【作者】 王宇；

【导师】 杨智；

【作者基本信息】 湖南大学 ， 工商管理， 2011， 硕士

【摘要】 浏阳花炮是一个传统的小产业,是当地的支柱产业,为浏阳地区的经济社会发展和群众的就业做出了非常巨大的贡献。随着全球经济持续的不断发展,人们的需求愈加丰富,花炮产业又迎来新的生机和前景,当前正处在一个快速发展的阶段。但是行业内部也存在严重的问题,技术不高,竞争不规范等等,尤其没有一个强势的品牌。光远飞鹰公司作为浏阳花炮的前五强之一,如何做强“飞鹰”的花炮品牌,有着很长的道路要走。未来的营销是品牌的战争,是以品牌互争长短的竞争,拥有市场比拥有工厂更重要,而拥有市场的唯一途径是拥有占主导地位的强势品牌。在品牌战略中有两大块的内容有待进一步研究,一块是品牌定位的方法论问题,一块是品牌延伸策略的探讨。本文就是针对企业品牌定位的方法论所做的研究。在广泛吸收国内外现有研究成果的基础上,本文对品牌定位的内涵、策略和品牌定位的过程进行了深入的剖析。在立足于光远飞鹰公司的基础上,本文分析了光远飞鹰公司所处的行业环境、竞争对手、花炮消费者以及公司自身的能力和经营状况。通过定性和定量的方法,找到光远飞鹰公司现在的品牌定位存在的问题,还分析了存在这些问题的原因。本论文以消费者为导向进行研究,以国内外相关理论及测评模型方法为基础,并以理论分析、数学方法、模型构建、实证研究为主线进行研究,利用品牌定位图建立了品牌定位测评的指标体系,并将因子分析法引入到品牌定位及测评中。本文共分五个部分,第一部分阐述了研究的背景和意义、研究思路和研究方法,第二部分对国内外关于品牌定位的理论进行了详细介绍,第三部分根据相关理论构建了品牌定位的测评指标体系,第四部分进行问卷调查和设计,并进行了实证研究,第五部分根据实证分析的结果提出了光远飞鹰公司品牌定位的整合传播及保障策略。本论文在深入研究相关理论及方法的基础上,建立品牌定位测评的指标体系,探讨了进行品牌定位和测评的数学方法,并以光远飞鹰公司品牌为例,在调研基础上对建立的品牌定位与品牌定位测评进行了实证研究。论文通过上述研究,希望能为研究对象在品牌定位方面提出具有现实意义的建议,同时,该研究方法对于其他花炮公司同时具有一定的借鉴意义。更多还原

【Abstract】 Liuyang’s fireworks making is a traditional small industry, a local pillar industry that has made a huge contribution to the region’s employment, economic and social development. With the continuous development of the global economy and people’s demand for increasingly rich, fireworks industry meets a new vitality and prospects, hence it is at a stage of rapid development. But within the industry there are also serious problems, technology is not that high-tech, competition is not under regulation, and so, especially without a strong brand in the market. As for Guangyuan Eagle Liuyang Fireworks Company, one of the top five in the market has a long way to go to strengthen its "Eagle" brand.Marketing is going to be the war of brands, it will be based on brands, hence with the market is more important than a factory, and the only way to have a market dominated by a strong brand. This paper takes Guangyuan Eagle Company for the study. There are two blocks relating to brand strategy that need further study, one is the methodology for brand positioning, the other is brand extension strategy. This article focuses on the research of methodology for corporate brand positioning. Based on a wide absorption of existing research results from home and abroad, the inner content, strategy and process of brand positioning are conducted with in-depth analysis. Based on Guangyuan Eagle, industry environment, competitors, fireworks consumers and the company’s capabilities and business operations are discussed. Through qualitative and quantitative methods, the main points for brand positioning and building as well as reasons behind them are found. This consumer-oriented study is based on related model and measurement method home and abroad, and theoretical analysis, mathematical methods, modeling, empirical research are the main lines for study. At the same time, it also discusses the current status of domestic and foreign research, evaluation index system of brand positioning are established through brand positioning map after thorough analysis of the theory of branding and positioning, and factor analysis method is introduced for brand positioning and measurement. There are five parts in this article, the first part describes the background and significance, research ideas and research methods, and the second part describes the brand positioning theories from home and abroad in detail, Evaluation Measurement System for brand positioning is constructed in the third part, the fourth part of the questionnaire survey and the design and conduct an empirical study, the fifth part of the empirical analysis based on the results presented Guangyuan Eagle brand positioning strategy of integrated communication and security.Based on in-depth research of relevant theory and methods, this paper constructs an evaluation index system for brand positioning, discusses the mathematical methods for positioning and evaluation, focuses on "Eagle" brand, and conducts an empirical study on brand positioning and evaluation. This research is putting forward the practical significance for brand positioning, in the hope of bringing certain significance for other fireworks companies at the same time.更多还原