Brand Strategy Research On Acer Group's Personal Computer Distribution Channels

This paper focuses on the Acer Group's personal computer distribution channel brand strategy,focusing on the combination of channel strategy and brand strategy.This article is divided into six chapters:The first chapter is the introduction.It mainly introduces the background of the topic of the thesis,and clarifies the research purpose and research significance of the thesis;then clarifies the research methods of the thesis and outlines the basic framework of the thesis;The second 'chapter is a literature review.First introduced two important marketing theories,distribution channel theory and brand theory.After that,a literature review was carried out to introduce the current status of relevant theoretical developments on the relationship between brands and channels at home and abroad,and to gain inspiration from them;The third chapter mainly introduces the status quo and existing problems of Acer Group's personal computer business distribution channel brand building.First introduce the background of Acer Group,and then introduce Acer Group's current distribution channel strategy,respectively,from the "new distribution model",the "new distribution model"improved under the impact of the Internet and Acer's current brand building situation.Finally,the problems of brand building of Acer Group's distribution channels are raised:including the uneven distribution of interests among different channels,the price competition caused by product homogenization damages the brand image and the excessive attention to marketing to play itself,ignoring the brand construction of distribution channels..The fourth chapter mainly analyzes the environment of brand building of Acer Group's analysis channels.First,through PEST analysis,the macro environment analysis;then through the five-force model,the analysis of the competition in the personal computer industry;followed by analysis of the major competitors HP,Lenovo and Dell's distribution channel brand building;afterwards from the consumer concept,demand The structure,performance requirements and brand preferences are used to analyze the needs of consumers.Finally,the influence of distributors on brand building is analyzed,and the internal and external environments are combined and analyzed through SWOT analysis.The fifth chapter mainly analyzes Acer's target marketing strategy.According to the steps of target marketing,it analyzes Acer's current marketing strategy from the perspective of market segmentation,target market and market positioning,and proposes improvement suggestions.The sixth chapter is mainly about the improvement measures and optimization suggestions of Acer's channel brand strategy.The improvement measures are mainly proposed from the distribution channel brand strategies of different market segments,and suggestions are made from the perspectives of channel strategy,brand strategy and channel and brand integration.