BODY WILD品牌的品牌管理研究

发布时间：2019-05-08 06:23

【摘要】：伴随着中国改革开放的步伐,尤其在2002年加入WTO后,中国就进入了经济腾飞时代,各行各业都有个极大的发展。而纺织服装行业成为中国入世后的强势产业、中国经济的风向标,直接反映着国民的文化水平、审美、生活方式和生活水平。随着国内经济稳步增长带动居民收入以及消费能力的迅速提高,消费者对服装品牌的诉求已经不仅是单纯的穿着需求,更多消费者希望能穿出自己独特的特色,向个性化方向发展。准确把握消费者的多样化需求,除了精准的品牌定位外,还要做好品牌设计、塑造品牌个性以及恰当好处的利用资源做好品牌推广。因此,品牌管理既是服装企业生存和发展的源动力,也是企业提高经济效益、实现集约经营的必由之路。本文在对品牌管理等相关理论研究的基础上,根据品牌管理的理论,分析BODY WILD品牌现状,从品牌的4个方面对BODY WILD品牌展开了研究:在品牌定位方面,针对前期BODY WILD品牌定位不清晰的问题,采用钻石品牌定位模型,明确BODY WILD的品牌定位,为BODY WILD品牌的营销指明道路;在品牌设计方面,通过分析目前BODY WILD品牌设计的实际情况,结合新的品牌定位,对品牌的标志(VI标准)、产品、价格、品牌包装及辅料和终端视觉形象(VMD呈现)等方面提出相应的改进措施;在品牌个性方面,通过问卷调查,并使用SPSS软件进行统计分析,分析结果发现BODY WILD品牌给消费者留下的品牌个性印象存在相互冲突的问题,针对这些问题提出具体的整改措施;在品牌传播方面,针对传统的传播方式不能满足品牌和消费者的心理需求的问题,提出将BODY WILD品牌在传统品牌传播的路径引导走向更加多元的品牌传播,结合目前新媒体的快速发展,采用体验式传播、娱乐与体育营销传播、事件营销传播、以及品牌合作传播等方式扩充BODY WILD品牌的传播途径。通过上述对BODY WILD品牌管理基本要素的深入分析:将品牌定位与消费者的需求进行对接;对竞争环境及竞争品牌的剖析,找到品牌设计的突破口;修正塑造品牌个性的塑造;结合新媒体展开多渠道品牌传播。将BODY WILD品牌在消费者心智中建立起品牌独特的印象,将BODY WILD品牌深植于消费者内心,提高品牌竞争力,提升企业经济效益。
[Abstract]:With the pace of China's reform and opening up, especially after China's entry into WTO in 2002, China has entered the era of economic take-off, and all kinds of industries have made a great development. The textile and clothing industry has become a strong industry after China's entry into WTO. The wind vane of China's economy directly reflects the cultural level, aesthetics, life style and living standard of the people. With the steady growth of the domestic economy leading to the rapid improvement of residents' income and consumption capacity, consumers' demand for clothing brands is not only pure clothing demand, but also more consumers want to wear their own unique characteristics. Develop in the direction of individuation. To accurately grasp the diverse needs of consumers, in addition to precise brand positioning, we should do a good job in brand design, shape the brand personality and make use of the appropriate resources to promote the brand. Therefore, brand management is not only the source of survival and development of clothing enterprises, but also the only way for enterprises to improve economic benefits and realize intensive management. Based on the research of brand management and other related theories, according to the theory of brand management, this paper analyzes the current situation of BODY WILD brand, and studies the BODY WILD brand from four aspects of brand: in the aspect of brand positioning, In order to solve the problem of unclear positioning of BODY WILD brand in the early stage, the model of diamond brand positioning is adopted to clarify the brand positioning of BODY WILD and to point out the way for the marketing of BODY WILD brand. In the aspect of brand design, by analyzing the actual situation of BODY WILD brand design at present, combining the new brand positioning, the brand logo (VI standard), product, price, Brand packaging and accessories and terminal visual image (VMD presentation) and other aspects of the corresponding improvement measures; In the brand personality aspect, through the questionnaire investigation, and uses the SPSS software to carry on the statistical analysis, the analysis result finds that the BODY WILD brand leaves the brand personality impression to the consumer has the conflict question, puts forward the concrete reform measure to these questions; In the aspect of brand communication, aiming at the problem that the traditional way of communication can not meet the psychological needs of the brand and consumers, this paper puts forward to guide the path of the BODY WILD brand in the traditional brand communication to the more diversified brand communication. Combined with the rapid development of new media at present, the way of spreading BODY WILD brand is expanded by means of experiential communication, entertainment and sports marketing communication, event marketing communication, and brand cooperation communication, etc. Through the above-mentioned in-depth analysis of the basic elements of BODY WILD brand management: to align brand positioning with consumer needs; to analyze competitive environment and competitive brand, to find a breakthrough in brand design; to modify and shape brand personality; Combined with new media to launch multi-channel brand communication. BODY WILD brand in the mind of consumers to establish a unique impression of the brand, BODY WILD brand deep-rooted in the heart of consumers, improve the competitiveness of the brand, enhance the economic benefits of the enterprise.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F416.86

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