年客牛仔的品牌推广现状及改进研究.docVIP

摘 要 目前国内大多数牛仔企业仅仅把品牌作为卖生产品而存在的附属物，以至于过于简单盲目的进行展货、促销和扩张，而忽略了对品牌有效的培育。因此，面对这样的现状，国内的休闲装企业急需针对自身品牌建设的现状和存在的问题，为品牌制定公道有效的企业品牌营销策略，以达到对品牌的确立和提升。 本文结合所学到的品牌推广方面的理论知识，着力分析年客牛仔在品牌化道路进程中出现的一些问题，揭示潜藏在其背后的对于品牌理念和营销手段等方面的困惑和疑惑，为牛仔企业介绍一些较为先进并能够对市场产生积极促进作用的品牌理论研究，为他们提供一些切实可行的建议措施。 本文将理论研究与实地调查研究相结合，在牛仔产业群雄逐鹿但还未出现主导品牌的背景下，将“年客”的品牌推广作为主要研究对象，首先分析了年客牛仔的战略环境，同时结合年客牛仔的品牌定位，对年客牛仔品牌发展的现状及问题进行了仔细地阐述，并在此基础上提出个人对年客品牌推广的改进建议和观点。 关键词：年客牛仔、品牌环境、品牌战略、品牌定位、品牌推广 Abstract Now most Chinese jeans companies just put brand as an appendage selling Health Product, which is too simple to show the blind goods, promotion and expansion, neglecting the cultivation of the brand effectively. So, faced with this situation, the domestic need to build their own status and settle the problems for the brand to develop fair and effective brand marketing strategies to achieve the establishment and promotion of the brand. With learned of the brand promotion of theoretical knowledge, the article focus to analysis some problems on the way to brand promotion of Nianker jeans and reveal the confusion and doubt that hidden behind the brand in brand concept and marketing ideas and so on, to provide some advanced the brand theory which also can have a positive role in market and some practical measures proposed for Cowboy Enterprises. The article combines the theoretical research and field studies, in the background that the denim brands crowded but have not yet appeared , and put brand promoting of Nianker jeans as the main object of study, First analyzes the strategic environment of Nianker jeans, combined with brand positioning of Nianker jeans, and elaborates the current situation and issues of the brand promoting of Nianker jeans, and on this basis give personal suggestions and ideas of brand promotion Nianker jeans Keywords: Nianker jeans、Brand environment、Brand strategy、Brand positioning、Brand Promotion 目录 中文摘要…………………………………………………….…………………..……1英文摘要…………………………………………………………..…………………..2第1章 绪论………………………………………………………