品牌定位的失误与对策分析——以福建美克体育用品公司为例.docx

品牌定位的失误与对策分析——以福建美克体育用品公司为例 摘要 随着社会的发展，经济的全球化，社会体制的不断建立健全，企业创造属于自己的品牌尤为重要。品牌是一个企业对外展示的名片，品牌定位影响企业的战略方针及决策的制定。品牌的成功与否关乎一个企业能否在市场经济中立足，并取得较好的成绩。本文总结了企业品牌定位的失误并制定了相应的对策分析，同时以福建美克体育用品公司进行了实例分析。 关键词：品牌 品牌定位 对策 ABSTRACT With the development of society, economic globalization, social system has been continuously improving, create our own brand is very important. The brand is the external display of an enterprise name card, brand positioning is an important factor in enterprise's strategic direction and decision making. Brand success or not relates to an enterprise can gain a foothold in the market economy, and achieved good results. This paper summarized enterprise brand positioning errors and to develop the corresponding countermeasure analysis, at the same time, using Meike Sports as an example of analysis. Key words: brand, brand positioning, countermeasure 目录  TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc444976340" 摘要  PAGEREF _Toc444976340 \h 1  HYPERLINK \l "_Toc444976341" ABSTRACT  PAGEREF _Toc444976341 \h 1  HYPERLINK \l "_Toc444976342" 1. 研究背景及意义  PAGEREF _Toc444976342 \h 3  HYPERLINK \l "_Toc444976343" 2. 品牌定位的现状与失误  PAGEREF _Toc444976343 \h 4  HYPERLINK \l "_Toc444976344" 2.1品牌的概念  PAGEREF _Toc444976344 \h 4  HYPERLINK \l "_Toc444976345" 2.2品牌定位的意义  PAGEREF _Toc444976345 \h 4  HYPERLINK \l "_Toc444976346" 2.3品牌定位的现状  PAGEREF _Toc444976346 \h 4  HYPERLINK \l "_Toc444976347" 2.4品牌定位的失误  PAGEREF _Toc444976347 \h 4  HYPERLINK \l "_Toc444976348" 3. 品牌定位的策略分析  PAGEREF _Toc444976348 \h 5  HYPERLINK \l "_Toc444976349" (一)属性定位  PAGEREF _Toc444976349 \h 5  HYPERLINK \l "_Toc444976350" (二)利益定位  PAGEREF _Toc444976350 \h 5  HYPERLINK \l "_Toc444976351" (三)使用者定位  PAGEREF _Toc444976351 \h 5  HYPERLINK \l "_Toc444976352" (四)消费者定位  PAGEREF _Toc444976352 \h 5  HYPERLINK \l "_Toc444976353" (五)竞争者定位  PAGEREF _Toc444976353 \h 6  HYPERLINK \l "_Toc444976354" (六)产品类别定位  PAGEREF _Toc444976354 \h 6