霞飞诺公司的品牌策略分析和研究.pdfVIP

而能令其自身优势充分发挥、并能及时有效的应对市场的变化，具有 较强的可操作性和可行性。 关键词：品牌，品牌定位，品牌创新，SWOT 分析 THE ANALYZE AND RESEARCH OF SAFILO COMPANY FOR BRAND STRATEGY ABSTRACT This thesis describes the company of SAFILO Co., Ltd., in order to adapt the increasingly fierce market competition environment, which faced the choice and did the systematic thinking in the process of the brand strategic transformation. That is how to carry out the further brand position, how to choose the new ideal. Especially, this paper analyzes the effect of fulfilling the strategic transformation via brand innovation. The paper is composed of the five parts. The first part, it introduces the background of writing this thesis, making the research goal, methods of analysis and the thought of research. In the second part, I firstly describe the development status of the industry, and then depict the SAFILO Corporation’s general situation as the important point. The third part, I analyze mainly the inside and outside business environment of the company, and the disadvantage and crisis of the traditional brand strategy and set up the key external and internal factor evaluation matrix. The fourth part, I mainly introduce the systematic thinking which the company made in order to put into effect the decision of the brand strategic transformation, and bring forward some useful suggestion through several detailed analyse in different aspects. And I research the potential defect in the future. In the last part, I summarize the paper and point out the glasses industry still need to carry out more struggling efforts to practise in order that they could implement the real target of the strategic transformation. Key words: Brand, Brand position, Brand innovation, 目录 绪论 1 0.1 本课题的研究背景1 0.2 本课题的研究方法及意义3 第一章 霞飞诺公司简介5 1.1