金螳螂建筑装饰品牌战略研究精选.pdfVIP

金螳螂建筑装饰品牌战略研究 中文摘要 金螳螂建筑装饰品牌战略研究 中文摘要 我国建筑装饰行业实现了二十多年的快速发展，市场竞争日益激烈，竞争手段日 趋同质化，不少企业意欲通过品牌来提高自身的竞争水平，但其品牌管理模式已严重 阻碍了品牌的建设与发展。对于建筑装饰企业来说，如何将品牌的战略决策贯彻落实 到企业的方方面面将成为决定企业能否可持续发展的关键。 本文以金螳螂建筑装饰品牌作为研究对象，以品牌相关理论为基础，具体研究了 金螳螂建筑装饰品牌建设的成功与不足之处，并根据战略管理的相关知识，提出了规 划品牌愿景、提炼品牌核心价值、创建品牌识别系统、完善品牌架构、设置管理品牌 机构、开展品牌营销等六个方面的品牌战略建议以及注重质量、应对品牌危机、关注 创新三方面的品牌战略实施保障措施。希望通过本文的研究，为金螳螂以及建筑装饰 企业的品牌战略的完善提供些许帮助，促进该企业和该行业的可持续发展。 【关键词】金螳螂 建筑装饰 品牌建设 品牌战略 作 者：殳周莉 指导老师：王 俊 I Abstract A Brand Strategy Research on Gold Mantis A Brand Strategy Research on Gold Mantis Abstract China’s ornament decoration circle has enjoyed a fast development during the past twenty years, while the market competition environment becomes more and more fierce and competition methods used are more or less the same. Many companies want to raise their competence by using brand however their brand management models have been against their brand construction practices. As for them the key in achieving sustainable development is to carry out brand strategy practices in all ways. Taken gold mantis as a case study and based on brand theories, this article has carefully studied the gold mantis’ disadvantages of brand construction, therefore brings out six suggestions to perfect its brand strategy like planning brand vision, finding core brand value, building brand identification system, perfecting brand structure, building brand organization and using marketing and three means like foc