关键词：婴儿推车品牌；品牌管理；案例研究婴儿推车著名品牌的形成和成长机理——基于世界六大顶级婴儿推车品牌的多案例研究Abstract
In this paper, the world&39;s top six baby stroller brand Chinese industry information
network statistics publicity as the research object, using case study method analysis of
the world baby stroller brand development, to construct a research framework of the
baby stroller brand formation and growth mechanism, summarizes the theoretical
model of the world&39;s top brand baby stroller formation and growth mechanism the
main contents include:1. With the rapid development of economic, safe and
comfortable nursing culture environment and equal consumption legal environment
under the action of baby stroller consumption (show and enjoy) motivation and wealth
stratification and development; the luxury baby supplies for use in addition to
economic development and relationshipWith the law on the protection of private
property, stable social order and relations, but ultimately promote the development of
productive forces is the emerging middle class in the new class and growth, resulting
in the sensitive smell of the entrepreneurs to see the market prospects, also saw their
great influence on this famous brand of consumer groups; these sense of smell
sensitive entrepreneurs can from the growth process of brand experience from brand
name to both the name and logo of the stage, and then gradually develops to the
modern logo we see like a commodity, commodity logo, commodity unique
advertising words; at the same time to target customers.Knowledge is a process of
gradual change, and later became the founder of the people they had been living
environment, family background, education, every hour and moment does not affect
their brand creation and enterprise development choices, including improving the
packaging requirements (the name of the commodity, eye-catching signs, loud
advertisement) the internal management factors and brand (organic combination of婴儿推车著名品牌的形成和成长机理——基于世界六大顶级婴儿推车品牌的多案例研究selection of target groups, according to the target group to determine the marketing
positioning and marketing positioning, according to the target group of goods, price,
marketing channel and market information feedback of four elements) in two
dimensions. The interaction and influence of three aspects of the above eight aspects,
to promote theBaby stroller brand formation and growth
Key word:Baby stroller brand; brand management; brand group婴儿推车著名品牌的形成和成长机理——基于世界六大顶级婴儿推车品牌的多案例研究目录
摘要...........3
Abstract...........4
目录...........6
1研究设计...........10
1.1研究框架...10
1.2研究方法...11
1.3样本选择...11
1.4技术路线...12
1.5效度和信度14
2案例分析.15
2.1第一阶段，婴儿推车品牌的初始基因(19世纪中期).16
2.1.1历史背景....16
2.1.2创始人特征17
2.1.3创始人行为特征....19
2.2第二阶段，豪华婴儿推车品牌的形成过程(19世纪末期至20世纪六十年代)........20
2.2.1历史背景....20
2.2.2继承人特征21
2.2.3创始和继承人的行为特征...........22
2.3第三阶段，婴儿推车品牌的快速成长过程(20世纪六十年代至今).25
2.3.1历史背景....25
2.3.2继承人特征25
2.3.3继承人的行为特征........26
2.4归纳婴儿推车品牌形成和成长的影响因素......29
3研究结论与讨论...........30
3.1研究结论...30
3.1.1婴儿推车品牌如何形成和成长分析......30
3.1.2婴儿推车品牌形成和成长的原因分析...30
3.1.3婴儿推车品牌形成和成长中的差异性分析......31
3.2结论讨论...33
3.3研究局限和未来研究方向...........33
结语.......35
参考文献.......36
致谢.........39婴儿推车著名品牌的形成和成长机理——基于世界六大顶级婴儿推车品牌的多案例研究引言
拥有知名婴儿推车品牌数量的多少也是反应一个国家和地区经济发展和生
活水平的隐形指标之一。婴儿推车的发明不仅给人们的日常生活带来了许多便利
之处，保护我们下一代的安全，帮助营造美好的生活环境，而且还给那些优质品
牌的婴儿推车持有人带来丰厚的利润和良好的社会口碑，进而体现出一个产品的
价值，打造知名品牌也是一种价值观的体现是凝聚焦点、体味尊贵、尽享奢华的
表现
近年来亚洲新兴经济体尤其是中国经济的高速发展是中国大陆市场成为为
世界婴儿推车消费增速最快、规模最大的国家，买对巨大的市场潜力国内许多企
业纷纷进军婴儿用品及婴儿用车行业，众多企业不惜投入巨资筹划向婴儿推车领
域进军，准备在这市场开疆拓土。当然，现在我国除了“好孩子”等少数几家民
族企业成功打下自己部分市场以外，其他本土企业尝试的效果并不理想，多数企
业仍在廉价低端市场搏杀。婴儿推车行业涉及是复杂生产链，从前期规划、基础
设备建设、都生产、销售投资大，跨度长，是典型的高投入和高产出的行业，在
这个行业西方欧美国家领先我们一个时代，他们销售的不仅是产品更是概念和生
活品质，因此我们国家很多企业纷纷上马婴儿推车项目直接导致的风险就是高投
入不一定一定能够带来高产出
品牌婴儿推车是指高附加值的婴儿推车品牌，是指超出人们基本的使用需求
的，就有一定符号标志的独特、豪华、存世量较少等特点的婴儿推车商品，包含
自己特有的的名称、标记、广告语等。这类商品在选择目标群体，根据目标群体
确定营销定位，根据目标群体和营销定位进行商品、售价、营销渠道和市场信息
反馈等要素方面有着较高的要求，打造品牌的目的在于给顾客带来独有的超值享
受，这样品牌企业也可以的得到
。。。以上简介无排版格式，详细内容请下载查看
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