皮革供应商要素品牌营销策略研究

doi:10.19677/j.issn.1004-7964.2024.02.018

皮革科学与工程 ›› 2024, Vol. 34 ›› Issue (2): 117-122.doi: 10.19677/j.issn.1004-7964.2024.02.018

皮革供应商要素品牌营销策略研究

谢辉, 戴玲^*

广州城市理工学院,广东广州 510800

收稿日期:2023-06-07 修回日期:2023-08-28 接受日期:2023-09-02 出版日期:2024-04-01 上线日期:2024-03-07
通讯作者: *戴玲（1989-）女,硕士,讲师,主要从事饰品设计理论及品牌研究。E-mail: dailing@gcu.edu.cn。
作者简介:谢辉（1984-）,男,硕士,高级实验师,主要从事皮革制品设计理论及实践、品牌营销策略研究。E-mail: xiehui@gcu.edu.cn。
基金资助:
2023年度广东省普通高校特色创新类项目（2023WTSCX158）; 广州市哲学社会科学发展“十四五”规划2023年度课题（2023GZGJ311）; 广州城市理工学院校级科研青年项目（60-K0223027）

Research on the Ingredient Brand Marketing Strategy of Leather Suppliers

XIE Hui, DAI Ling^*

Guangzhou City University of Technology, Guangzhou 510800, China

Received:2023-06-07 Revised:2023-08-28 Accepted:2023-09-02 Published:2024-04-01 Online:2024-03-07

摘要/Abstract

摘要： 从要素品牌的概念和内涵出发,分析了要素品牌的推式策略和拉式策略,认为推拉式策略是要素供应商开拓下游市场渠道的有效途径。基于皮革供应商视角,提出良好的品牌形象是影响要素品牌营销策略实施成功的关键,并探讨了皮革供应商塑造品牌形象中品牌定位、品牌标识、员工品牌意识、产品质量与服务水平、品牌推广方式五个途径。最后根据现有研究提出了皮革供应商的要素品牌营销路径,为同行业企业及工业中间品供应商实施要素品牌策略提供了参考和思路。

关键词: 皮革供应商, 要素品牌, 品牌形象, 营销策略

Abstract: Starting from the concept and connotation of ingredient brands, this paper analyzed the push strategies and pull strategies of ingredient brands, and believed that push strategies and pull strategies were effective ways for ingredient suppliers to explore downstream market channels. Based on the perspective of leather suppliers, it was proposed that a good brand image was the key to the successful implementation of ingredient brand marketing strategies. Five ways for leather suppliers to shape their brand image were explored, including brand positioning, brand logo, employee brand awareness, product quality and service level, and brand promotion methods. Finally, based on the existing research, an ingredient brand marketing path for leather suppliers was proposed, providing reference and ideas for enterprises in the same industry and industrial intermediate product suppliers to implement ingredient brand strategies.

Key words: leather supplier, ingredient brand, brand image, marketing strategy

中图分类号:

F713

谢辉, 戴玲. 皮革供应商要素品牌营销策略研究[J]. 皮革科学与工程, 2024, 34(2): 117-122.

XIE Hui, DAI Ling. Research on the Ingredient Brand Marketing Strategy of Leather Suppliers[J]. Leather Science and Engineering, 2024, 34(2): 117-122.

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皮革供应商要素品牌营销策略研究

Research on the Ingredient Brand Marketing Strategy of Leather Suppliers

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[1]	丁宁, 刘健西. 基于扎根理论的中国皮革制品品牌形象研究[J]. 皮革科学与工程, 2024, 34(1): 119-124.
[2]	马佳敏, 吴晶, 周旭东, 帅可月, 林涛. 新零售业态下皮具品牌营销策略分析[J]. 皮革科学与工程, 2022, 32(5): 89-94.