LXQ鞋业品牌战略研究_陈晓煜

TheStudyofLXQShoes’BrandStrategyADissertationSubmittedfortheDegreeofMasterCandidate：：：：ChenXiaoYuSupervisor：：：：AssociateProf.JianZhaoQuanSouthChinaUniversityofTechnologyGuangzhou,China分类号分类号分类号分类号：：：：C93学校代号学校代号学校代号学校代号：：：：10561学学学学号号号号：：：：201120401566华南理工大学硕士学位论文LXQ鞋业品牌战略研究鞋业品牌战略研究鞋业品牌战略研究鞋业品牌战略研究作者姓名：陈晓煜指导教师姓名、职称：简兆权副教授申请学位级别：硕士学科专业名称：高级管理人员工商管理研究方向：工商管理论文提交日期：2012年11月论文答辩日期：2012年11月28日学位授予单位：华南理工大学学位授予日期：2013年1月答辩委员会成员：主席：李敏委员：王雁飞、周霞、黄爱华、朱丹阳I摘要在目前我国大陆，女鞋市场已形成少数大品牌企业占据全国市场、部分中型企业占据区域性市场、大批小企业为补充的竞争格局，其中百丽、达芙妮、LXQ等大型女鞋企的产品覆盖全国。经过多年的努力，LXQ鞋业已成功在女鞋市场上站稳脚跟，在品牌知名度、市场占有率和销售网络等方面均踏入行业的前列。2009年，LXQ鞋业在成功在资本市场上市。由于没有一个清晰的品牌战略，LXQ始终难以跟上百丽的步伐。女鞋行业是一个成熟的传统行业，进入门槛低，竞争充分。与百丽、达芙妮相比，“LXQ”鞋业的规模还很小，目前的品牌体系仅有“ST&SAT”知名度较高，其他品牌均未成规模。如何根据自身情况和市场、消费者行为分析打造成功的多品牌战略正是本文的研究对象。本文首先介绍了我国大陆鞋业的发展概况、国内各品牌竞争情况和LXQ鞋业品牌的基本情况,综合女鞋市场消费者购物动机和女鞋热销根源，将LXQ鞋业品牌整体定位于时尚女鞋,并采用多品牌战略。接着对LXQ鞋业的品牌进行SWOT分析，界定公司的机会、威胁、优势和劣势。在如何紧跟时尚这一问题上，结合西班牙时尚服装Zara的成功经验和LXQ鞋业具体情况，提出“快速反应时尚”这一品牌战略核心。在实施品牌战略中,提出品牌战略是企业战略中的战略，必须要求企业在管理、服务、营销等各个方面都服务于品牌战略，通过系统提升企业的品牌竞争力来推动企业的长远发展。本文主要采用SWOT分析和消费者行为分析,结合女鞋市场自身的特点，通过市场细分、品牌定位、对比分析，对LXQ鞋业实施“快速反应时尚”的品牌战略进行综合研究。在本研究中，女性的购鞋心理和对时尚的追求是本文的提出“快速反应时尚”的品牌战略的最根本原因。本文研究结论对国内企业品牌战略有一定的现实指导意义。关键词：女鞋；品牌战略；研究IIAbstractNowadays,thepatternofcompetitionthatlittlebigbrandenterprisesoccupythenationalmarket,partofmedium-sizedenterprisesoccupytheregionalmarket,largesmallbusinessesforaddedwasformedinChina.Amongtheseenterprises,thelady'sfootwearofBELE,DAPHNEandLXQcoveringthewholenationwide.Afteryearsofefforts,LXQshoeshavebeensuccessfulinshoesmarketfootholdinbrandawareness,marketshareandsalesnetworkintheforefrontoftheindustryentered.In2009,LXQshoescameintothecapitalmarketsuccessfully.Withoutaclearbrandstrategy,LXQisstillhardtokeepupwithBell’space.Shoemakingindustryisamatureoftraditionalindustries,entrythresholdlow,andcompetitionfully.ComparedwithBELE,DAPHNE,LXQshoeisstillinsmallbusiness.Thereisonlythebrandof“ST&SAT”isthefamousinits’brandsystem,theotherisnottoscale.TheobjectofstudyisbuildLXQshoes’successfulbrandstrategyaccordingtoits’situationandmarketandconsumerbehavioranalysis.ThispaperintroducesthedevelopingsituationofChinesemainlandshoes,domesticbrandcompetitionandthebasicsituationofLXQshoebrands,integratedmarketingconsumershoppingmotivationsandpopshoes’attractiveforce,positionedLXQshoes’brandoverallinfashionlady'sfootwearandcarriedoutmulti-brandstrategy,thenmadetheSWOTanalysisofLXQshoebrands,thedefinitionofopportunities,threats,advantagesanddisadvantages.Asthewaytofollowthefashion,withthesuccessfulexperienceofSpanishfashionZaraandthespecificsituationofLXQshoes,rapidresponsefashionbrandstrategycorewasproposed.Intheimplementationofbrandstrategy,weputforwardthatthestrategyofthebrandstrategyistheenterprisestrategy,wemustrequirecompaniesinmanagement,service,marketingserviceineveryaspectagreewiththebrandstrategy,throughraisingthesystembrandcompetitionabilityoftheenterprisetopromotethelong-termdevelopmentoftheenterprise.ThispapermajorusetheSWOTanalysisandconsumerbehavioranalysis,combiningthecharacteristicsofthemarket'sshoes,throughthemarketsegmentation,brandorientation,comparativeanalysis,tomakecomprehensiveresearchforLXQshoes’brandstrategyimplementofrapidresponsevogue.Inthisstudy,themostfundamentalreasonsofraisingtherapidresponsevoguebrandstrategyarethewomen'spurchaseoffashionshoespsychologyandthepursuitofthefashion.ThisresearchconclusionhascertaindirectiveIIIsignificanceforthenationalenterprisebrandstrategy.Keywords:shoes;thebrandstrategy;studyIV目录摘要...........................................................................................................................................IABSTRACT...............................................................................................................................II图表清单..................................................................................................................................VI第一章绪论............................................................................................................................11.1研究意义与背景..............................................................................................................11.1.1研究意义...................................................................................................................11.1.2研究背景...................................................................................................................11.2文献综述..........................................................................................................................51.2.1品牌的产生及其概念和战略...................................................................................51.2.2品牌的定位...............................................................................................................61.2.3市场细分...................................................................................................................71.2.4消费者行为分析.......................................................................................................81.2.5品牌的传播.............