浙江海洋学院本科毕业论文
[参考文献]
1、报刊类参考文献
[1]蒋蕾. 杭州女装品牌化发展对策研究[J].杭州科技，2002，（06）
[2]朱伟明. 杭州女装创建强势品牌的探讨[D].浙江理工大学学报，2005，（07） [3]苏怀言，吴基. 服装品牌营销质量的诊断脉络[D].东华大学，2007，（04） [4]徐四清. “杭派”服装业现状分析及对策[J].武汉职业技术学院，2006，（05）
[5]郭建南，胡蕾，朱伟明. 杭州女装品牌发展策略的探讨[J].浙江工程学院学报，2002，（04） [6]韩礼成. 打造浙江产业高地和品牌高地——浙江省服装产业发展竞争力报告[J].浙江经济，2007，（02） [7]凌霓. 在同质化时代淡服装的品牌推广[J].现代商报，2007，（08） [8]卞向阳. 中国服装品牌的现状和应对思路[J].江苏纺织，2001，（11）
[9]郑潞茜. 杭州女装品牌的现状分析及品牌提升的对策研究[J]. 浙江管理学院，2007，（2）
[10]MichaelQuaple,bryan Jones. Logidtics:An Integrated Approach[M].New York:Athenaeum PressLtd,1999 2、图书类参考文献
[1]菲利普·科特勒，洪瑞云，梁绍明，陈振忠. 营销管理[M].中国人民大学出版社， 2005，（05） [2]刘永炬. 别拿品牌不当事儿[M].清华大学出版社， 2007，（07）
[3]戴维·麦克纳利，卡尔·D·斯皮克. 个人品牌[M].中信出版社，2003，（12） [4]韩光晖. 品牌策划[M].北京经济管理出版社，1997，（05） [5]吴舒丹. 服装经营管理[M].北京高等教育出版社，2001，（08）
[6]Temporal.P. Markting and brand managerment[M] St. Peter's University of the school magazine 2004（04）
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浙江海洋学院本科毕业论文
附录1
Markting and brand managerment
What is a marketer? The allure of brand management
Marketing encompasses a wide variety of meanings and activities. Some marketing positions are very close to sales, while others set overarching marketing strategy. What marketing positions have in common is the senseof owner ship over the product or service, as well as the need to understand customer needs and desires and translate those needs into some kind of marketing communication, advertising campaign or sales effort. The manager of product or service marketing is called the brand manager — he or she is the ruler of that marketing universe.
Careers within the marketing/branding arena are high-profile. The business world is now realizing that strong brands and solid marketing programs drive shareholder value, and that companies can no longer make fundamentalstrategy decisions without truly understanding how to market a product. Today?s business challenges — the quest for company growth, industry consolidation and deregulation, economic webs, and the emergency of newchannels and technologies — make marketers even more valuable.
The titles of brand manager, product manager, and to a lesser extent, marketing manager are often used to describe the same function — some companies use one title, others use another. Marketing manager tends to be used in industries other than consumer packaged goods; product manager is often used in tech industries. “Brand management” implies more complete supervision of a product. The typical brand management framework gives a brand “group” or “team” — generally comprised of several assistant brand or assistant marketing managers and one supervising brand manager —responsibility for all matters relevant to their product or products. Whether this responsibility is in fact complete depends somewhat on the size of the company relative to the number of brands it has, the location of the brand group, and most importantly, on the company?s attitude toward marketing.
How important is the individual brand manager?
Consider the company to determine the level of brand manager responsibility. The first factor: the size of the company relative to its number of brands. For a company with hundreds of different brands — Nabisco, for example —brand managers, or even assistant brand managers, may have a great deal of power over a specific brand. At companies with a few core products, brand managers will focus on narrower aspects of a brand. As one recently hired assistant brand
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浙江海洋学院本科毕业论文
manager at Coca-Cola comments: “They?re not going to take an MBA and say, ?Okay, you?re in charge of Sprite.?” Brand managers at such companies will instead be focused on marketing to a particular demographic or geographic group, or perhaps handling one aspect of the product?s consumption (plastic bottles, cases of aluminum cans, and so forth).
International brand managers have historically held more sway than managers in the company?s home market, but keep in mind that the daily tasks of international brand managers often lean more toward questions of operations, rather than questions of strategy or marketing. (?How much should we produce?? or ?How is our distribution network affecting sales?? rather than ?What do we want our brand identity to be??) International brand management is sometimes split into two positions. Global brand managers are more strategic, concentrating on issues such as protecting brand equity and developing product offerings that can be rolled out into subsidiaries. Local brand managers are more tactical. Local managers focus on executing global plans that are delivered to them, and tweak them for local consumers. Also know that with the increasing trend toward globalization and the truly global presence of certain brands, companies have sought to impose more centralization and tighter controls on the marketing of those brands from country to country. In the past, individual country managers have had more discretion and leeway to make decisions about a brand?s packaging, advertising, etc. Now, companies have established tighter guidelines on what can be done with regard to a brand around the world, with the goal of protecting and enhancing the value of the brand and ensuring a consistent product and message worldwide.
