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论文编号：	10251
作者编号：	2220140634
上传时间：	2018/6/15 10:20:41
中文题目：	J公司的品牌营销策略与保障措施研究
英文题目：	Research on the brand marketing strategy and guarantee measures of J Company
指导老师：	戚安邦
中文关键字：	关键词：品牌营销；营销独特性；数字化营销；品牌定位；保障措施
英文关键字：	Key words: Brand marketing; Marketing uniqueness; Digital marketing; Brand position; Safeguard measures
中文摘要：	互联网时代人们生活方式和消费行为发生了很大变化。商业运作与品牌营销的理念也产生了巨大的改变。作者认为在互联网时代，在日益激烈的市场环境中，任何品牌要做到可持续发展并处于领先的市场地位，就必须具备符合及引领时代需求的价值主张及具有鲜明差异化的个性特点，在满足顾客功能性的基础上，加强和顾客的情感联结，在品牌价值主张与文化内涵要与顾客建立深层的共鸣与认同。 J公司的品牌连锁餐饮公司在中国秉承其标准化，系统化，连锁化的经营与管理优势下，也深入了解中国消费者的口味及消费习惯，在品牌营销上不断研究创新，取得了卓越的成果。研究其品牌在中国成功的因素对中国连锁品牌的发展是非常有借鉴意义的。本文重点阐述的是随着时代变化，消费不断升级，J公司的品牌在中国也面临新的问题与挑战下，如何与时俱进地制定品牌营销的策略，强力发展线上与线下的融合与导流，不断拓展消费空间，为科技对接更广阔的线上与线下场景，为消费者提供更便捷，更舒适，更新鲜的体验。从而驱动品牌的全方面升级推进品牌的发展。 J公司连锁品牌营销策略的实施，是需要强大的保障措施与配套的体系支持。其店数已达到上千家，覆盖全国所有省份，是中国很成功的连锁品牌。任何一个营销策略的落地执行都需要有强大的培训体系与营运执行能力，才能在全国各地统一标准的面向广大消费者。同时还必须拥有高标准的供应商管理体系及世界级的物流配送体系，才能支持如此大规模、快时效的系列营销活动落地执行。在新时期下，品牌营销策略的落地除了有以上的保障措施外，还要拥有强大的ＩＴ保障能力、Digital行销团队的能力。任何一个优秀且有历史的品牌，都需传承其品牌的核心价值，又要与时俱进不断创新求变。唯有这样才能打造一个基业长青的品牌。
英文摘要：	In the Internet age, people's lifestyle and consumer behavior have changed greatly. The idea of business operations and brand marketing has also changed dramatically. In the increasingly competitive market environment ,the author believes any brand to achieve sustainable development and a leading position in the market, you must have the personality characteristics and meet the needs of the times and lead the value proposition has distinct difference, based on the function of customer satisfaction, strengthen customer and emotional connection. In brand value proposition and cultural connotation to establish a deep resonance with the identity and customer. J brand uphold its standardization, systematization, chain operation and management advantages, but also understand the taste and the consumption habits of consumers in the brand marketing Chinese, continuous research and innovation, has made remarkable achievements. The study of the success factors of its brand in China is of great significance to the development of China's chain brands. This thesis is mainly about the changes with the times, consumption upgrading, J brand is also facing new problems and challenges, how to make the brand marketing strategy, the strong development of the integration of online and offline and diversion, continuously expand the consumer space, with the line on the line for a broader docking technology under the scene, to provide consumers with more convenient, more comfortable, more fresh experience. Thus driving the brand all aspects of upgrading, promote brand development. The implementation of any marketing strategy requires a strong training system and operational execution capabilities to unify standards across the country for the broad masses of consumers. At the same time, we must also have a high standard supplier management system and world-class logistics distribution system, in order to support such a large-scale, quick aging series of marketing activities, landing execution. In the new era, the brand marketing strategy landing, in addition to the above safeguard measures, but also have a strong IT support ability, Digital marketing team ability.
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