广州美恩厨房卫浴公司品牌发展战略研究 随着我国经济发展水平走上快车道，人民的收入快速提高，消费能力和生活 品位也不断提升，消费者在选购商品的时候，对品质、时尚和创新等要求也大幅 提高。厨房卫浴行业是与房地产行业紧密关联的产业，人们在选购产品的时候， 同样对那些品质优良，时尚创新和服务贴心的产品更加青睐，愿意花费更高价钱 专门购买这些公司生产的各种品类的产品，逐渐形成了对这些公司品牌的消费偏 好。针对消费者的需求变化，越来越多的公司纷纷大力投资，打造消费者喜欢的 产品和品牌，抢占巨大的市场需求，市场竞争也越来越激烈。从中国厨房卫浴市 场各大品牌的发展现状来看，高端品牌通过不断创新引领时尚攻城略地，抢占更 多的市场份额；中低端品牌也不断快速跟进模仿，占据越来越多的中端消费群。 反观广州美恩厨房卫浴公司，公司品牌发展在中国市场上一直不被重视，管理层 对品牌的发展思想保守，行动迟缓，使得品牌的影响范围和影响力有限。因此， 本文通过深入分析广州美恩厨房卫浴公司的经营现状，提出了把推进公司的品牌 发展战略作为未来工作的主线，提升公司品牌在更广阔消费群体中的影响力，提 高品牌在行业里整体的市场规模和竞争力，这些目标应成为公司未来发展的重要 方向。 本文在战略分析环节，对公司内部和外部的经营状况进行了系统梳理，对公 司所处外部行业环境及公司内部经营管理现状有了比较深入的了解。然后运用 SWOT分析方法对“广州美恩”公司品牌在中国厨房卫浴行业中的发展机遇和挑 战，优势和劣势进行综合整理，得出公司应当利用已有的优势，改善劣势，进行 产品多样化策略，覆盖更广阔的市场面，减少竞争对手抢占市场的威胁，即采用 多样化战略。在战略规划环节，根据公司内外部的经营现状，制定了拓展新消费 领域的产品开发竞争战略，更多迎合年轻消费群体的喜好和趋势，为品牌注入更 多科技创新元素和年轻时尚设计感，让品牌变得更富有活力和激情，呈现更明显 的品牌差异化策略。在品牌发展战略的实施环节，提出了构建公司品牌文化建设 和培训机制、推进技术创新人才团队建设的具体实施建议，并且为品牌宣传和拓 II 宽营销销售的渠道方面指出了方向，同时建议公司更多的主动承担和履行企业社 会责任，为品牌发展赢得道德力量。最后，在品牌发展战略的保障措施上，提出 公司要建立专门的品牌管理专业团队和制度，持续提升市场需求规划和研发创新 能力的建议，同时还要完善公司内部管理流程，建立风险防范机制和快速危机处 理的制度，为公司的品牌发展战略顺利推行保驾护航。 关键词：厨房卫浴，品牌，经营环境，发展战略 III Abstract Research on Brand Development Management Strategy for Guangzhou MEIEN Sanitary Ware Company Along with China economic development runs on the fast track, people's income is rising rapidly, consumption capacity and life quality are also rising. When consumers purchase goods, the requirements for quality, fashion and innovation are also greatly improved. The kitchen and bathroom industry is closely related to the real estate industry. When people choose products, they are also more interested in those products with good quality, fashion innovation and attentive service. They are willing to pay a higher price to buy all kinds of products produced from these companies, and gradually form a consumer preference for these companies' brands. In response to these changes in consumer demand, more and more companies have invested heavily to create products and brands that consumers like, to seize the huge market demand, and the market competition is increasingly fierce. From the perspective of the development status of major brands in China's kitchen and bathroom market, high-end brands lead the market through continuous innovation and fashion, occupy more market shares; middle and low-end brands also continue to follow up and imitate rapidly, occupying more and more middle-end consumers. In contrast, Guangzhou MEIEN kitchen and bathroom Co., Ltd. has not been paid attention to its brand development in the Chinese market. The management's conservative thinking on the brand development and slow action, makes the brand influence and scope are limited. Therefore, through in-depth analysis of the operation status of Guangzhou MEIEN kitchen and bathroom Co., Ltd., proposed that to promote the company's brand development strategy as the main tasks of future work, enhance the influence of the company's brand in a broader consumer group, improve the overall market scale and the brand competitiveness in the industry, these goals should become an important direction of the company's future development. In the strategic analysis, the paper collated the internal and IV external business conditions of the company, so as to have a more understanding of the external industry environment and the internal business management status of the company. Then use the SWOT analysis method to sort out the development opportunities, challenges, advantages and disadvantages of Guangzhou MEIEN brand in China's kitchen and bathroom industry. It is concluded that the company should take advantage of its existing advantages, improve its disadvantages, carry out product diversification strategy, cover a wider market and reduce the threat of competitors to seize the market, that is, adopt diversification strategy. In the strategic planning phase, according to the internal and external business status of the company, the company has formulated the product development and competition strategy to expand the new consumption field, more cater to the preferences and trends of young consumers, add more scientific and technological innovation elements and young fashion design sense into the brand, make the brand become more energetic and passionate, and present more obvious brand differentiation strategy. In the implementation of the brand development strategy, it puts forward the specific implementation suggestions of building the company's brand culture construction and training mechanism, promoting the construction of the technical innovation talent team, and points out the direction for brand publicity and expanding the marketing and sales channels, at the same time, it suggests that the company should take more initiative to undertake and fulfill the corporate social responsibility, and win the moral strength for the brand development. Finally, in terms of the guarantee measures of brand development strategy, it is proposed that the company should establish a special brand management professional team and system, continuously improve the market demand planning and R & D innovation ability, improve the company's internal management process, establish a risk prevention mechanism and a fast crisis management system, and guarantee the smooth implementation of the company's brand development strategy. Key words： Kitchen and Bath，Brand，Business Environment，Development Strategy V 目 录 第1章 绪论 ...................................................................................... 1 1.1 研究背景与意义 ......................................................................... 1 1.2 研究方法与内容 ......................................................................... 3 1.3 文献综述与理论基础 .................................................................. 5 第2章 广州美恩公司发展现状和品牌经营中存在的问题 ................. 11 2.1 广州美恩公司简介和品牌运营现状 ........................................ 11 2.2 广州美恩公司品牌经营中存在的问题 .................................... 14 2.3 广州美恩公司品牌经营中存在问题的成因分析 ..................... 17 第3章 广州美恩公司经营环境分析 .............................................. 21 3.1 公司外部环境分析.................................................................... 21 3.2 公司内部环境分析.................................................................... 32 3.3 公司品牌SWOT分析 ................................................................ 35 第4章 广州美恩公司品牌发展战略制定及实施 ........................... 41 4.1 公司品牌发展战略目标 ............................................................ 41 4.2 公司品牌发展战略规划 ............................................................ 44 4.3 公司品牌发展战略实施 ............................................................ 49 4.4 公司品牌发展战略实施保障 .................................................... 51 结 论 .................................................