Finally, consumer products companies place varying levels of importance on their brand or marketing departments. Some companies, such as the Ford Motor Company, are driven as much by financial analyses of production costs or operations considerations as by marketing. The level of emphasis on finance or operations matters at a firm will influence not only the independence and authority of marketing managers, but also potential marketing career paths. At some companies, marketing is the training ground for general management. At General Mills, marketing is considered so important that employees in other functions who show promise are plucked from their positions and put into the department.
Careers in Marketing
Taking charge of a brand involves tackling many diverse job functions — and different subspecialties. Decide where you?d like your main concentration to lie.
Brand Management
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浙江海洋学院本科毕业论文
In a typical brand management organizational structure, positions are developed around responsibility for a particular product rather than a specific functional expertise (i.e. you?re an assistant brand manager for Cheerios). This structure enables you to be the “master of all trades,” acquiring an expertise in areas such as manufacturing, sales, research and development, and communications. In brand management, the marketing function is responsible for key general management decisions such as long-term business strategy, pricing, product development direction and, in some cases, profit and loss responsibility. Brand management offers a terrific way to learn intensively about a particular product category (you could be a recognized expert on tampons!) and to manage the responsibility of running a business and influencing its performance.
The core of brand work is brand strategy. Brand managers must decide how to increase market share, which markets and demographic groups to target, and what types of advertising and special promotions to use. And at the very heart of brand strategy is identifying a product?s “brand identity.” Brand groups then figure out how to exploit brand strategy, or, in some cases, how to change it. PepsiCo?s Mountain Dew has built the drink?s popularity among youth as a high-caffeine beverage into a “brand identity” of cutting-edge bravado that has boosted market share, while the Banana Republic chain underwent a transformation from an outdoor adventure store that sold actual army-navy surplus to an upscale, chic clothing store. In both cases, the brands have benefited from a shift in brand identity, and consequently, a shift in their market. Brand identity is normally created and confirmed through traditional print, radio, and TV advertising. Advertising is usually produced by outside agencies, although brand insiders determine the emphasis and target of the advertising.
Some liken a brand manager to a hub at the center of a hub and spoke system, with the spokes going out to departments like finance, sales, manufacturing,R&D, etc. It is the job of the brand manager to influence the performance ofthose groups — over whom he or she has no direct authority — in order tooptimize the performance of his or her brand or product line.
Advertising
If you enjoy watching commercials more than television programs, then consider the advertising side of marketing. As an account executive, your role is to serve as a liaison between your brand management client and the departments within your agency. Account executives manage the creative production process from beginning to end, from researching what benefits a product offers, to writing the strategy for a typical commercial. Account executives must also handle matters such as briefing the creative department on how to execute the advertising strategies, working with the media department to buy ad time or space, and determining how to
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浙江海洋学院本科毕业论文
spend the marketing budget for advertising. (Will potential consumers be best reached via TV, outdoor billboards, print or radio — or through a general saturation campaign?) Along with managing the creative process, account executives at ad agencies are increasingly becoming strategic experts in utilizing traditional media, digital media, direct marketing and other services.
Direct Marketing
Ever wonder who is responsible for making those coupons you receive in the mail? Or the Saab videotape you?ve received every two years since you bought your car in 1993? You can thank direct marketers. Direct marketers are masters in one-to-one marketing. Direct marketers assemble databases of individual consumers who fit within their target market, go after them with a personal approach, and manage the production process from strategy inception to out-the-door distribution.
Direct marketers have two main objectives: to stay in touch with their current consumer base and to try and generate more business by finding individuals who fit a target set of criteria but are not currently using their particular product. For instance, if you?ve ever checked out of the supermarket and got a coupon for Advil after buying a bottle of Tylenol, chances are a direct marketer is trying to convince you to switch brands by offering you a monetary incentive.
It?s important to note that direct marketing isn?t just through snail mail. It operates in multiple media such as the Web, telemarketing, and in-store promotions. Direct marketers have a powerful new tool in their arsenal — the Internet. Marketers are able to track the online habits and behavior of customers. They can then serve up customized banner advertisements that are much more likely to be relavant to them. Many consumers have agreed to receive promotional offers on certain subjects — marketers can then send them targeted e-mail messages that allow for much easier access to purchase or action (a click on a link, for example) than a conventional mail direct marketing programs.
Affiliate/Property Marketing
If you?re working with a major brand company like Nike, Disney, Pepsi, or L?Oreal, chances are you?ll do a lot of cross-promotion, or “affiliate marketing.” For instance, Nike has marketing relationships with the NBA, NFL, and a variety of individual athletes and athletic teams. Disney has a strong relationship with McDonalds; cute toys from the entertainment company?s latest flick are often packaged with McDonalds Happy Meals upon the release of each new movie. L?Oreal works with celebrities like Heather Locklear and sponsors events such as the annual Academy Awards.
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