波司登的品牌策略研究
摘 要
波司登是我国最大的羽绒服制造企业，2005年以来，波司登开始全面推进多元化品牌策略，投入建设5万多平方米波司登商务休闲服基地，全力拓展波司登商务男装系列。近些年来，随着全球经济一体化进程的不断加快，对企业的发展也带来了巨大的挑战。目前，我国许多企业已陆续初步探索进行多元化发展策略，以适应日益严峻的市场竞争。企业经营的好坏不再仅仅是企业自身的微观问题,还是关系到区域乃至国家经济发展的一个宏观问题。因此,在经济全球一体化的背景下，有必要通过波司登的品牌策略的分析，从而对我国的企业的发展方向进行研究。本课题的研究成果，从学术角度看，将为我国企业品牌化发展策略研究提供一定的理论参考。从实际操作角度看，将为波司登集团本身提供相应的市场营销指导。本课题对波司登的品牌策略进行研究，旨在通过波司登这一个案，探析具有普遍意义的品牌策略。
关键词：波司登、品牌、策略
Bosideng brand strategy research
absract
BOSIDENG is China’s largest down clothing manufacturing enterprises, since 2005, Bosideng began to promote brand strategy of diversification, investment to the construction of more than 5 square meters of Bosideng business casual clothes base, to expand its business men’s series. In recent years, along with the process of global economic integration accelerate ceaselessly, the enterprise development has also brought great challenges. At present, many enterprises in our country have been preliminary exploration for the diversified development strategy, in order to adapt to the increasingly severe market competition. Business is good or bad is not only their own microcosmic problem, or relationship to regional and even national economic development of a macroscopic problems. Therefore, in the context of economic globalization, it is necessary through its brand strategy analysis, thus to our country enterprise development direction research. The research of this paper, from an academic point of view, will be our country enterprise’s brand development strategy to provide certain theory reference. From a practical perspective, will be BOSIDENG group itself to provide the corresponding marketing guide. The subject of the Bosideng brand strategy research, through the case analysis of group, the universal significance of the brand strategy.
Key words: Bosideng, brand, strategy
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