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随着制造成本的上升,中国的贴牌加工发展模式进入了衰退期,众多产业集群急需转型升级,打造区域品牌。品牌定位是打造区域品牌的重要战略。但是,很多区域品牌在发展过程中不重视品牌定位,或定位非常模糊,严重影响了区域品牌的推广。本文依据手段—目的链,采用软式阶梯法,通过实证研究得出消费者对鹤山男鞋属性、结果和价值的认知,最终提出鹤山男鞋区域品牌应当注重产品设计、工艺、质量和价格的属性定位,注重穿着舒适、健康、时尚和物有所值的结果定位,享受快乐的价值定位和注重整合以上三种定位的品牌策略。
With the rise of manufacturing costs, the development mode of OEM processing in China has entered a recession. Many industrial clusters urgently need to upgrade and build a regional brand. Brand positioning is to create an important regional brand strategy. However, many regional brands in the development process does not attach importance to brand positioning, or positioning is very vague, seriously affecting the promotion of regional brands. Based on the means-purpose chain, this article uses the soft ladder method to draw the consumers’ cognition of the attributes, results and values of Heshan men’s shoes through the empirical research. Finally, the Heshan men’s shoes regional brand should pay attention to product design, technology, quality and price Positioning of the property, focusing on wearing comfortable, healthy, stylish and value-for-money positioning of the results, enjoy the happy value of positioning and focus on the integration of the above three kinds of brand positioning strategy.