方太厨具公司的品牌战略研究-工商管理专业论文.docxVIP

提 要 随着全球化浪潮的来临 厨卫小家电企业不仅要面对国内如林的竞争对手 而且还要迎接海外巨头的挑战 在产品的同质化趋势越来越明显的情况下 我们 应该注重企业的品牌建设 品牌 代表着价值 地位 品质 承诺 还有更多的 难以言喻的高附加值 进入二十一世纪 市场竞争的终极是消费市场的竞争 而 在消费市场上 消费者最注重的将是品牌 最终的市场竞争将会演变成品牌 所 以未来的市场营销是跨越国界的 无形的品牌资产的竞争 拥有了品牌资产 就 等于拥有了竞争的资本 在中国的家电企业纷纷注重品牌建设的同时 本文中的方太厨具公司 作为国内著名的厨 卫小家电生产商 正在实施 方太厨房专家 的新的品牌战略 本文以此为案例背景 全面 系统地研究分析了方太厨具公司的品牌战略管理 本文共分六个部分 在介绍了中国厨卫小家电的市场需求 方太厨具公司和 方太 品牌 后 通过市场导向模型的运用 以及对品牌和市场两者关系的分析 解释了 方太 为什么要实行品牌战略 并结合品牌资产理论 顾客导向理论 顾客让度价值理论 顾客 满意度理论 等 对 方太 品牌战略规划中最为关键的因素进行了分析 并且给出了方太厨 具公司在实施品牌战略过程中的有针对性的建议 以更加有效地实施品牌战略管理 关键词 方太 营销 品牌 战略 ABSTRACT With the sweeping of globalization, the small kitchen and bathroom home-appliance business will face challenges from overseas giants as well as fierce competition in domestic market. When the tendency of product assimilation becomes more obvious, we should put more emphasis on brand construction. Brand stands for value, status, quality, commitment, and some high-added value beyond words. In 21st century, the end of market competition is consumer market competition. And what consumers cherish most is brand, so the ultimate market competition will develop into brand competition. Therefore, marketing in the future is in fact the competition of intangible brand value that is beyond national boundaries. Owning brand value means owning capital for competition. When the kitchen and bathroom home appliance enterprises in China pay attention to brand construction, Fotile Kitchenware Cooperator in this dissertation, as a famous small home appliance supplier, is implementing a new brand strategy named Fotile Kitchen Expert. This dissertation is based on this case and provides us a comprehensive and systematic analysis on the strategic management of Fotile Kitchenware Cooperator. This dissertation is divided into six parts. After introducing the market needs of small kitchen and bathroom home appliance in China, Fotile Kitchenware Cooperator and the brand of Fotile, I explain the why Fotile should adopt brand s