许村镇家纺业品牌营销研究摘要：海宁许村是我国重要的家纺生产基地，本文通过对许村镇多家家纺企业销售现状的调查研究，理论结合实际，探索品牌营销新思路；分析企业在品牌营销过程中所作出的一系列措施现状，从而进一步发现其中影响许村镇家纺品牌发展步履维艰的根源问题，从而为拓宽企业品牌发展渠道、重塑企业品牌、提升企业竞争力提供创新性建议。关键词：许村;家纺;品牌营销;品牌战略;创新ZhejianghainingXuCunZhenhouseholdtextileindustrybrandmarketingresearchAbstract：Xucunareimportanthometextileproductionbase,thisarticlethroughtoXuCunZhenseveralhometextileenterprisesalesinvestigationofthepresentsituationofresearch,thetheorycombiningwithpractice,explorenewideasbrandmarketing;Theanalysisenterpriseintheprocessofbrandmarketing,aseriesofmeasurestothecurrentsituation,thusfurtherfoundtheinfluenceXuCunZhenhometextilebranddevelopmentaretherootofdifficultproblemsandtobroadenthebranddevelopmentchannelforenterprise,remouldenterprisebrand,promoteanenterprisecompetitionabilitytoprovideinnovativeSuggestions.Keywords:XuCun;Hometextile;Brandmarketing;Brandstrategy;Innovation目录一、品牌营销理论.................................................................................................................................2（一）品牌营销的概念及发展历史.............................................................................................2（二）品牌营销的特点及意义...................................................................................................3二、许村镇家纺业区域品牌营销环境分析.........................................................................................3（一）许村镇家纺业品牌所处的宏观环境分析.........................................................................3（二）许村镇家纺业品牌所处的微观环境分析.......................................................................4三、浙江海宁许村镇家纺业品牌营销现状.........................................................................................4（一）浙江海宁许村镇区域经济的优势及劣势.........................................................................4（二）浙江海宁许村镇品牌营销的现状.....................................................................................5四、浙江海宁许村镇家纺业品牌营销存在的问题.............................................................................6（一）许村镇家纺业品牌意识欠缺.............................................................................................6（二）许村镇家纺业品牌营销模式单一.....................................................................................6（三）许村镇家纺业品牌缺乏创新.............................................................................................6五、浙江海宁许村镇家纺业品牌营销策略.........................................................................................7(一）突破单一产品模式的多品牌营销策略..............................................................................7（二）许村镇家纺业品牌媒体组合策略.....................................................................................7（三）许村镇家纺业品牌创新营销策略.....................................................................................7（四）许村镇家纺业网络品牌营销策略.....................................................................................8（五）浙江宏达经编品牌营销的具体对策...............................................
