“壹凡之昂”氨基酸个人洗护品牌建设研究

发布时间：2018-04-09 06:42

本文选题：壹凡之昂　切入点：氨基酸　出处：《石河子大学》2014年硕士论文

【摘要】：在企业经营发展形程中，品牌是企业运营的灵魂。在当今世界经济全球化、区域经济一体化趋势下，企业品牌建设逐渐成为推动企业发展的最重要无形力量之一。越来越多的企业意识到，企业构建持续发展的核心竞争力离不开品牌建设，品牌建设在产品价值体系中起着至关重要的作用，对于扩大消费群体规模、维系客户忠诚度，以及企业在行业的美誉度也起着重要作用。如何使企业拥有一个强势品牌，需要在品牌创建之初从战略层面对品牌建设进行规划和定位，制定好品牌创建的策略。随着当今经济的迅猛发展,人们消费水平显著提高，人们的生活的需求不仅仅是物质方面,对健康、安全和外在美的需求也逐步提升。在此背景下，作为保障人们皮肤健康、延缓衰老、保证靓美的化妆品产业，迎来了快速发展的历史机遇。然而随着全球经济的一体化以及中国市场经济的逐步建立，国外诸多的国际知名化妆品品牌利用其先进的营销理论与管理经验，在薄弱的中国营销市场叱咤风云，众多的国际品牌如兰蔻、雅诗兰黛、欧莱雅、资生堂等纷纷进驻中国，走进各大商场和消费者的梳妆台，并恶意廉价兼并和购买了部分本土的知名品牌，目前这些国际化妆品品牌区几乎覆盖了行业的半壁江山，本土如何在国外强势化妆品品牌围剿下生存，并创造出与之抗衡的强势品牌，是我们需要迫切需要解决的问题。在攻读MBA阶段，本人受到启发立志要做一个化妆品强势民族品牌，由此就开始了艰苦的品牌创建之路。目前作为中国本土洗护品牌“壹凡之昂”，不断坚持以引领与培养消费者安全、温和、健康的洗护理念，让“壹凡之昂”在末来的品牌领域成为行业的强势品牌。本文从研究品牌建设理论的基本内容着手分析研究，，然后通过对壹凡之昂品牌电商平台京东直营官方旗舰店以及淘宝直营集市店铺经营数据为基础，在前人研究基础上构建了品牌资产评估模型，在对壹凡之昂在品牌建设中的资产现状研究基础上，对该品牌的品牌形象现状进行分析与总结。最后找出壹凡之昂当前品牌建设中存在的一些问题及原因，最后根据前文研究提出了针对性的优化方案和对策建议。本论文创新的提出壹凡之昂品牌建设中资产的四维度（品牌忠诚、知名度、感知质量、品牌联想）的管理方法，以及品牌建设中形象实施的心智定位理念，不做追随者，作行业的引领，将品牌的产品理念植入到消费者心智，让他们从认得，到认知，然后到初次购买，到再购买，直至成为品牌的追随者。通过本论文对“壹凡之昂”氨基酸个人洗护品牌建设的研究，希望能为本行业营销企划人员实施品牌建设提供具有更有效的指导与共鸣,也将更有利于本土国产化妆品品牌做强做大。
[Abstract]:In the course of business development, brand is the soul of enterprise operation.Under the trend of economic globalization and regional economic integration, brand building has gradually become one of the most important invisible forces to promote the development of enterprises.More and more enterprises realize that the core competitiveness of sustainable development can not be built without brand construction. Brand building plays a vital role in the product value system, which is important for expanding the scale of consumer groups and maintaining customer loyalty.And the reputation of the enterprise in the industry also plays an important role.How to make the enterprise have a strong brand, we need to plan and position the brand construction from the strategic level at the beginning of brand establishment, and formulate the strategy of brand creation.With the rapid development of today's economy, people's consumption level has improved significantly. The demand for people's life is not only material, but also the demand for health, safety and external beauty.In this context, as a guarantee of skin health, delay aging, ensure beautiful cosmetics industry, ushered in a rapid development of historical opportunities.However, with the integration of the global economy and the gradual establishment of China's market economy, many international well-known cosmetics brands have made use of their advanced marketing theory and management experience to become powerful in the weak Chinese marketing market.Many international brands, such as Lancome, Est茅e Lauder, L'Oreal and Shiseido, have been stationed in China one after another, entering major shopping malls and dressers of consumers, and maliciously and cheaply merging and buying some local well-known brands.At present, these international cosmetics brand areas almost cover half of the industry. How to survive and create strong brands to compete with foreign strong cosmetics brands is an urgent problem we need to solve.At the stage of studying for MBA, I was inspired to be a strong national brand of cosmetics.At present, as a Chinese local wash and care brand, we constantly insist on guiding and cultivating consumers' safe, mild and healthy washing and protecting concept, so that "Yifan Zhiang" will become a strong brand in the field of brand in the future.In this paper, the basic content of brand construction theory is analyzed, and based on the management data of the official flagship stores and Taobao bazaar stores directly operated by JingDong, the e-commerce platform of Yifan brand, this paper analyzes and studies the basic contents of the theory of brand construction.On the basis of previous studies, this paper constructs a brand equity evaluation model, and analyzes and summarizes the current situation of the brand image of Yifan Zhiang on the basis of the research on the present situation of the assets in the brand construction.Finally, this paper finds out some problems and causes in the current brand construction of Yifan Zhiang, and finally puts forward some targeted optimization schemes and countermeasures according to the previous research.This paper innovates the management method of four dimensions of assets (brand loyalty, popularity, perceived quality, brand association) in brand building, as well as the mental positioning concept of image implementation in brand building, and does not become a follower.The industry leads, implants the brand's product idea into the consumer mind, lets them from recognize, to the cognition, then to the first purchase, to the purchase, until becomes the brand follower.Through the research on the construction of individual brand of Amino acids in this paper, we hope to provide more effective guidance and resonance for the marketing planners in this industry to carry out brand building.Will also be more conducive to local domestic cosmetics brands to become stronger and bigger.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F416.72

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