摘要
简述“莆田鞋”区域品牌建设是一个系统工程,利用案例研究法系统梳理“莆田鞋”区域品牌的建设现状、现存问题和发展路径。研究发现:(1)在建设现状上,“莆田鞋”已成功注册集体商标,采用“1+N”主副品牌经营策略;(2)在现存问题上,“莆田鞋”目前定位模糊,“去莆田化”标签和“莆田化”标签两者间的矛盾阻碍“莆田鞋”区域品牌的建设和发展;(3)在发展思路上,“莆田鞋”应通过分析外部环境、避开对手优势、寻找可靠证明等三个步骤明确“莆田鞋”区域品牌定位;通过建立“莆田鞋”品牌指导站、采取“高举高打”策略、构建“莆田鞋”多维联动机制等举措推动“莆田鞋”主副品牌协同发展,将“莆田鞋”区域品牌打造成为一张响亮的城市名片。
This paper briefly describes that the regional brand construction of"Putian shoes"is a systematic project,and systematically sorts out the status quo,existing problems and development path of the regional brand construction of"Putian shoes"by the method of case study.The research findings are as follows:(1)In terms of construction status,"Putian Shoes"has successfully registered a collective trademark and adopted the"1+N"main and deputy brand management strategy.(2)In terms of existing problems,the current positioning of"Putian shoes"is vague,and the contradiction between the"Putian de-Putian"label and the"Putian localization"label hinders the construction and development of the"Putian Shoes"regional brand;(3)In terms of development ideas,the regional brand positioning of"Putian Shoes"should be clarified through three steps:analyzing the external environment,avoiding rivals'advantages,and looking for reliable proofs;Through the establishment of the"Putian Shoes"brand guidance station,the adoption of the"high and high"strategy,the construction of the"Putian shoes"multidimensional linkage mechanism and other measures to promote the"Putian Shoes"main and sub brands coordination,the regional brand of"Putian Shoes"will be built into a sound city business card.
作者
李震
LI Zhen(School of Business,Putian University,Putian Fujian 351131,China)
出处
《莆田学院学报》
2023年第6期56-60,68,共6页
Journal of putian University
基金
国家社会科学基金一般项目(22BGL297)
莆田学院引进人才科研启动项目(2020008)。
关键词
传统产业
高质量发展
莆田鞋
区域品牌
traditional industry
high quality development
Putian shoes
regional brand
