上海双鹿电器品牌营销策略研究.doc

摘要：品牌营销在现代企业建设中起着至关重要的作用,国内中小企业由于缺乏在品牌营销方面的理论和经验,没有科学的品牌定位和有效的品牌传播,因此在进行新产品的推广时,容易陷入困境。上海双鹿电器是一家老牌的白色家电企业，在成功收购上菱之后，企业规模扩大发展，因此企业原有的品牌营销策略无法满足公司新的策略要求,需要重新进行品牌定位和品牌传播。

　　　本文在对上海双鹿电器进行了品牌调研时，结合实际问卷调查数据和SWOT分析等方法，对品牌的知名度、品牌定位和品牌传播等方面进行了研究，得到了以下的结论：①家电行业现在的大势是向节能、健康和智能方向转变，上海双鹿电器提倡的就是低碳、节能，在技术方面也达到了电脑智能的要求，所以上海双鹿电器顺应了大势所趋，因此未来的发展不可估量，前程光明。②家电行业竞争激烈，品牌的作用尤其重要，上海双鹿电器在外围市场的知名度较低，科学的品牌营销策略应该立即被实施。③上海双鹿在品牌定位策略方面采用了三种定位，分别是利益性定位、形象性定位和体验性定位，三者结合，对上海双鹿电器进行了重新定位，努力实现上海双鹿电器尽快实现一线品牌的目标。④上海双鹿电器在品牌传播策略方面采用了广告传播、网络传播、公关传播和人员推广传播等方式，这四种方式之间的互动更具有灵活性，通过有效的品牌传播策略，可以提高上海双鹿电器的知名度和美誉度，提升顾客的忠诚度。

关键词 品牌营销；品牌定位；品牌传播

Abstract：Brand marketing plays a crucial role in the construction of the modern enterprises, the small and medium-sized enterprises are easy to fall into a dilemma when they promote new products ,because they lack theory of brand marketing and experiences, they have no scientific brand positioning and effective brand communication. Twindeer is a white household appliance enterprise, after the successful acquisition of Shangling, the expansion of the enterprise descreases,therefore ,the original brand marketing system can not meet the requirements of the company's new strategy, so the company needs to carry on new brand positioning and brand communication.

　　　When the passage researches twindeer’ s brand marketing, it combines with the actual survey data and SWOT analysis method, studying on brand name recognition and brand positioning and brand communication, finally the passage gets the following conclusions: ①the trend of home appliance industry starts to change to energy-saving, healthy and intelligent direction, twindeer advocates low carbon, energy saving,the technology of twindeer has reached the computer technology requirements, so twindeer has a  bright future. ② the competition of home appliance industry is heavy and the role of the brand is particularly important, brand name recognition of twindeer in the peripheral market visibility is low, so the brand marketing strategy should be built immediately. ③twindeer adopts three kinds of positioning in the brand positioning strategy, which are functional positioning, visual positioning and experiential positioning, which can help twindeer achieves the goal of first-line brand as soon as possible. ④twindeer combine advertising communication, network communication, public and personnel with each other , interactions between the four approaches are flexible.Through effective brand communication strategy,  reputation and customer loyalty of twindeer will be improved .

Keywords   Brand marketing   Brand positioning   Brand communication