南通家用纺织品企业品牌战略研究
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摘要
品牌核心价值就是定位好以核心价值为中心的品牌识别系统,以品牌识别系统统帅一切营销传播,使品牌向消费者传递信息的所有接触点都在加深消费者大脑中对品牌定位的记忆与认同。南通作为中国家用纺织品的主要生产基地,企业在实施品牌战略时往往忽略品牌的核心价值,用大量的资金作铺垫所进行品牌运作没有达到预期效果,并造成巨大资金浪费和成本上升。因此,对于南通家用纺织品企业而言,必须抓住品牌的核心价值,采用市场挑战者迂回、无竞争的品牌战略,使低成本运作也能实现品牌的成功经营。建立品牌道德文化,保持品牌塑造过程的可控性,树立全员品牌管理观念,做好品牌定位。通过低成本积聚品牌资源、运用品牌典故等方法,起到事半功倍的效果从而降低企业塑造品牌的成本。
Core value of brands rests on correct positioning of the brand identification system, centering on the core value. The brand identification system dominates all marketing and publicity efforts, which will in turn strengthen the memory and recognition of the brand positioning in consumers' minds through dissemination of brand information. Although Nantong is the main production base for home textiles, the home textiles firms in Nantong tend to neglect the core value of brands in their implementation of the brand strategy. Nevertheless, tremendous inputs in implementation of the brand strategy have still fallen short of expectation, while resulting in enormous erosion of cash and sharp increase in costs. For home textiles firms in Nantong, therefore, it is of vital importance to focus on core value of brands. The firms shall adopt bypass attack and non-competition strategy , enabling them to succeed in their brand construction through economical implementation. They shall foster brand ideology, maintain the controllability of the brand construction process, establish the conception of managing the brand by involving the whole staff, and position well the brand strategy. By accumulating brand resources through economical means and adopting practices of success brand stories, the firms will achieve their targets effortlessly, and thereby curtail their costs in establishing their brands.
Core value of brands rests on correct positioning of the brand identification system, centering on the core value. The brand identification system dominates all marketing and publicity efforts, which will in turn strengthen the memory and recognition of the brand positioning in consumers' minds through dissemination of brand information. Although Nantong is the main production base for home textiles, the home textiles firms in Nantong tend to neglect the core value of brands in their implementation of the brand strategy. Nevertheless, tremendous inputs in implementation of the brand strategy have still fallen short of expectation, while resulting in enormous erosion of cash and sharp increase in costs. For home textiles firms in Nantong, therefore, it is of vital importance to focus on core value of brands. The firms shall adopt bypass attack and non-competition strategy , enabling them to succeed in their brand construction through economical implementation. They shall foster brand ideology, maintain the controllability of the brand construction process, establish the conception of managing the brand by involving the whole staff, and position well the brand strategy. By accumulating brand resources through economical means and adopting practices of success brand stories, the firms will achieve their targets effortlessly, and thereby curtail their costs in establishing their brands.
引文
1 Philip Kotler & Kevin Lane Keller,,菲利普·科特勒,凯文·莱恩·凯勒《营销管理》(第十二版)世纪出版集团,上海人民出版社;
2 Louis E.Boone & David L.Kurtz,,《当代营销学》第十一版(英文影印版),北京大学出版社;
3 Kevin Lane Keller,,Pearson Education;凯文·莱恩·凯勒,《战略品牌管理》,中国人民大学出版社,2003年5月出版;
4 Fred R.David,,弗雷德·R·戴维《战略管理》(第十版翻译版)经济科学出版社;
5 Jane Eisinger Rooney,,,Feb 2003,pp.46-51;
6 Tom Asacker,,http://www.brandingstrategyinsider.com/2007/11/extreme-makeove.html
7 Brad Davis,BRAND STRATEGY AND INTEGRATED MARKETING COMMUNICATION(IMC),Journal of Advertising,Armonk:Winter 2005.Vol.34,Iss.4;pg.81,12 pgs
8 Russell Willerton,Branding:Brand Strategy,Design and Implementation of Corporate and Product Identity,Technical Communication.51.4(Nov 2004):p.549.
