浙江海寧許村鎮(zhèn)家紡業(yè)品牌營銷研究

浙江海寧許村鎮(zhèn)家紡業(yè)品牌營銷研究

摘 要：隨著經(jīng)濟的持續(xù)繁榮，居民消費水平的不斷提高，住房條件的改善，城市化進程的進一步加快，以及人們生活觀念和生活方式的轉(zhuǎn)變，家紡產(chǎn)業(yè)發(fā)展空間越來越廣闊。近年來，國際家紡品牌搶灘中國市場的進程明顯加快。國內(nèi)的家紡產(chǎn)業(yè)現(xiàn)在還處于上升階段，各個地區(qū)的家紡企業(yè)紛紛上馬做家紡，僅長江三角洲一帶就有14000多正規(guī)廠家。許村鎮(zhèn)的家紡企業(yè)是近十幾年發(fā)展起來的，雖然企業(yè)發(fā)展速度較快，但同時在成長過程中帶來或掩蓋了一些先天不足，這些不足是企業(yè)發(fā)展中的一道硬門檻。家紡企業(yè)要渡過難關(guān)，就要繼續(xù)打造軟實力，轉(zhuǎn)變生產(chǎn)經(jīng)營方式促變革，提高應(yīng)對危機的戰(zhàn)略思考能力，在創(chuàng)新與變革中尋找出路。本文通過對許村鎮(zhèn)多家家紡企業(yè)銷售現(xiàn)狀的調(diào)查研究，理論結(jié)合實際，探索品牌營銷新思路；分析企業(yè)在品牌營銷過程中所作出的一系列措施現(xiàn)狀，從而進一步發(fā)現(xiàn)其中影響許村鎮(zhèn)家紡品牌發(fā)展步履維艱的根源問題，從而為拓寬企業(yè)品牌發(fā)展渠道、重塑企業(yè)品牌、提升企業(yè)競爭力提供創(chuàng)新性建議。
關(guān)鍵詞：許村;家紡;品牌營銷;品牌戰(zhàn)略;創(chuàng)新 

Zhejiang haining XuCunZhen household textile industry brand marketing research
Abstract：With economic prosperity, the resident's consumption level unceasing enhancement, the improvement of housing condition, the further speed up urbanization process, and people life concept and life transitions, home textile industry development space more and more wide. In recent years, international home textile brand of the Chinese market subordinate to speed up the process significantly. Domestic home textile industry is on the rise now stage, each region of home textile enterprises have the mount do home textile, only the Yangtze river delta region has more than 14000 normal manufacturer. XuCunZhen home textile enterprise is more than ten years development up, although enterprise develops fast, but at the same time in the growth process to bring some inherent shortage or cover up, these disadvantages in the development of the enterprise is a hard threshold. Home textile enterprise to survive, will continue to build soft power, change production management way to promote reform and improve the ability to deal with crises strategic thinking, in innovation and transformation in search for a way out. This article through to XuCunZhen several home textile enterprise sales investigation of the present situation of research, the theory combining with practice, explore new ideas brand marketing; The analysis enterprise in the process of brand marketing, a series of measures to the current situation, thus further found the influence XuCunZhen home textile brand development are the root of difficult problems and to broaden the brand development channel for enterprise, remould enterprise brand, promote an enterprise competition ability to provide innovative Suggestions.
Key words: XuCun; Home textile;Brand marketing; Brand strategy;Innovation
目    錄
一、品牌營銷理論 1
（一）品牌營銷的概念及發(fā)展歷史 1
（二）品牌營銷的特點及意義 1
二、許村鎮(zhèn)家紡業(yè)區(qū)域品牌營銷環(huán)境分析 2
（一）許村鎮(zhèn)家紡業(yè)品牌所處的宏觀環(huán)境分析 2
（二）許村鎮(zhèn)家紡業(yè)品牌所處的微觀環(huán)境分析 3
三、許村鎮(zhèn)家紡業(yè)品牌營銷現(xiàn)狀 3
（一）浙江海寧許村鎮(zhèn)區(qū)域經(jīng)濟的優(yōu)勢及劣勢 3
（二）浙江海寧許村鎮(zhèn)品牌營銷的現(xiàn)狀 4
四、浙江海寧許村鎮(zhèn)家紡業(yè)品牌營銷存在的問題 5
（一）許村鎮(zhèn)家紡業(yè)品牌意識欠缺 5
（二）許村鎮(zhèn)家紡業(yè)品牌營銷模式單一 5
（三）許村鎮(zhèn)家紡業(yè)品牌缺乏創(chuàng)新 5
五、浙江海寧許村鎮(zhèn)家紡業(yè)品牌營銷策略 6
（一）突破單一產(chǎn)品模式的多品牌營銷策略 6
（二）許村鎮(zhèn)家紡業(yè)品牌媒體組合策略 6
（三）許村鎮(zhèn)家紡業(yè)品牌創(chuàng)新營銷策略 7
（四）許村鎮(zhèn)家紡業(yè)網(wǎng)絡(luò)品牌營銷策略 7
總結(jié) 8
參考文獻 9
致 謝 10