樂港休闲品牌发展与战略研究硕士学位专业论文.docVIP

分类号 密 级 U D C 编 号 10520 硕 士 学 位 论 文 “乐港休闲”品牌发展战略研究 论文负责人：江喜林 学号：2008E01035 ：胡 丹 指导教师姓名、职称：宁 昌 会 教 授 学 科 门 类：管 理 学 专 业 名 称：高 级 管 理 人 员 工 商 管 理 硕 士 研 究 方 向：市 场 营 销 二O一一年八月 摘 要 随着对品牌理论研究的深入和经营实践，人们已经认识到品牌是产品或企业核心价值的体现，是企业所有者的标志，是企业避免同质化竞争的最后一道“屏障”，是企业质量信誉保证 ，是企业发展战略不可或缺的重要一环。 以茶艺和足疗保健两大业务为主的“乐港休闲(Comfort Garden)”品牌，属于定位于中高端市场的休闲服务业。在制定自己的品牌发展战略过程中，首先通过对国内茶艺和足疗保健市场的调研，结合本身在首都机场和其它一线城市机场进行经营的特殊性，对该行业的经营模式进行了认真分析，选择了直营连锁经营模式，并着重加强提升服务品质和管理能力。其次，通过分析影响目标市场的几个关键因素，在对国内休闲服务行业潜在的竞争对手进行了研究的基础上，对“乐港休闲”品牌的机会、威胁、优势和劣势进行了分析，充分认识到随着国民经济的快速增长和居民收入水平的提高，为乘机出行提供了经济保障，国家政策支持、民航业发展的良好现状与未来都为“乐港休闲”品牌的业务发展带来的大好机遇。 关键词：首都机场；乐港休闲；品牌；战略研究 With in-depth theoretical study of the brand and business practice, it has been recognized that the brand is the embodiment of product or business core value, the symbol of business owners, the final“barrier”of a company to avoid the homogenization of competition, the guarantee of corporates quality and reputation, and an indispensable part for enterprise development strategy. With foot care and tea as two oriented business, “Comfort Garden”brand are targeted in the middle and high-end market in the leisure service industry. In the process of designing their own brand development strategy, firstly by the domestic tea and foot care market researching, combined with its own unique line in the capital city airports and other airport operations in tier cities,“Comfort Garden”conduct a careful analysis of the industrys business model. It chose the direct business model, and focus efforts on enhancing service quality and management capabilities.Secondly, by analyzing the impact of the target market of several key factors on the basis of conducting a study of potential competitors in the domestic leisure services industry, the brand opportunities, threats, strengths and weaknesses of “Comfort Garden” were analyzed. It was