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论文编号：	2417
作者编号：	2220090909
上传时间：	2010/6/10 11:17:01
中文题目：	圣恩纳地板在中国市场的品牌营销策略
英文题目：	The Flooring Brand Marketing Strategy of SHINE in the Chinese Market
指导老师：	许晖
中文关键字：	关键词：地板行业 品牌定位 品牌管理
英文关键字：	Key words: wood flooring industry, brand position, brand management
中文摘要：	随着中国社会的进步和经济水平的提高，人们对生活质量的关注和追求也不断的提高着。家居行业是与所有人都息息相关，随着社会经济的发展和人们自我认知的提升，每个人都在希望自己的居住环境变得更加舒适，除了实用性，还有了美观、格调、个性等更高级别的多元性需求。顺应市场的需求，以卫浴、瓷砖、地板等品类为代表，家居建材企业在近几年纷纷崛起，在大概五六年的时间里涌现出一大批广为人知的家居品牌，如“圣象”、“博洛尼”、“圣恩纳”、“箭牌”等，起品牌创建和推广的速度令人瞩目。同样的，地板行业也是风起云涌，各个厂家各显神通，“概念炒作”、“明星代言”、“数据证明”、“公益活动”等等手法层出不穷。 地板作为家居消费品的主力军，国外品牌在这一领域成为了高品质、个性化和优质服务的代表，那么国外品牌在中国的营销活动中运用了那些有效手段，如何做到品牌的构建和精准定位，怎样进行品牌的管理和价值的提升，又有哪些教训值得铭记的，在本文中，就试图对这个问题做以研究。 在论文的后半部分，以前面的行业分析和理论探讨为基础，分析了国外地板品牌在中国市场的品牌营销的方法和特点，特别是具体以美国地板品牌“圣恩纳”为例，分析了“圣恩纳”集团的营销背景和品牌策略，分析了他的品牌定位的原因、根据，以及如何具体实施品牌的维护、管理以及价值提升。在文章的最后，还根据全文对行业的分析以及对国外地板品牌的探讨，提出了对地板行业国内企业品牌营销的一些建议。
英文摘要：	Along with social progress and economic development, Chinese people are becoming constantly pursued and much concerned about the quality of their lives. Home Decoration business is closely linked with all of us. On the basis of social economic development and the promotion of self-cognition, everyone hopes his living condition becoming more comfortable, not only for functional requirement, but also other high-level universal requirements such as beautiful, stylish, characteristic and so on. To keep up with the market, many home decoration and building material production enterprises, represented with sanitary ware, tile, wood flooring products etc, have been expanding rapidly. Within about five to six years, many well-known home decoration brands are appeared, such as “Power Dekor”, “Boloni”, “Marcopolo”, “Arrow”, their fast speed for brands’ establishment and popularization is remarkable. Likewise, so far wood flooring industry has undergone dramatic changes, new ideas for sale promotion are continuously appearing one after another, for example, “Proclaimed Concept”, “Advertisement with Star Image”, “Data Demostration”, “Public-Service Activities” etc. Wood flooring industry is regarded as the main force of home decoration purchasing, foreign brands in such industry symbolized by high quality, personality and good service, are ahead of this field. Well, what kinds of effective ways do these foreign brands apply on Chinese domestic marketing, how do these foreign brands being constructed and precisely positioned, how to conduct brand management and value-adding, and what are the lessons need to be remembered, we will try to engage in a study of the above questions in this article. In the latter part, on the basis of the former industry analysis and theoretical exploration, this paper analyzes exotic wood flooring brand’s marketing method and characteristics in Chinese market, typically gives an example of Shine, analyzes Shine group’s marketing and brand strategy in Beijing, analyzes Shine’s brand positioning reason and theory, as well as how to fulfill brand maintenance, management and value promotion. In the end, according to this paper’s conclusion of wood flooring industry analysis and exotic wood flooring brand exploration, this paper gives advice to domestic wood flooring brand marketing.
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