UGG品牌分析.docVIP

UGG 企 业 战 略 管 理 分 析 班级：10营本2 学号：20100440223 姓名：李娜 学院：商学院 摘要--------------------------------------------II Abstract----------------------------------------II 关键词------------------------------------------II Keywords------------------------------------------------------------II 品牌故事-----------------------------------III 品牌定位战略-------------------------------IV （一）SWOT分析-------------------------------------IV （1）优势----------------------------------------------IV （2）劣势----------------------------------------------IV （3）机会----------------------------------------------IV （4）威胁----------------------------------------------V （二）品牌定位战略----------------------------------V 三、品牌识别系统---------------------------------V （一）名称------------------------------------------V （二）标志------------------------------------------V （三）标语------------------------------------------V （四）设计系统--------------------------------------V 四、品牌结构-------------------------------------VI 五、品牌延伸-------------------------------------VI 六、品牌传播-------------------------------------VII 七、品牌包装设计---------------------------------VII 八、品牌声誉及维护-------------------------------VII 摘要： UGG作为一种新兴的服饰品牌和流行趋势在世界范围内不断推广，是由于它上等的产品质量，同时也基于它比较成功的品牌推广。要有比较成功的品牌推广就要做一个成功周详的推广策划，而UGG也是赢在了这一点。现如今，在其成功的背后也面临着很大的竞争压力。众多同类服装品牌如雨后春笋般拔地而起，不管是山寨版的UGG，还是各商家新建立的雪地靴品牌，都在某种程度上不断侵蚀着UGG的市场份额。此时，根据市场的现状重新制定新的推广策划就成了突破困境的一大良策。因此就要重新认识与了解UGG，并且根据实际情况对其作出客观分析。 Abstract: UGG as a new fashion brands and fashion trends continue to spread in the world, because of its superior product quality, but also based on its successful brand promotion. In order to have a successful brand promotion will be a successful comprehensive promotion planning, and UGG is also win at this point. Now, in its success is also facing great pressure of competition. Many other clothing brands such as bamboo shoots after a spring rain like after another, whether the copycat version of UGG, or the business new boots brand, to some extent, continue to erode the market share of UGG. At this po