万宝路 品牌定位.doc

《市场营销学》专题研讨报告 第12专题：品牌定位—— “淑女”到“牛仔”，万宝路的品牌变性 指导老师： 学 院： 年级专业： 组 名：步步为营 组 长： 小组成员 时 间： 2014年9月21日 目录 前言 ····························································1 一、品牌定位····················································1 （一）品牌······················································1 （二）定位······················································2 （三）品牌定位··················································3 （四）为什么要进行品牌定位······································3 （五）品牌定位的辨析············································5 二、品牌定位过程···············································8 （一）找位——市场细分与目标市场选择····························8 （二）选位——确定品牌在消费者心中的位置························9 （三）提位——为品牌赋予人性化特征······························10 （四）到位——寻找消费者心中定格品牌的路径······················11 （五）调位——根据定位参照系微调品牌定位························13 三、品牌再定位··················································13 （一）品牌再定位内涵············································13 （二）品牌再定位的原因 ·········································13 （三）品牌再定位应考虑的因素····································13 （四）品牌再定位的步骤··········································14 四、案例选择理由···············································14 （一）从品牌本身来看············································14 （二）从企业发展来看············································14 （三）从理论研究来看············································14 五、从“淑女”到“牛仔”，万宝路品牌变性的分析·············15 （一）企业简介··················································15 （二）前期女性市场品牌定位分析··································16 （三）品牌再定位——大胆的变性手术······························17 六、启示与建议·················································20 （一）启示······················································20 （二）建议······················································21 参考文献························································21 第12专题：品牌细分—— “淑女”到“牛仔”，万宝路的品牌变性 14级市场营销专业 张婉 黄进 涂佳佳 夏业洋 前言 品牌是个有魔力的东西，通常一件只要100元左右的衬衣，一旦贴上普拉达、香奈儿等服饰品牌，身价至少千元以上。手机市场竞争激烈，很多产品打特价都无人问津，而高价的“苹果”却能让消费者趋之若鹜，甚至为了早一刻买到它连夜排队。是什么给了品牌那么大的魅力，让消费者甘心为品牌溢价买单