9 Building the Brand:The Multiscreen Challenge;Guest commentary.Television Week 26.24(June 11,2007):p.10.(854 words)From InfoTrac Science & Engineering Database.
10 Greg Kerr,Sue Johnson,A review of a brand management strategy for a small town-Lessons learnt! Place Branding.Houndmills:Nov 2005.Vol.1,Iss.4;pg.373
11 Global Brand Strategy:Unlocking Brand Potential across Countries,Cultures and Markets.Irvine Clarke Ⅲ.The Journal of Product and Brand Management.Santa Barbara:2005.Vol.14,Iss.2/3;pg.137,1 pgs
12 Multibranding Strategy:The Case of Yum! Brands Cathy A Enz.Cornell Hotel and Restaurant Administration Quarterly.Ithaca:Feb 2005.Vol.46,Iss.1;pg.85,7 pgs
13 Global Brand Strategy.Sicco van Gelder.Journal of Brand Management.London:Sep 2004.Yol.12,Iss.1;pg.39,10 pgs
14 Corporate Branding in Marketspace.Helen Stuart,Colin Jones.Corporate Reputation Review.London:Spring 2004.Vol.7,Iss.1;pg.84,10 pgs
15 Brand strategy frameworks for diversified companies and partnerships Elliot S Schreiber.Journal of Brand Management.London:Nov 2002.Vol.10,Iss.2;pg.122,17 pgs
16 Branding needs more than lip service Anonymous.Marketing Management Chicago:Sep/Oct 2002.Vol.11,Iss.5;pg.4,1 pgs
17 W.钱·金、勒妮·莫博涅,《蓝海战略》(中译版),商务印书馆;
18 赵龙,《品牌成长战略》,复旦大学出版社,出版日期:2006年12月。
19 杜鹏飞,《品牌中国》(第一版),青岛出版社;
20 许凌志,《华为的企业战略》(第一版),海天出版社;
21 程文超,《品牌启示录》(第一版),机械工业出版社;
22 吴振海,《不对称竞争》,北京师范大学出版社;
23 刘伟雄,《论品牌及品牌战略的本质与内涵》,http://www.globrand.com/2007/01/24/20070124-103621-1.shtml;
24 章昭赋,《品牌战略新思维一创新营销》,http://www.globrand.com/2007/01/29/20070129-113448-1.shtml;
25 刘建乐,《如何制造品牌的差异化》,http://www.globrand.com/2007/03/14/20070314-16466-1.shtml;
26 祝先智,《品牌延伸谨防“过劳死”》,《企业改革与管理》2007年第2期,ISSN1007-1210 CN11-3793/F;
27 翁向东,《品牌的生命力来自哪里》,《销售与管理/企业外脑》2007年第6期P28-29,ISSN1009-8585 CNl5-1211/F;
28 魏永刚、张伟,《格兰仕:从规模优势向品牌与技术优势突破》,《企业家信息》2007年第9期,ISSN 1005-443X CN11-4360/F;
29 张海娜,《荣事达:品牌塑造之路》,《企业家信息》2007年第9期,ISSN 1005-443X CN11-4360/F。
30 康有正,《行走在未知的营销年代》,http://www.em-cn.com/Article/200711/173144.shtml
31 石川,《品牌经理必须学会战略管理》,http://shichuan.blog.bokee.net/bloggermodule/blog_viewblog.do?id=571922
32 汪德宏,《品牌战略与公司声望管理》,http://www.foresight.net.cn/training/course.aspx?cid=21
33 陈士良,《集团企业出口品牌战略管理》,<<上海企业>>2006年10期
34 林旭升,段志霞,《品牌战略规划》,<<科技信息(科技教育版)>>2006年11期
