摘要
随着中国GDP以接近两位数的增长以及人民生活水平的提高,我国的印刷机械设
备产业正以前所未有的速度迅猛发展。进入二十一世纪,中国的印刷机械设备开始进
入了品牌化营销时代,其间也出现了一批名牌。然而印机行业品牌营销就整体而言并
不尽人意,存在着诸多问题。中国印刷机械设备如想在新的世纪里有进一步的发展,
必须在品牌营销上下功夫,努力提高品牌竞争力。为此,本文选取“印刷设备的品牌营
销策略”这一课题
论文首先介绍中国印刷机械设备的现状,特别是印刷后道设备的现状以及品牌营
销的实际情况,通过对品牌营销存在的问题进行分析,面对日益激烈的市场竞争,每
个印刷设备企业需要品牌战略。随后本文以上海BY公司为例,通过对公司品牌营销的
进行分析,发现了公司品牌营销中从设计理念到实际应用中存在的某些不足之处,通
过对BY公司的内外部环境进行分析后,结合有关理论,总结出适合当前BY公司品牌
营销的一种成功模式。通过对上述一系列内容的研究,希望能够使BY公司认识到品牌
营销的价值,使自己能在日益激烈的市场竞争中立于不败之地。因此,这篇论文具有
一定的现实意义与参考价值
本文共分五部分,第一部分为绪论,介绍选题背景,意义以及研宄条件。第二部
分为品牌营销的有关理论。第三部分为印后设备的现状以及BY公司介绍。第四部分
BY公司的品牌营销的现状以及存在的问题。第五部分针对BY公司在品牌营销上出现
的问题,提出品牌营销的策略,通过品牌营销的传播以及差别化的品牌定位来提高品
牌核心价值,以达到品牌营销的目的
关键词:品牌战略;营销;印刷后道设备;
第II页
华东理工大学硕士学位论文
Brand Marketing Strategic Research of Shanghai
BY Company Printing post-press
Abstract
With near double-digit growth and the remarkable development of the people's level of
life,our country's printing machinery equipment industry is developing rapidly in a
unprecedented speed. When entered into 21st Centrury,China's printing machinery equipment
has come into the time of brand marketing. During the period of this time,some brands
were appeared.However, printing machinery industry's brands marketing,as a whole, is not
desirable.lt exists many problems.If Chinese print machinery equipments want to have a
further development in a new centrury,it would make a hard effort to marketing a brand,and
try our best to raise the competition of brand. Hence,this paper will select the lesson of the
Brand Marketing Strategy of Printing Machinery.
The paper will firstly introduce the current status of Chinese printing machinery
equipment,especially in the current status of printing post-presst and the acutually
performance of brand marketing,it has analysed the problems existing in brand
marketing.Facing the increasingly competitive market,every printing equipment corporation
needs brand stategy.After the paper will make an example of Shanghai BY company, by
analysing the company's brand marketing,to realize the shortcoming of brand marketing from
designing conception to accually application. Besides, by analysing the BY company's inside
and outside environment, and integrating with theory, to conclude a kind of suitable
and successful mode with Shanghai BY company.By researching a series of above statement」
hope BY company would realize the value of brand marketing,and make itself stand in an
invincible position in an increasingly fierce market competition.Therefore,this paper
has practical significance and reference value.
This paper consists of five parts. Part one is introduction,it introduces the background,
meaning and research conditions of selecting the paper's topic.Part Two is some theories
and knowledges of brand marketing.Part three is the currcnt status of printing equipment
and the introduction of BY company.Part four is the current status and problems of BY
company's brand marketing.Part Five is the strategy of brand marketing put forward in
connection with BY company's problems,and to raise core values of brand by spreading brand
marketing and different brand positioning.
Key words: Brand strategy, Marketing, Printing post-press