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首页 金利来的定位策略与品牌保护(Goldlion´s positioning strat…

金利来的定位策略与品牌保护(Goldlion´s positioning strategy and brand protection).doc

金利来的定位策略与品牌保护(Goldlion´s …

Gabriel水洋
2018-05-02 0人阅读 举报 0 0 暂无简介

简介:本文档为《金利来的定位策略与品牌保护(Goldlion´s positioning strategy and brand protection)doc》,可适用于社会民生领域

金利来的定位策略与品牌保护(Goldlion´spositioningstrategyandbrandprotection)金利来的定位策略与品牌保护(Goldlion'spositioningstrategyandbrandprotection)Goldlion'spositioningstrategyandbrandprotection"Goldlion,theworldofmen""In,CengXianzifoundedtheGoldlion(FarEast)Limitedcompany,erectedthe"Goldlion"signs,hedeterminedtodothefirstbatchoffactories,theproductionoffirstclassproducts,theChinesepeopletocreatetheirownbrandnamesAfternearlyyearsofhardwork,CengXianzirealizedhisambitionToday,Goldlionisnotonlyinextremelybrightandvibrantimageoftheproduct,willbethefirsttointroduceHongkong'sEuropeanflavor,butalsotheoneandonlyshesuccessfullyerectedagildedsignboard,especiallyinthetie,inadditiontodominatethelocalmarket,morepopularYuHaiinsideandoutsidethemorethancountriesandregionsTheGoldlioncompanyinthefastdesign,fastproduction,fastproduction,fastmarket"slogan,themonthlyupdatelistingpatternstylesisunder,theEuropeanplantdustGoldliontiesoonoccupiedHongkongandtheSoutheastAsianmarket,atthesametime,inSingapore,Malaysia,Thailand,Taiwanandothercountriesandregionstoestablishabranch,scopeofbusinessfromthetietomen'sseriesproducts,productsincludebagtowel,scarf,tie,belt,liftingbelt,shirts,dressshirts,suits,casualfashionsuits,sweaters,TShirts,trousers,casualpants,leatherjacket,cashmerecoats,socks,underwear,andallkindsofhandbags,wallet,beltman,leathershoesandotherleatherproductsandkeychain,tiepin,lighters,cigarettecase,namecardboxandotherhardwareaccessoriesIn,China'sfirstSinoforeignjointventuretiefactoryChinaGoldlionCo,LtdwasfoundedIn,Goldlioninvested$millionthousand,foundedinthemainlandofGoldlion(China)clothingleatherCo,ltdSofar,GoldlionhasestablishedextensivesaleschannelsandnetworksinmainlandChina,Goldlionhasmorethanfranchisestores,morethanzhuanmaigui,salesdoubledinrecentyears,inachievedsalesofbillionmillionyuanachievementsIn,GoldlionmarketinmainlandChinaisnotweak,thenationalsalesrevenueofmorethanbillionmillionyuan()accuratepositioningThemostimportantthingistosellgoodsinanindustrySelecttheproductionofmarketableproducts,especiallyforafactoryjustcreatedfactoryistantamounttoalifeline,thelowgradeandhighgradeproductselectionisanimportantissueformanyenterprisesLowendproductscanadapttothelowerpurchasingpowerofordinaryconsumers,andthereforemaysellwellbuttocreateafamousbrand,andbecometheindustry'sfirst,youmustbehighgradedevelopmentInthelates,atthestartofCengXianzi'scareer,GoldlionwasjustamanualworkshopthathadtoendurehardworktokeepsixfamiliesaliveHowever,CengXianziwasnotintheordinarypeoplecanbearadversity,keepsobermindedentrepreneursisextremelyrare,thecreationofbrandfrombrandawarenesstogerminationwiththeirsharpeyes,impressivebusinesstentacles,finallyinthespecificbusinessenvironmentinHongkongtostand,forthemselvesandforhisownbrandtofindasufficienttolaysurvival,seekdevelopmentspaceinthetiequalityboldchooseEuropeanhighgradetiematerialproductioninHongKong,tiepricedbetweenhighandlowpriceproductsfromHongKong,andconfidentlyhitfromabrandGoldlion,Goldlionset"toestablishthebrandandchallengeofforeigngoods"thetarget,soastoGoldlionfromtheformationtothedevelopmentofthemostsolidfoundationAtthesametime,GoldlionbeganaseriesofdrasticbutRuleiguanerlikeadvertising,tocreateaworldatthattimeonlywomendominatetheworldanotherstrikingspectacle:"Goldliontie,themanoftheworld"ThemovesuccessfullylaidoutGoldlion'sreputationasaHongkongbrandGoldlion'sproductsaretargetedatsuccessful,maturemenandwhitecollarworkersintheofficeItsproductsincludenotonlythetie,shirt,suit,tie,belt,beltandallkindsofleatherproducts,moresectionsofmetalaccessories,makemoreandmoreemphasisonfashion,tohighlightthepersonaltasteandtemperamentoftherespectedmenfreely,moreperfectcollocationPerhapsbecauseofthis,GoldlionbrandattractedmorepeoplepursuitWiththedevelopmentofGoldlion,Goldlion,foreignboldlylearnwidelyfromothers'strongpoints,sublimationofGoldlioninternationalbrandimage,soastorealizethedevelopmentstrategyofGoldlionproductdiversificationandinternationalizationoftheseriessuccessfully(two)pricestrategyIn,theworldeconomywasinastateofrapiddeclineTheHongkongWorldTradeCenterfinancialnaturecannotbespared,thestockmarketcrash,manybusinessfailures,millionsofworkersunemployed,resultinginthedeclineinthepurchasingpowerofthebacklogofgoods,manybusinessesplay"bigsale"and"sale"and"bargain"signstoattractcustomersisnotenthusiasticGoldlionnaturallycannotescapethestorm,salesdeclined,productionnaturallydeclinedIfthissituationcontinuestodevelop,thentheconsequenceswillbeunimaginableTherefore,Goldlion'stiepriceseemsinevitableInbadsales,pricecutsarethemostcommonandeffectivecopingmeasure,andlowerpriceswillattractmorebuyersButconsideringthepricewillmakeupforyearsandfinallyGoldlionluxury,senior,exclusiveimageofCengXianzifinallydecidedtobedestroyedononeday,theopposite,thesalepricetieInthisregard,peersaregiventotheThereweremanydiscussionsLaughHowever,CengXianzisaid:"thepriceofthetiewasonlyaffectedbytheeconomicdownturninHongkong"AstheHongkongpeoplegenerallywearsuitsandties,butalsothepursuitoffamousbrand,sothedemandforthenecktiemarketisstillverylargeInthepriceatthesametime,CengXianziwasimmediatelysenttotheEuropeanmarkettobuycolorupdatestyles,morecompletevarietiesofgoodsonthemarket,asfaraspossibletotakecareofdifferentages,differentconsumergroups,differentpersonalitypeople'spreferencesWhileothermanufacturersinthetieindustrywerebusymakingpricewars,Goldlion'spriceraisingstrategycausedasensationHoldthepriceup,likethehead,lookingatthesameThisaddstoGoldlion'spositionintheeyesofthepeopleHighstatuswillnaturallyattractalargenumberofcustomerstobuyAsaresult,saleshavenotseenlessthanbeforeComparedwiththosewhohavecutprices,Goldlionhasnotonlykeptitsstatus,buthasraiseditsownvalueInadepressednecktiemarket,Goldlion'sbrillianceisparticularlystrikingWhentherecoveryoftheworldeconomycomes,Goldlion'slusterismorethaneverbefore,norisitcomparabletowhatotherscandoAndthosefordecadesinHongkongallforeignbrandnameproducts,somewereknockedoutoftheHongkongmarket,havesincedisappearedInthelastyearsofGoldlion'sdevelopment,Goldlionhasneverjoinedthewaveofpricecutswasatoughyearforbusinessandbusiness,andmanymanufacturerswereusingnegativetacticssuchassalesandcontractiontosurviveGoldliondidnotfollowthetrendandinsistedonholdingupthepriceGoldlionbelievesthatthepricereductionisanoendoftroubleforthefutureGoodsthroughmanufacturers,distributors,consumersthreelinks,thelossisnotthemanufacturers,dealers,willalwayshurtoneside,willeventuallyhurtconsumersGoldlionhasalwayspursuedthepricepolicyis:thenationalunifiedwholesaleprices,unifiedretailprices,nopricecuts,toensurethattheinterestsofconsumers(three)thecharmofadvertisementIntoday'ssocietywherethemediaissoadvanced,advertisinghasgreatpowerItcanbesaidtoturnthehandoverthecloudsandcoverthehandswithrainAtthebeginningofthes,whenGoldlionwasjustthriving,theChinesetabletennisdiplomacypushedtheearthinsmallballs,andtabletennisbecameespeciallyattractiveSoon,themostprestigioustennisduoZhuangZedongandLiFurongtocometoHongkongtoperform,acauseofpeoplewaitingforaThereweremanydiscussionsAndtheplaystagedBecauseZhuangZedongisthethreeconsecutiveWorldChampionshipschampion,whileLiFurongisthreeconsecutiverunnerupZhuangLi,HongKongshow,naturallytherewillbetelevisedliveSmart,sharp,decisiveandforcefulCengXianzionthisrareopportunity,andresponsibleforthetelevisedradiotelevisionHongkonggeneralmanagerChenQingxiangagreedtobuyZhuang,TVspecialsponsorshipmattersofLiyuShowagenerationoftabletennisWangZhuanghouseandLiFurongstarted,howmanypairsofeyes,withoutblinkingonthesmallscreen,andthescreenofGoldlionadvertisingisalossreflectedintothemindsoftheaudience,thesmallpingpongballwith"Goldliontie,aman'sworld"advertisementthewordpopularinHongkongTheadwasarealsuccessZhuangandLiwereshortlived,whiletheeffectofadvertisingcontinuedInlessthanaweek,thegrandoccasionofthetabletennismatchbecameasensationinthewholeterritory,andtheGoldliontiebecamemoreandmorefamousandbecameahouseholdnamebrandinHongkongBuyGoldliontieseemstohavebecomeafashion,thepriceperdozentiebyHK$toHK$,almostequaltoforeignimportsofsimilartieprice,butisstillinshortsupplyAdvertisingonthemainlandisanotherextraordinaryworkofGoldlionBetweenand,alongwiththetideofreformandopeningup,theChinesemainlandbeganitsfirstsuitfeversincesFromthenationalleaders,theprotagonistisofftoremotevillages,decadesoldtunicsuitandtie,suddenlybecomepopularinmainlandAsaworldfamoustieking,naturallywillnotmissthisfatmouth,CengXianzidecidedtoenterthemainlandmarket,butisoutoftheordinary,heisnotthethunderandraintoentertoonlyadvertisingdeliveryHesentpeopleinmainlandChina'smajortelevisionstations,newspapersandmagazinesbigGoldliontieadvertising,theadphrase"Goldliontie","Theworldofmen"hasquicklybecomethebuzzwordofthemainland,butthemainlandhasneverseenarealGoldliontieA"man'sworld"customersareanxiouslywaitingtofindoutwhereGoldlion,GoldlionsalestieofprofitablebusinessesinanxiouslyaskedGoldlionwholesalerswillarrivegoodinvestigationqiuhaopressforGoldlionhasnottowonderButCengXianziignoredtheadviceofsomeofhissubordinates,orlethistierestinthewarehouse,asifadreamhasnotyetbeendoneAgoodwithoutvacillatingCengXianzi!HishandhookedmanypeopleinGoldlionandanxious,desire,andthiswillundoubtedlygreatlyincreasethe"Goldlion",intheheartsofthepeopleGoldlionfinallyshoweduponthemainland!It'sreallyagreatshow"In,CengXianzigavetheorder,alargenumberofGoldliontieasthewavelikerapidburstintothesizeofthestoreThatluxury,thathighgrade,plusalongtimeoflonging,suddenlyseizetheheartsofcustomers,manypeopletieGoldliontieforthegreatestgloryGoldlion'snecktiessoldwellinthemainland(four)brandprotectionMostofHongKongbusinessmen,suchasthepeopleofthetimes,haveclearlyrealizedtheimportanceofbuildingfamousbrands,strivingformarketshare,maintainingasuperiorcompetitivepositionandmaintainingtheimageoffamousbrandsHongkong(HongKong)(inGoldlion'smostvaluableassetisthebranditself)analysispointedout:"Goldlionbrandsuccessistotaketwentyyearstobuildconsumerconfidenceinthebrand"Goldlion"Thisisthecompany'smostimportantasset,consumersbelievethatthebrandrepresentsacertainqualityassurance""Creatingafamousbrandisdifficultandkeepingabrandismoredifficult""Ontheonehand,aftertheestablishmentoffamousbrand,therewillbecounterfeitproductsimmediately,endangeringthereputationofthebrand,andevendestroyitOntheotherhand,withintheenterprisemaythinkthatthebrandhasbeenestablished,justsellthebrand,withouthavingtofocusonquality,sothatthebrandlostmarketIntheestablishmentandmaintenanceoffamousbrands,theconcreteimplementationmeasuresofGoldlionaremainlymanifestedinthestrictcontroloftheproductionprocess,andensurethequalityofstabilityGoldliontieadvancedproductionequipmentimportedfromGermany,andtorecruitalargenumberofprofessionalandparttimefirstclassdesigntalent,Goldlionspecificallyforthedesignoftiepattern,alsofromWesterndesignersfromthesample,selectthemostfashionableandmostappropriatemarketstyle,constantlyenrichthevarietyofGoldlioninaddition,Goldlion'spurchaseofallmaterialfromItaly,France,Germany,Switzerland,AustriaandothercountriesThesecondisthatGoldlion,unlikeotherbrands,sellsatholidayoroffseasonpricesandmaintainspriceuniformityinallregions,thuspreservingtheimageofbrandedproductsInaddition,inordertopermanentlyconsolidatetheimageoffamousbrandproducts,GoldlionhaspaidgreatattentiontoadvertisingwithoutinterruptionMoreover,Goldlionestablishedfranchisedstoresinallpartsofthecountry,aswellasopeningcountersinmajordepartmentstores,andplayedamajorroleinmaintainingtheimageoffamousbrandsandcrackingdownoncounterfeitproductsTodayGoldlionisadapttothedifferentcountriesanddifferentlevels,differenttypesofcustomerneeds,Lectrawarlords,eachyearflowers,eachflowercolorsatotalofnearlythousandvarieties,notonlymakeoneselfinaninvincibleposition,butalsoplaysaleadingroleinleading

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金利来的定位策略与品牌保护(Goldlion´s positioning strategy and brand protection)

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