农业推广-城镇化鞋类品牌发展现状问题及对策—以福建省晋江市陈埭镇为例

　 I

　 论文题目：

　城镇化品牌发展的现状问题及对策

　——以福建省晋江市陈埭镇为例

　论文摘要

　 2000 年以来，"三农"问题抑制了我国经济的发展，如何实现新农村城镇化发展已经成为我国社会发展的热点问题。越来越多的城乡一体化和城乡发展、城市化和新农村建设的概念深深植根于人民的心。党的十八大上提出的“新型城镇化"战略，吸引了来自各行各业的人们关注，也进一步激发了城镇化建设的思考。

　 本文在系统地回顾品牌、城市品牌及城镇品牌等相关文献的基础上，分析了城镇品牌建设的理论基础和动力系统，并以晋江市陈埭镇为实例，运用 SWOT 分析法对陈埭镇品牌建设进行优势、劣势、机遇与挑战的定性分析，将陈埭镇的品牌建设定位为鞋类产业新城，提出陈埭镇品牌建设的总体思路、动力系统及保障系统。通过本文的研究，意在通过构建陈埭镇品牌建设的分析框架及创建机制，在进一步丰富城镇品牌建设方面的研究内容。同时，在实践层面，为陈埭镇制定城镇品牌建设战略提供决策依据和经验参考，以实现城镇的竞争力的提升，凸显特色，集聚人才、资源。

　本文通过对国内外品牌、城市品牌、城镇品牌相关理论研究的回顾与梳理，提出城镇品牌的理论基础，参阅了福建省晋江市陈埭镇建设的相关文件和资料汇编，为提出建议和对策提供依据。立足于陈埭镇的发展现状，对陈埭镇的品牌建设进行分析，提出城镇的品牌定位策略。解决的问题有以下两个：第一、城镇的品牌建设过程中品牌定位不清的问题；陈埭镇立足自身鞋类产业优势，打造“鞋类产业新城”的定位构思总体上符合陈埭镇的基本情况与发展方向，但品牌定位不够准确。第二、福建省晋江市城镇的品牌建设实践中，总体发展战略不明确的问题。城镇建设的品牌发展战略不明确，无从下手。

　关键词：农村城镇化；品牌；营销；鞋类

　 II Abstract Since 2000, the issues of agriculture inhibits the development of economy in our country, how to implement the new rural urbanization development has become a hot issue of the social development. More and more urban and rural integration and the concept of urban and rural development, urbanization and new rural construction is deeply rooted in the hearts of the people. Put forward by the party"s on the eighteenth big new urbanization strategy, has attracted attention from all walks of life, and further inspire the thinking of the construction of the urbanization.

　This paper reviews the brand in the system, city brand and city brand etc. based on the related literature, analysis of urban brand construction theory and dynamical systems, and in Chendai town of Jinjiang city as an example, using the SWOT analysis method of Chendai brand construction advantages, weaknesses, opportunities and challenges of the qualitative analysis, the brand construction the footwear industry positioning Chendai Town, put forward the general idea of Chendai brand construction, power system and security system. Through this research, through the construction of an analytical framework of brand building and create a Chendai town system, further enrich the research content of urban brand building. At the same time, in practiceLevel, provide the basis for decision-making and reference of urban brand building strategy for Chendai town development, to achieve competitiveness, highlighting the characteristics of gathering talents, resources.

　 Based on the domestic and international brand, city brand, city brand and related theoretical research review, put forward the theoretical basis of urban brand, refer to the relevant documents of Jinjiang city Chendai town construction in Fujian province and provide the basis for the compilation of information, put forward some suggestions and countermeasures. Based on the current situation of the development of Dai Zhen Chen, Chen Daizhen of brand construction analysis, brand positioning strategy is put forward to solve the problem of the town. There are the following two: first, the process of brand building in the town of brand positioning is not clear; Chendai shoe industry based on its own advantages, a positioning conception of overall "shoe industry park" in line with the basic situation and development of Chen DaizhenDirection, but the brand positioning is not accurate enough. Second, Jinjiang City, Fujian Province, the city"s brand building practice, the overall development strategy is not clear. The development of the city"s brand

