皮具品牌营销分析
摘 要
“好的营销是成功的一半”，皮具品牌企业要获取市场的成功，不仅需要有市场竞争力的产品，而有效的营销手段对于品牌的生存发展也起着至关重要的作用。随着社会主义市场经济的建立，品牌竞争已成为企业竞争的重要形式。企业只有系统地实施品牌战略，通过拓宽品牌知名度、提升品牌美誉度、增强品牌忠诚度，才能进一步扩大并牢固占有市场，从而在竞争中获胜。本文以营销的角度分析皮具行业和具体的“DISNEY”品牌为例的营销策略，Disney皮具以“开心购物”且得到消费者认可的观点，且近年来随着经济的高速发展，皮具市场竞争日益激烈，Disney皮具必须在竞争中求发展。本文从皮具品牌的背景和管理文化为定位、以设计开发和生产成品为研发成品，和营销发展战略分析，还具体到Disney品牌属性、品牌文化、消费群体、分析其品牌，明确其定位，进一步提出适合Disney自身的发展战略，从而推广到整个皮具品牌行业的发展趋势。
关键词 市场竞争力 营销手段 品牌 战略 Disney 发展趋势
The Marketing Analysis Of The Leather Goods's Brand enterprises
Abstract
"Good marketing is half way to success", leather goods's brand enterprises want to obtain successful market ,it is not only need the market competitive products, and the effective marketing policy for the being and development of the brand is very importance. With the establishment of the socialist market economy, brand competition has become an important form of the competition among enterprises. The enterprises only through perform brand strategy systematicly,and through broaden the brand name awareness, enhance brand reputation, enhance brand loyalty, it is in order to expand and strong market share, so that it can win the maket in all the competition. In this text, it is analyse the leather goods with the marketing point,and illustrate the specific "DISNEY" brand marketing strategy as an example, Disney leather is with "Happy Shopping" for the view and it is to be recognized by consumers, in recent years the economy is rapid development, and leather goods market is in an increasingly competitive , Disney leather must be in the competition and development. In this text, leather goods brand has positioned itself as the background and management culture in order to design development and production of finished product R & D, and marketing development of strategic analysis, but also specific to the Disney brand attributes, brand culture, consumer groups, analysis of their brand, to clarify its position, and further made for Disney's own development strategy, and to promote the brand throughout the leather industry trends.
Keywords: Competitive Marketing Brand Strategy Disney Development of Trends
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