婴童产业品牌建设策略思考——以逗逗仔公司为例

On the construction strategies of the product brands for infants and children——taking Lovely-baby Ltd.Co. for example

在竞争激烈的婴童产品市场,如何塑造个性鲜明、具有广泛知名度和美誉度的品牌是企业面临的一个重要的课题。借鉴国内外已有的品牌理论研究成果,以逗逗仔婴童用品有限公司为例,从品牌定位、品牌设计两方面对品牌建设问题进行较系统的探索研究,同时,为后续经营婴童产品企业建设品牌提供借鉴性思路。

In the increasingly competitive markets of infants and children＇s products,one of important tasks for many companies is how to shape a widely accepted product brand with striking personality and reputation.Based upon the theoretical studies of brands and taking Lovely-baby Ltd.Co.for example,the paper conducts a comparatively systematic research on brand construction in such aspects as brand orientation and brand design,providing reference for the brand construction for the subsequent enterprises which manage infants and children＇s products.