　 III strategy is not clear, can not start. Keywords: Rural urbanization; Brand; Marketing;The shoes industry

　IV 目 录 论文摘要 ................................................................................................................................ I

　ABSTRACT .......................................................................................................................... II

　第 1 章

　绪 论 ..................................................................................................................... 1

　1.1

　研究背景和意义 ..................................................................................................... 1

　1.1.1 研究背景 ..................................................................................................... 1

　1.1.2 研究意义 ..................................................................................................... 1

　1.1.3 研究内容 ..................................................................................................... 2

　1.1.4 拟解决的关键问题 ..................................................................................... 2

　1.2

　研究方法 ................................................................................................................. 2

　1.3

　相关理论 ................................................................................................................. 3

　1.3.1 城镇化 ......................................................................................................... 3

　1.3.2 城市营销理论 ............................................................................................. 3

　1.3.3 品牌定位理论 ............................................................................................. 4

　1.3.4 海峡西岸经济区 ......................................................................................... 5

　第 2 章

　文献综述 ............................................................................................................... 3

　2.1

　城镇品牌的研究综述 ............................................................................................. 1

　2.2 关于品牌方面的研究综述 ...................................................................................... 1

　2.2.1 品牌界定研究综述 ...................................................................................... 1

　2.2.2 产品品牌观的研究综述 ............................................................................. 2

　2.2.3 关于国内品牌方面的研究 .......................................................................... 2

　2.2.3 城镇品牌相关主要研究 ............................................................................. 3

　2.2.4 城镇品牌相关研究简要评述 ..................................................................... 4

　第 3 章 陈埭镇鞋类品牌建设的 SWOT 分析 ....................................................................... 6

　3.1

　陈埭镇发展基本概述 ............................................................................................. 6

　3.2

　晋江制鞋产业发展的现状 ..................................................................................... 6

　3.3 陈埭镇品牌构建的优势分析 ................................................................................. 8

　3.3.1 区位优势 ..................................................................................................... 8

　3.3.2 产业优势 ..................................................................................................... 9

　3.4

　陈埭镇品牌构建的劣势分析 ............................................................................... 10

　3.5

　陈埭镇品牌构建的机遇分析 ............................................................................... 13

　3.5.1 海西建设的新机遇新形势 ........................................................................ 13

　3.6

　陈埭镇品牌构建的威胁分析 ............................................................................... 13

　3.6.1 竞相“克隆”，盲目攀比 ........................................................................ 13

　V 3.6.2 政府行为难尽人意 ...................................................................................... 6

　3.7

　陈埭镇品牌构建的主观感受 ............................................................................... 15

　3.7.1 陈埭镇品牌构建的调查方案设计 ............................................................ 15

　3.7.2 品牌建设调查情况分析 ........................................................................... 16

　3.7.2.1 各项分析 ............................................................................................... 16

　3.7.2.2 总体分析 ............................................................................................... 18

　第 4 章

　陈埭镇品牌定位与总体战略 ............................................................................. 20

　4.1

　城镇品牌建设的系统要求 ................................................................................... 20

　4.1.1 产业是品牌建设的核心动力 ................................................................... 20

　4.1.2 受众是品牌建设的内生动力 ................................................................... 21

　4.1.3 政府是品牌建设的主导动力 ................................................................... 21

　4.2

　城镇品牌建设相关流程 ....................................................................................... 22

　4.3.1 准确定位 ................................................................................................... 22

　4.2.2 城镇形象塑造 ........................................................................................... 23

　4.3

　陈埭镇品牌定位 ................................................................................................... 23

　4.3.1 陈埭镇品牌定位——“鞋类产业新城” ............................................... 23

　4.3.2 陈埭镇品牌定位的流程 ........................................................................... 23

　4.4

　陈埭镇建设战略 ................................................................................................... 24

　4.4.1 以传承文化，擦亮鞋城品牌 ................................................................... 25

　4.4.2 以完善产业支撑，增生品牌动力 .......................................

推荐访问:晋江市 福建省 为例