35 迭名,《品牌战略管理的七大黄金法则》,《糖酒快讯》,http://info.tjkx.com/News/FFFFFFFFFF/2007-12-06/000024712145D1B.html
36 迭名,《服装品牌经营从战术到战略》,厦门鞋帽服装时尚博客,http://blog.xmfz.cn/?action-viewthread-tid-1090
37 齐有明,《高效的企业战略管理--企业发展的法宝》,http://www.globrand.com/2006/04/25/20060425-11245-1.shtml
38 迭名,《危机管理助品牌基业长青》,http://management.mainone.com/marketing/2007-08/110806.htm
39 周永亮,《名牌竞争战略--管理咨询与提高企业竞争力》,经济管理出版社
40 迭名,《如何做好企业的品牌战略规划》,http://www.amteam.org/k/marketing/2007-4/556969.html
41 李岳,《纺织服装行业的品牌战略》,科技创业月刊,2007年第5期,69页-70页
42 曾朝晖,《品牌战略8大模式》,中国机电工业,2007年第3期,66页-67页,
43 徐坚刚,《品牌战略与品牌运作初探》,纺织科技出版社,2007年第3期,13页,42页,
44 袁俊,《企业品牌战略和品牌建设》,机电信息,2006年第26期,17页-22页
45 张忠文,《浅谈企业成功品牌战略的选择》,经济技术协作信息,2007年19期,12页
46 邹勇,《浅议企业的品牌战略》,林业经济,2007年第5期,58页-60页
47 李文水,《实施品牌战略、参与全球竞争》,现代企业,2007年第9期,55页-56页
48 赵力,《我国企业实施品牌战略的问题与对策》,经济研究导刊,2007年第5期,37页38页
49 李莜,《中国民营企业品牌战略》,现代商贸工业,第19卷第7期,68页69页
50 潘晶,《浙江民营企业实施多层次品牌战略的理性思考》,商业经济与管理,2007年第1期,19页-24页
2 Louis E.Boone & David L.Kurtz,
3 Kevin Lane Keller,
4 Fred R.David,
5 Jane Eisinger Rooney,
6 Tom Asacker,
7 Brad Davis,BRAND STRATEGY AND INTEGRATED MARKETING COMMUNICATION(IMC),Journal of Advertising,Armonk:Winter 2005.Vol.34,Iss.4;pg.81,12 pgs
8 Russell Willerton,Branding:Brand Strategy,Design and Implementation of Corporate and Product Identity,Technical Communication.51.4(Nov 2004):p.549.
9 Building the Brand:The Multiscreen Challenge;Guest commentary.Television Week 26.24(June 11,2007):p.10.(854 words)From InfoTrac Science & Engineering Database.
10 Greg Kerr,Sue Johnson,A review of a brand management strategy for a small town-Lessons learnt! Place Branding.Houndmills:Nov 2005.Vol.1,Iss.4;pg.373
11 Global Brand Strategy:Unlocking Brand Potential across Countries,Cultures and Markets.Irvine Clarke Ⅲ.The Journal of Product and Brand Management.Santa Barbara:2005.Vol.14,Iss.2/3;pg.137,1 pgs
12 Multibranding Strategy:The Case of Yum! Brands Cathy A Enz.Cornell Hotel and Restaurant Administration Quarterly.Ithaca:Feb 2005.Vol.46,Iss.1;pg.85,7 pgs
13 Global Brand Strategy.Sicco van Gelder.Journal of Brand Management.London:Sep 2004.Yol.12,Iss.1;pg.39,10 pgs
14 Corporate Branding in Marketspace.Helen Stuart,Colin Jones.Corporate Reputation Review.London:Spring 2004.Vol.7,Iss.1;pg.84,10 pgs
