摘要继品牌定位之后，品牌个性理论成为营销研究领域的又一热点。许多学者包括企业都意识到品牌个性对于消费者偏好的形成有着重要影响，从而影响消费者的购买行为。鲜明的品牌个性是产品从众多同类中脱颖而出的法宝，而不同自我概念的消费者偏好不同的品牌个性这一现象也是企业进行品牌管理，产品定位，销售设计的指明灯。重视品牌定位，强调品牌个性正成为我国企业现在及未来的发展趋势。然而，现有的相关资料表明我国对于品牌个性的研究才刚刚起步，因此企业在运用的过程中势必会存在许多问题。因此，本文试图参考国内外相关文献，在文献述评的基础上加以理论探索，并结合相关案例，就品牌个性在定位中的应用以及我国企业在这一方面所存在的问题进行研究。关键字品牌个性理论产品定位市场应用AnalyzetheApplicationofBrandPersonalityTheoryinPositioningAbstractFollowingbrandpositioning,brandpersonalitytheoryhasbecomeanotherhotspotofmarketingresearchfield.Lotsofscholars,includingenterprisesareawareofthesignificantimpactofthebrandpersonalitytheoryonconsumers’preferencesformation,thusaffectingconsumers’buyingbehaviors.Adistinctivebrandpersonalityisthekeytomakeproductsoutstandingformthepeer,andthephenomenonthatdifferentcustomerspreferdifferentbrandpersonalitiesalsolightsthewayforenterprisesinbrandmanaging,positioningandmarketingstrategydesigning.Emphasizingbrandpositioning,underliningbrandpersonalityisbecomingthepresentandthefuturedevelopingtrendofChina’sbusinesses.However,existingdataindicatesthatChina’sbrandpersonalityhasjuststarted,whichdefinitelyhasalotofproblems.ThisessayisgoingtodiscusstheapplicationofbrandpersonalityinpositioningpointingexistingproblemsamongChinesebusinessesinregardbydoingtheoreticalexplorationonthebasisofreviewofliterature,combiningwithcasestudyaswell.KeywordsBrandpersonalitytheoryProductpositioningMarketapplication目录摘要Abstract1、绪论............................................................................................................................................11.1、研究目的和现实意义......................................................................................................11.2、研究的理论意义..............................................................................................................12、品牌个性的相关文献回顾.........................................................................................................22.1、相关的理论概述..............................................................................................................22.2、品牌个性理论的发展过程..............................................................................................32.3、品牌个性的价值..............................................................................................................42.4、品牌个性的来源..............................................................................................................53、品牌个性应用的案例分析.........................................................................................................63.1、消费者感知下的品牌个性定位......................................................................................63.2、成功定位的品牌的实例..................................................................................................63.4.1、上海金枫酒业---石库门.......................................................................................63.4.2、李宁----西方设计凸显东方元素.....................................
