谭木匠的品牌策略研究.doc

摘  要: 品牌引导顾客识别和辨认不同厂家、销售商的产品和服务，是与竞争对手相区别的唯一利器，它是比企业产品更重要和更长久的无形资产和核心竞争力。尽管企业产品的设计和生产过程经常被竞争对手所模仿，但是通常难以模仿的是根植在顾客心中的品牌形象和对企业的高度认同与忠诚感。唯一拥有市场的途径就是拥有具有市场优势的品牌。品牌设计应具有独特性，有鲜明的个性特征，品牌的图案，文字等与竞争对手的区别，代表本企业的特点。在激烈的市场竞争中，品牌可谓是市场的灵魂，品牌在市场经济中起着不可估量的作用。本文以谭木匠品牌策略为研究对象，通过查阅大量文献资料、开展市场调研等方法对外行业形势及企业内部环境进行战略分析论证了企业实施品牌战略的必要性及意义。从谭木匠品牌的品牌认知度、品牌美誉度、品牌偏好度、品牌满意度、品牌转移、品牌传播策略等六个方面进行了详细调查分析，根据谭木匠品牌现状中存在的一些问题和不足，提出针对性的品牌策略，提升谭木匠的品牌价值。

关键词：市场营销    品牌    品牌价值   品牌策略

ABSTRACT:Brand guide customers to identify and recognize different manufacturers, vendors, products and services, is distinguished from competitors only weapon, it is more important than the enterprise product and more long-term intangible assets and core competitiveness. Although corporate product design and manufacturing process is often imitated by competitors, but it is often difficult to imitate rooted in the hearts of the customers of the brand image and corporate identity and sense of loyalty height. The only way to have a market is to have a market advantage of the brand. Brand design should be unique, there is a distinct personality characteristics, the brand's design, text, etc. The difference with competitors, on behalf of the enterprise features. In the fierce market competition, the market can be described as the soul of the brand, the brand in a market economy played an invaluable role. In this paper, Carpenter Tan brand strategy as the research object, through access to large number of documents, to carry out market research and other methods of foreign trade situation and strategic analysis of internal environment brand strategy implementation demonstrates the necessity and significance. Carpenter Tan brand from brand awareness, brand reputation, brand preference, brand satisfaction, brand transfer, six aspects of brand communication strategy carried out a detailed investigation and analysis of the status under the Carpenter brand some problems and deficiencies, proposed targeted brand strategy to enhance the brand value of carpenter Tan.

Keywords：Marketing;     Brands；    Brand value；  Brand Strategy