15 Brand strategy frameworks for diversified companies and partnerships Elliot S Schreiber.Journal of Brand Management.London:Nov 2002.Vol.10,Iss.2;pg.122,17 pgs
16 Branding needs more than lip service Anonymous.Marketing Management Chicago:Sep/Oct 2002.Vol.11,Iss.5;pg.4,1 pgs
17 W.钱·金、勒妮·莫博涅,《蓝海战略》(中译版),商务印书馆;
18 赵龙,《品牌成长战略》,复旦大学出版社,出版日期:2006年12月。
19 杜鹏飞,《品牌中国》(第一版),青岛出版社;
20 许凌志,《华为的企业战略》(第一版),海天出版社;
21 程文超,《品牌启示录》(第一版),机械工业出版社;
22 吴振海,《不对称竞争》,北京师范大学出版社;
23 刘伟雄,《论品牌及品牌战略的本质与内涵》,http://www.globrand.com/2007/01/24/20070124-103621-1.shtml;
24 章昭赋,《品牌战略新思维一创新营销》,http://www.globrand.com/2007/01/29/20070129-113448-1.shtml;
25 刘建乐,《如何制造品牌的差异化》,http://www.globrand.com/2007/03/14/20070314-16466-1.shtml;
26 祝先智,《品牌延伸谨防“过劳死”》,《企业改革与管理》2007年第2期,ISSN1007-1210 CN11-3793/F;
27 翁向东,《品牌的生命力来自哪里》,《销售与管理/企业外脑》2007年第6期P28-29,ISSN1009-8585 CNl5-1211/F;
28 魏永刚、张伟,《格兰仕:从规模优势向品牌与技术优势突破》,《企业家信息》2007年第9期,ISSN 1005-443X CN11-4360/F;
29 张海娜,《荣事达:品牌塑造之路》,《企业家信息》2007年第9期,ISSN 1005-443X CN11-4360/F。
30 康有正,《行走在未知的营销年代》,http://www.em-cn.com/Article/200711/173144.shtml
31 石川,《品牌经理必须学会战略管理》,http://shichuan.blog.bokee.net/bloggermodule/blog_viewblog.do?id=571922
32 汪德宏,《品牌战略与公司声望管理》,http://www.foresight.net.cn/training/course.aspx?cid=21
33 陈士良,《集团企业出口品牌战略管理》,<<上海企业>>2006年10期
34 林旭升,段志霞,《品牌战略规划》,<<科技信息(科技教育版)>>2006年11期
35 迭名,《品牌战略管理的七大黄金法则》,《糖酒快讯》,http://info.tjkx.com/News/FFFFFFFFFF/2007-12-06/000024712145D1B.html
36 迭名,《服装品牌经营从战术到战略》,厦门鞋帽服装时尚博客,http://blog.xmfz.cn/?action-viewthread-tid-1090
37 齐有明,《高效的企业战略管理--企业发展的法宝》,http://www.globrand.com/2006/04/25/20060425-11245-1.shtml
38 迭名,《危机管理助品牌基业长青》,http://management.mainone.com/marketing/2007-08/110806.htm
39 周永亮,《名牌竞争战略--管理咨询与提高企业竞争力》,经济管理出版社
40 迭名,《如何做好企业的品牌战略规划》,http://www.amteam.org/k/marketing/2007-4/556969.html
41 李岳,《纺织服装行业的品牌战略》,科技创业月刊,2007年第5期,69页-70页
42 曾朝晖,《品牌战略8大模式》,中国机电工业,2007年第3期,66页-67页,
43 徐坚刚,《品牌战略与品牌运作初探》,纺织科技出版社,2007年第3期,13页,42页,
44 袁俊,《企业品牌战略和品牌建设》,机电信息,2006年第26期,17页-22页
45 张忠文,《浅谈企业成功品牌战略的选择》,经济技术协作信息,2007年19期,12页
46 邹勇,《浅议企业的品牌战略》,林业经济,2007年第5期,58页-60页
47 李文水,《实施品牌战略、参与全球竞争》,现代企业,2007年第9期,55页-56页
48 赵力,《我国企业实施品牌战略的问题与对策》,经济研究导刊,2007年第5期,37页38页
49 李莜,《中国民营企业品牌战略》,现代商贸工业,第19卷第7期,68页69页
50 潘晶,《浙江民营企业实施多层次品牌战略的理性思考》,商业经济与管理,2007年第1期,19页-24页