美特斯邦威的品牌营销策略毕业论文.doc

PAGE PAGE 7 天 津 师 范 大 学 津 沽 学 院 本科毕业论文（设计） 美特斯邦威的品牌营销策略 系 别：管理系 学生姓名： 学 号： 专 业：工商管理 年 级：2008 完成日期：2011-12-9 指导教师： 美特斯邦威的品牌营销策略 摘要：在激烈的市场竞争中，美特斯邦威作为一个国产品牌，能够经营的如此成功，相当一部分原因是由于该企业成功的品牌营销策略。美特斯邦威致力于打造一个定位准确、风格独特、特点鲜明的休闲服装品牌，并立志成为中国休闲服市场的领导品牌。它具有一套完整的品牌营销策略。从品牌定位的确定、目标消费者的选择、企业的生产经营模式、品牌的宣传等措施对美特斯邦威的品牌营销策略进行分析，也可以为我国服装品牌的发展提供参考。 关键词：品牌定位,虚拟经营模式,“重资产”经营模式,美特斯邦威 The Brand Marketing Strategy of Meters /bonwe Abstract: In the fierce competition of the market, Meters/bonwe as a domestic brand, capable of operating so successfully, considerable part of the reason is due to the company’s successful brand marketing strategy. Meters/bonwe is committed to build a positioning accuracy, style, features a distinct casual wear brand, and aspire to be a leading brand of sportswear market in China. It has a full set of brand marketing strategy. Analysis of Meters/bonwe’s brand marketing strategy through some measures, as determine brand positioning、select the target consumers、the production and management mode of enterprises、brand promotion, and so on. At the same time, it could provide a reference for the development of garment brand in China. Key words: brand positioning, the virtual management mode, “assets” management model, Meters/bonwe 目录 一、美特斯邦威发展品牌营销策略的重要性·······························1 （一）品牌营销有助于提升我国服装产业的国际竞争力···················1 （二）品牌营销能够满足国内消费者的需求·····························1 二、美特斯邦威品牌营销策略的成功原因·································1 （一）准确的品牌定位 ··············································1 （二）虚拟经营模式·················································2 （三）“重资产”的经营模式··········································2 （四）成功的品牌宣传···············································3 （五）成功的品牌形象策略···········································4 （六）美特斯邦威的网络营销·········································4 三、美特斯邦威的品牌营销策略的实证调研·······························5 四、美特斯邦威品牌营销策略的不足与建议···························