighting Company
        3.2.3 Current Condition of Brand and Marketing
Chapter 4 Case Analysis
    4.1 PEST Analysis of Brand Building of Lighting Industry
        4.1.1 Political Factors
        4.1.2 Economic Factors
        4.1.3 Social Factors
        4.1.4 Technological Factors
    4.2 Analysis of F Company’s competitive competence by Porter’ Five Forces Model
        4.2.1 Suppliers’ Bargaining Power
        4.2.2 Buyers’ Bargaining Power
        4.2.3 Capabilities of Potential Competitors’ Entry
        4.2.4 Capabilities of Substitutes
        4.2.5 Degree of Competition in Industry
    4.3 Comparison Analysis of Domestic Benchmark Brands in the Industry
    4.4 Major Problems of Brand Building of F Company and Causes
        4.4.1 Weak Brand Strategic Awareness of Top Managers
        4.4.2 Incomplete Brand Identity
        4.4.3 Unclear Brand Positioning
        4.4.4 Narrow Brand Marketing and Communication Channels
Chapter 5 Brand Building Plans of F Company
    5.1 Brand Building Ideas Based on CBBE Pyramid Model
    5.2 Brand Identity System Building Plans of F Company
        5.2.1 Build BIS from the Perspective of Product
        5.2.2 Build BIS from the Perspective of Organization
        5.2.3 Build BIS from the Perspective of Individuals
        5.2.4 The Choice of Brand Connections
        5.2.5 Optimize the Overall VI Design of the Company
    5.3 Focus on Market Segments and Define Brand Positioning
        5.3.1 Brand Positioning from the Perspective of Product
        5.3.2 Brand Positioning from the Perspective of Consumer
        5.3.3 Brand Positioning from the Perspective of Competitor
    5.4 Integrated Brand Communication Plans of F Company
        5.4.1 Internal Integrated Brand Communication Plans
        5.4.2 External Integrated Brand Communication Plans
Chapter 6 F Company’s Implementation Guarantees of Brand Building Strategies Based on Digital Marketing Background
    6.1 Conceptual Guarantee
    6.2 Organizational Guarantee
    6.3 Financial Guarantee
Chapter 7 Conclusion and Prospects
    7.1 Conclusion
    7.2 Limitations and Prospects
REFERENCES
Appendix


【參考文獻】：
期刊論文
[1]2018年中國照明電器行業(yè)運行情況及趨勢展望[J]. 溫其東.  中國照明電器. 2019(02)
[2]品牌關系質(zhì)量本土化模型的建立與驗證[J]. 何佳訊.  華東師范大學學報(哲學社會科學版). 2006(03)
[3]品類個性的形成與作用機理[J]. 周志民.  深圳大學學報(人文社會科學版). 2006(02)
[4]論品牌資產(chǎn)的定義[J]. 盧泰宏,黃勝兵,羅紀寧.  中山大學學報(社會科學版). 2000(04)

碩士論文
[1]北京現(xiàn)代汽車ix35數(shù)字營銷方案研究[D]. 李冉.河北工業(yè)大學 2013



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