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1、天津師范大學(xué)津沽學(xué)院本科畢業(yè)論文（設(shè)計(jì)）美特斯邦威的品牌營(yíng)銷策略系別：管理系學(xué)生姓名：學(xué)號(hào)：專業(yè)：工商管理年級(jí)：2008完成日期：2011-12-9指導(dǎo)教師：9美特斯邦威的品牌營(yíng)銷策略摘要：在激烈的市場(chǎng)競(jìng)爭(zhēng)中，美特斯邦威作為一個(gè)國(guó)產(chǎn)品牌，能夠經(jīng)營(yíng)的如此成功，相當(dāng)一部分原因是由于該企業(yè)成功的品牌營(yíng)銷策略。美特斯邦威致力于打造一個(gè)定位準(zhǔn)確、風(fēng)格獨(dú)特、特點(diǎn)鮮明的休閑服裝品牌，并立志成為中國(guó)休閑服市場(chǎng)的領(lǐng)導(dǎo)品牌。它具有一套完整的品牌營(yíng)銷策略。從品牌定位的確定、目標(biāo)消費(fèi)者的選擇、企業(yè)的生產(chǎn)經(jīng)營(yíng)模式、品牌的宣傳
2、等措施對(duì)美特斯邦威的品牌營(yíng)銷策略進(jìn)行分析，也可以為我國(guó)服裝品牌的發(fā)展提供參考。關(guān)鍵詞：品牌定位,虛擬經(jīng)營(yíng)模式,“重資產(chǎn)”經(jīng)營(yíng)模式,美特斯邦威9TheBrandMarketingStrategyofMeters/bonweAbstract:Inthefiercecompetitionofthemarket,Meters/bonweasadomesticbrand,capableofoperatingsosuccessfully,considerablepartofthereasonisduetothe
3、company’ssuccessfulbrandmarketingstrategy.Meters/bonweiscommittedtobuildapositioningaccuracy,style,featuresadistinctcasualwearbrand,andaspiretobealeadingbrandofsportswearmarketinChina.Ithasafullsetofbrandmarketingstrategy.AnalysisofMeters/bonwe’sbrandm
4、arketingstrategythroughsomemeasures,asdeterminebrandpositioning、selectthetargetconsumers、theproductionandmanagementmodeofenterprises、brandpromotion,andsoon.Atthesametime,itcouldprovideareferenceforthedevelopmentofgarmentbrandinChina.Keywords:brandposit
5、ioning,thevirtualmanagementmode,“assets”managementmodel,Meters/bonwe9目錄一、美特斯邦威發(fā)展品牌營(yíng)銷策略的重要性·······························1（一）品牌營(yíng)銷有助于提升我國(guó)服裝產(chǎn)業(yè)的國(guó)際競(jìng)爭(zhēng)力···················1（二）品牌營(yíng)銷能夠滿足國(guó)內(nèi)消費(fèi)者的需求·····························1二、美特斯邦威品牌營(yíng)銷策略的成功原因···················
6、··············1（一）準(zhǔn)確的品牌定位··············································1（二）虛擬經(jīng)營(yíng)模式·················································2（三）“重資產(chǎn)”的經(jīng)營(yíng)模式··········································2（四）成功的品牌宣傳···············································3（五）成功的品
7、牌形象策略···········································4（六）美特斯邦威的網(wǎng)絡(luò)營(yíng)銷·········································4三、美特斯邦威的品牌營(yíng)銷策略的實(shí)證調(diào)研·······························59四、美特斯邦威品牌營(yíng)銷策略的不足與建議·······························5五、美特斯邦威成功經(jīng)驗(yàn)的應(yīng)用·······························
8、··········6（一）美特斯邦威品牌營(yíng)銷策略的成功經(jīng)驗(yàn)在行業(yè)內(nèi)的應(yīng)用···············6（二）經(jīng)驗(yàn)總結(jié)·····················································7參考文獻(xiàn)·····························································8參附錄·····················································
