本文在对品牌管理相关理论与应用进行概括总结的基础上,针对我国小家电行业发展现状与品牌管理中的问题,以九阳公司为具体对象,分析了其内外部环境特点、品牌管理现状及存在的主要问题,si〗:品牌售后公关能力不强、品牌推广宣传中文化宣传不够到位、品牌危机管理不到位。本文结合其发展战略和相关理论,提出了九阳公司未来的品牌定位应在市场环境和产品状况角度进行科学的定位。九阳公司在品牌理念上应打造的主题理念和品牌文化;在品牌发展规划上应做到以打造家庭消费类豆浆机产品的首选品牌为初级M标,以打造国内时尚、健康家电领域首选品牌为阶段性口标,以打造百年九阳、做世界知名品牌为长远目标;在品牌建设与维护策略中,坚持以市场的变化为导向,用创新精神突破重围,不断加大单一品牌的影响力和认知度;在品牌传播促销方面加大品牌宣传力度,销售渠道的建设更加的多元化和专业化,提升法律保护意识、建立公关应对体系等措施,以期为企业实际经营管理提供相应的指导和支持。
关键词:品牌管理,品牌战略,品牌定位,小家电ABSTRACTSmall and medium businesses as an important component of national economyare developing rapidly in the environment of market economy. However, thedevelopment of small and middle-size enterprises is hindered in many aspects,theprimary one is the lacking of the concept of brand management.Currently, the vast majority of small and medium businesses of small appliancesmarket have great potential. However, because of the small sizes of these enterprises,inevitably comes with some the constraints. As market competition intensifies,strengthen the management of the brand is a general trend. This essay is focusing onthe market environment of small-medium appliances and problems in brandmanagement of the businesses,, applying the theory and application of brandmanagement and using Jiuyang Company as a case to study and analyze the marketenvironment and the problems in brand management, such as the post-sale publicrelation of branding, the lack of culture propaganda in branding and the poor solutionto branding crisis . Moreover, this essay also combines the development strategy andthe related theories,putting forward the argument that brand positioning of Jiuyangshould based on market environment and the situations of the products. The brandconcept should focus on theme and culture of itself. The short-term goal of brandingshould make Jiuyang becoming the most fashionable and health-oriented brand. Thelong-term goal of branding should make Jiuyang becoming world-renowned brand.The conclusion of this essay is that in construction and maintenance of brand strategy,enterprises should closely follow the guidance of the market and adjust the marketingstrategies accrording to changes of it, using innovative spirit as a powerfulproblem-solving mechanism, focusing on increasing the influence and recognition ofthe brand, cultivating brand awareness in the potential customer-base, while in theprocess of brand promotion, make sure to be more aware of brand protection,building more diversified and professional sales channels, establishing publicrelations systems and providing guidance and support for the management ofbusiness.Keywords: brand management, brand strategy, brand positioning, small appliances1绪论1.1研究背来和意义1.1.1小家电市场的新机遇在中小家电类产品的市场空间非常巨大,至少有千亿元。除了电饭锅、电风扇等相对较于研发完善的产品所在的市场环境巳趋于成熟外,其它的小家电品类仍有巨额的市场空间等待发掘。而对应的,由于消费环境培养的相对成熟,小家电市场在巨大的市场基础上仍有着蓬勃朝气的成L<:空间。根据相关调查,八成以上的消费者认同小家电在自己的家居生活中扮演的角色口趋重要,而六成以上的消费者则认为小家电已经成为新生活时尚的代表,不再是奢侈的家庭消费(赵勃升,2011)。与此同时,小家电相对于大家电等白色家电来说使用寿命更短,这也督促消费者的更换速度,如此高的消费频率也激励着整体行业的稳增。
按照常规,由于多数小家电产品的使用寿命在六年以下,因此这将使目前正使用小家电的家庭中有近三成将更换新款产品。根据预测表示,未来十年,我国新迁居家庭将占三成,这也表示未来每年厨房小家电更换平均数量将突破260万,因此对小家电行业将高速、持续增长的预计是有理有据的,且有资料表示,中国小家电市场未来的相关利润率和平均增长率将提高三成。
有关资料表示,我国国内的小家电品类少于发达国家近百种,在发达国家的家庭生活中所拥有的小家电平均30-40件,而中国的家庭屮平均每户不到10件。
以目前中国市场经济的发展速度,家庭用户对小家电的需求会越来越多,这个空缺市场将留给未来更多有实力、懂创新的中小企业。此外,根据中国轻工业信息中心的有关资料表明,除去微波炉等个别成熟产品,中国目前的小家电市场竞争才刚刚起步,在这个关键节点进入市场,具有回避恶性低价竞争、易寻市场空白、夺取时间差等优势。家电业圈内常有将大家电比作肥肉、小家电比作大餐的比喻。
因此,即使在WTO的强势冲击下,小家电市场巾保存着相肖可观的利润空间(吴新辉,2009)。
1.1.2市场状况的变化需要企业加强品牌管理如今的国内家电行业彳严然过渡到了靠品牌取胜的时期,而在这个行业大部分遇冷的时候,一个以小著称的小家电集群却正悄然生K,它受到了成千上万家庭的宠爱,它的便利、高雅、实用、时尚不断赢得消费者关注,它赢得了市场的瞩_ M也走上了行业细分的道路。从萌芽到强壮,至今国内小家电行业己逐步壮人为
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