点击图片查看原图
品牌战略研究是对企业品牌战略的研究和分析，以确定如何建立、定位和发展品牌，以及实现市场竞争优势。以下是一些常用的品牌战略研究方法：
1.市场调研：通过市场调研方法，收集和分析市场数据和消费者洞察，了解市场趋势、竞争对手、目标受众以及他们的需求和偏好。
2.竞争分析：对竞争对手进行深入分析，包括他们的品牌定位、市场份额、产品特点和营销策略，以便为自己的品牌制定有针对性的竞争策略。
3.品牌定位研究：通过定性和定量研究方法，了解目标受众对品牌的认知、态度和偏好，确定品牌在目标市场中的差异化定位和核心价值主张。
4.品牌价值链分析：分析品牌价值链中的各个环节，包括品牌资产、品牌认知、品牌形象、品牌忠诚度等，以识别和优化提升品牌价值的关键因素。
5.品牌扩展研究：评估和研究品牌扩展的可行性和潜在机会，包括产品线扩展、市场扩张、跨界合作等。
6.品牌风险评估：评估品牌面临的潜在风险和挑战，如品牌声誉风险、市场变化风险、竞争压力等，以制定风险管理策略。
7.品牌策略评估：对现有品牌策略进行评估和调整，根据市场情况和企业目标，制定长期和短期的品牌发展策略。
品牌战略研究的目标是为企业提供指导，帮助其建立和维护有竞争力的品牌，实现市场份额增长、提升品牌价值和推动业务发展。
本文上书房信息咨询（市场调查专业执行公司）出品，欢迎转载，请注明出处。中国独立第三方调研机构市场调查公司上书房信息咨询与多家知名品牌、广告商合作多年，从品牌定位、目标消费者、及品牌铺货渠道等各方面研究品牌价值，开展品牌测试、广告效果评估、广告人流量调研、广告价值评估等。沈阳市场调查公司上书房信息咨询（SSF）在2022年服务客户超过100家，包含了写字楼、产业园区、住宅、上海第三方满意度测评、景区满意度调查、满意度调查问卷、深圳公众民意调研、深圳消费者市场调研、深圳专业市场调查、开展购物满意度调查、满意度调研、满意度调查报告、珠海第三评估市场调查、深圳教育工作公众满意度调查、开展供水服务市场调研、成都市场调查、上海小区业主满意度调查等多种类型，调查项目覆盖了国内160余个城市，十五年来针对不同行业、不同对象进行了研究衍生，完成品牌研究调查案例1,000例，采集有效样本1,000,000份，具有强大的专业能力，收获了客户的众多好评。
Research on Brand Strategy
Research on brand strategy involves studying and analyzing the strategic aspects of a company's brand to determine how to establish, **sition, and develop the brand for competitive advantage in the market. Here are some commonly used research methods for brand strategy:
1.Market research: Collecting and analyzing market data and consumer insights through market research methods to understand market trends, competitors, target audience, and their needs and preferences.
2.Competitive analysis: Conducting in-depth analysis of competitors, including their brand **sitioning, market share, product features, and marketing strategies, to develop targeted competitive strategies for the brand.
3.Brand **sitioning research: Using qualitative and quantitative research methods to understand the target audience's perception, attitudes, and preferences towards the brand, and determine the brand's differentiated **sitioning and core value pro**sition in the target market.
4.Brand value chain analysis: Analyzing various elements in the brand value chain, including brand assets, brand awareness, brand image, brand loyalty, etc., to identify and optimize the key factors that enhance brand value.
5.Brand extension research: evaluating and researching the feasibility and potential opportunities for brand extensions, including product line extensions, market expansion, cross-industry collaborations, etc.
6.Brand risk assessment: Assessing potential risks and challenges that the brand may face, such as brand reputation risk, market changes, competitive pressures, etc., to develop risk management strategies.
7.Brand strategy evaluation: Assessing and adjusting the existing brand strategy based on market conditions and business objectives, and developing long-term and short-term brand development strategies.
The goal of research on brand strategy is to provide guidance to businesses in establishing and maintaining a competitive brand, achieving market share growth, enhancing brand value, and driving business growth.