浙江海宁许村镇家纺业品牌营销研究.doc

浙江海宁许村镇家纺业品牌营销研究

浙江海宁许村镇家纺业品牌营销研究

摘 要：随着经济的持续繁荣，居民消费水平的不断提高，住房条件的改善，城市化进程的进一步加快，以及人们生活观念和生活方式的转变，家纺产业发展空间越来越广阔。近年来，国际家纺品牌抢滩中国市场的进程明显加快。国内的家纺产业现在还处于上升阶段，各个地区的家纺企业纷纷上马做家纺，仅长江三角洲一带就有14000多正规厂家。许村镇的家纺企业是近十几年发展起来的，虽然企业发展速度较快，但同时在成长过程中带来或掩盖了一些先天不足，这些不足是企业发展中的一道硬门槛。家纺企业要渡过难关，就要继续打造软实力，转变生产经营方式促变革，提高应对危机的战略思考能力，在创新与变革中寻找出路。本文通过对许村镇多家家纺企业销售现状的调查研究，理论结合实际，探索品牌营销新思路；分析企业在品牌营销过程中所作出的一系列措施现状，从而进一步发现其中影响许村镇家纺品牌发展步履维艰的根源问题，从而为拓宽企业品牌发展渠道、重塑企业品牌、提升企业竞争力提供创新性建议。
关键词：许村;家纺;品牌营销;品牌战略;创新 

Zhejiang haining XuCunZhen household textile industry brand marketing research
Abstract：With economic prosperity, the resident's consumption level unceasing enhancement, the improvement of housing condition, the further speed up urbanization process, and people life concept and life transitions, home textile industry development space more and more wide. In recent years, international home textile brand of the Chinese market subordinate to speed up the process significantly. Domestic home textile industry is on the rise now stage, each region of home textile enterprises have the mount do home textile, only the Yangtze river delta region has more than 14000 normal manufacturer. XuCunZhen home textile enterprise is more than ten years development up, although enterprise develops fast, but at the same time in the growth process to bring some inherent shortage or cover up, these disadvantages in the development of the enterprise is a hard threshold. Home textile enterprise to survive, will continue to build soft power, change production management way to promote reform and improve the ability to deal with crises strategic thinking, in innovation and transformation in search for a way out. This article through to XuCunZhen several home textile enterprise sales investigation of the present situation of research, the theory combining with practice, explore new ideas brand marketing; The analysis enterprise in the process of brand marketing, a series of measures to the current situation, thus further found the influence XuCunZhen home textile brand development are the root of difficult problems and to broaden the brand development channel for enterprise, remould enterprise brand, promote an enterprise competition ability to provide innovative Suggestions.
Key words: XuCun; Home textile;Brand marketing; Brand strategy;Innovation
目    录
一、品牌营销理论 1
（一）品牌营销的概念及发展历史 1
（二）品牌营销的特点及意义 1
二、许村镇家纺业区域品牌营销环境分析 2
（一）许村镇家纺业品牌所处的宏观环境分析 2
（二）许村镇家纺业品牌所处的微观环境分析 3
三、许村镇家纺业品牌营销现状 3
（一）浙江海宁许村镇区域经济的优势及劣势 3
（二）浙江海宁许村镇品牌营销的现状 4
四、浙江海宁许村镇家纺业品牌营销存在的问题 5
（一）许村镇家纺业品牌意识欠缺 5
（二）许村镇家纺业品牌营销模式单一 5
（三）许村镇家纺业品牌缺乏创新 5
五、浙江海宁许村镇家纺业品牌营销策略 6
（一）突破单一产品模式的多品牌营销策略 6
（二）许村镇家纺业品牌媒体组合策略 6
（三）许村镇家纺业品牌创新营销策略 7
（四）许村镇家纺业网络品牌营销策略 7
总结 8
参考文献 9
致 谢 10