中国鞋类企业品牌战略研究-以红蜻蜓为例

中国鞋类企业品牌战略研究——以红蜻蜓为例(14500字)
摘  要：市场竞争在某种意义上来说是品牌谋略的竞争，在广阔的中国鞋业界要胜人一筹实在很难，它有相当重要的一点是依靠品牌的效应。所以，在消费者心中树立一个值得信赖的口碑，依靠品牌资本运营战略，制定品牌发展策略显得尤为重要。随着国际化不断提高，更多的外国品牌拥入中国市场，一大批中小企业在知名品牌的夹击中，生存将会更加艰难，中国鞋企怎样制定明确的发展目标，科学的发展战略，采用规范的管理模式，运用有效的营销手段，最终让自己在激烈的市场竞争中拥有自己的一席之地呢？针对这个问题，本文以温州红蜻蜓集团的品牌战略作一个比较深入的案例研究，首先介绍品牌的概念，红蜻蜓的品牌发展史，红蜻蜓集团品牌战略的外部环境和内部条件分析，企业文化建设来树立自己的品牌形象。
关键词：品牌；品牌战略；企业文化；红蜻蜓集团 

The study on shoe's industry brand strategy-take hongqingting as example
Abstract:Market competition in a sense, is the brand strategy competition,it’s difficult to one-upship in China’s shoes’ industry , it has a very important point is that the effects depend on the brand. Therefore, establishing a trustworthy reputation in the minds of consumers, relying on the brand equity strategy, developing the brand is particularly important.With the development of the internationalization, more and more foreign brands rush into China. A large number of SMEs in the well-known brands in the attack, survival will be more difficult. How Chinese shoe set clear development objectives and scientific development strategy, the use of standardized management model, the use of effective marketing tool, eventually own in the fierce competition in the market have their own place it?To address this issue, In this paper, Wenzhou Red Dragonfly Group's brand strategy for a more in-depth case study, we first introduced the concept of branding, brand development history of the red dragonflies, red dragonfly Group brand strategy and the external environment and internal conditions of analysis, to establish their own corporate culture Brand image.