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论文编号：	8985
作者编号：	2120112736
上传时间：	2016/12/15 9:20:22
中文题目：	欧米德公司的品牌营销战略研究
英文题目：	Brand Marketing Strategy Study on Omild Company
指导老师：	徐海林
中文关键字：	采暖；欧米德散热器；品牌营销
英文关键字：	heating；Omid Radiator；brand marketing
中文摘要：	采暖散热器行业是传统制造行业，是中国北方家居生活的采暖必需品之一，在国内有近百年的生产历史。随着生产力发展、技术进步和互联网技术的应用，这一行业面临着巨大的机遇与挑战。目前，中国的采暖散热器市场竞争非常激烈。随着国内房地产的迅猛发展，作为房地产配套的建筑材料之一，采暖散热器被大量的采用，培育出了众多的采暖散热器企业。同时，这些采暖散热器企业也面临着房地产行业下滑，市场需求量减少的困境。在家装市场持续火爆的情况下，众多采暖散热器厂家逐渐把目标市场转向家装市场。针对家装市场，品牌营销在市场竞争中尤其重要。天津欧米德散热器有限公司（以下简称“欧米德散热器”）是在华北地区有一定知名度的采暖散热器品牌，但是如果想在市场上更好的生存和发展，就必须把品牌发展当成头等大事，树立品牌公司的发展目标，建立品牌营销战略，制定品牌管理体系，在市场竞争中不断发展壮大。本文在阐述采暖散热器发展历史，介绍采暖散热器发展的实际情况下，对“欧米德散热器”公司的外部竞争环境及内部竞争环境进行了分析研究。“欧米德散热器”公司在市场中打拼的已经是第七个年头，取得了一些成绩和市场份额，也具备了一定的市场竞争力。但是能否有效的进行品牌定位，能否确立和公司匹配的品牌营销战略，这是能否形成公司核心竞争力的关键点，是公司能否谋求发展成为国内一流采暖散热器品牌的关键点。本文通过对“欧米德散热器”品牌的定位，分析研究公司的内部竞争优势，提出了非常有现实意义的实现战略目标的一些举措。主要内容是：品牌战略的定位；塑造与传播品牌形象；制定并实施品牌营销战略。文中提出，品牌建设是公司具备持续竞争的动力，也是打败竞争对手的制胜法宝；在品牌管理与创新的层面，本文也做出了明确建议。
英文摘要：	Heating radiator is one of the heating necessities of the home life in the northern China. Heating radiator industry is a traditional manufacturing industry, and its domestic production history has lasted for nearly a hundred years. With the development of productivity, technology progress and the application of Internet technology, this industry is facing great opportunities and challenges. At present, the competition in Chinese heating radiator market is fierce. With the rapid development of domestic real estate, heating radiator is widely adopted as one of the ancillary construction materials in real estate, promoting the appearance of numerous heating radiator enterprises. At the same time, these heating radiator enterprises are facing the plight of the decreasing market demands brought by the downturn of the real estate industry. At present, the home decoration market continues to boom, so many heating radiator manufacturers have gradually turned to the home decoration market as the target market. In the home decoration market, the brand marketing plays an important role in the market competition. Tianjin Omid Radiator Co., LTD (hereinafter referred to as the “Omid Radiator”) is a well-known heating radiator brand in north China region. In order to better survive and develop in the market, it must take brand development as priority, set a brand company’s development goals, establish brand marketing strategy, and make brand management system, so as to achieve continuous development in market competition. This paper introduces the development history of heating radiator and the actual conditions of heating radiator development, based on which, both the external and internal competition environment faced by Omid Radiator are analyzed and researched. Omid Radiator is now in the seventh year in this market and has made some achievements, gained some market shares and obtained certain market competitiveness. But whether it can effectively make the brand positioning and whether it can establish brand marketing strategies suited to the company will determine whether the company can form the core competitiveness and strive for development to become the domestic first-class heating radiator brand. Through positioning the Omid Radiator brand and analyzing the company’s internal competitive advantage, this paper puts forward some measures of great realistic significance so as to realize the strategic targets. The main measures include positioning brand strategy, shaping and spreading brand image, and developing and implementing the brand marketing strategy. This paper proposes that the brand construction is the motivation to keep the company’s sustainable competitiveness, as well as the vital key to defeat the rival. This paper also makes clear advice in the level of brand management and innovation.
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