基于原产地形象的银宝公司品牌提升策略研究

发布时间：2018-02-27 17:38

本文关键词： 原产地原产地形象品牌战略　出处：《山东大学》2008年硕士论文　论文类型：学位论文

【摘要】： 相比双汇、雨润这些肉类加工企业龙头老大来说,银宝确实还是个刚刚起步的小兄弟。但他们却都面临着一个共同的现实:如何在竞争日趋激烈的市场形势下能够生存下去、并发展壮大这个现实的问题。一种资源越是不可见,它就越难被竞争对手所了解、购买、模仿或替代,在它之上竞争优势就越具有持久性。而品牌正是这样一种不可或缺的核心竞争资源。企业发展与品牌建设其实质是反映经营者视野与观念。衡量一个品牌成功与否的标志,说到底,其实就是在面对众多商品,它能够让消费者产生识别、辨认与区别的能力。随着时代发展与市场环境变化,企业发展与品牌建设出现以下新的趋势:从单纯注重产品的客观质量到注重产品的感知质量与品牌体验;不断超越广告,学会整合营销传播(IMC)与口碑创建品牌;从注重本土化到注重国际化与全球化思考等等。本文首先分析了国内外肉类加工市场的行情,尤其是对国内的行业竞争态势及产品的市场需求进行深入调研,同时对国外对农产品(包括肉类)质量的相关规定、科学养猪等都进行较为系统地搜集和汇总,目的是让象银宝这样一家具有一定规模的地方知名肉类加工企业能够充分了解国内外行业发展的特点和趋势,分析和把握好对自己有利的条件,合理利用好国内与国外两种资源,由本土营销创建品牌到着眼全球,内外兼修融入世界竞争的行列。在通过资料的分析判定(猪)肉类产品在我国的生命周期(PLC)为成长阶段的基础上,努力利用所学的市场营销中的品牌理论,对银宝的品牌建设的现状和问题进行了客观深入地分析和研究,发现了公司发展中存在的问题,如对原产地形象的纵深挖掘与塑造不够、对营销观的改进和提升(理想设计与现实实行的冲突与矛盾就症结所在予以分析和改进)、针对产品所处生命周期的定位及应采取的相应品牌营销策略等等,并在学习和借鉴国内外公司品牌创建与管理经验的基础上,设计出符合银宝公司业务实际的品牌管理思路和对策。本论文遵循学习、研究和探讨的原则,在理论与实际紧密结合的基础上,采用了理论研究、比较研究和案例研究等方法。
[Abstract]:Compared to Shuanghui, Yurun, the leader of meat processing enterprises, Yinbao is indeed still a young brother. But they all face a common reality: how to survive in an increasingly competitive market. The more invisible a resource is, the harder it is to be understood, bought, imitated, or replaced by competitors. The competitive advantage above it is more persistent. Brand is such an indispensable core competitive resource. The essence of enterprise development and brand building is to reflect the operator's vision and concept, and to measure the success of a brand. At the end of the day, in fact, in the face of many commodities, it enables consumers to produce the ability to identify, identify and differentiate. As the times develop and the market environment changes, The following new trends have emerged in enterprise development and brand construction: from focusing on the objective quality of the product to paying attention to the perceived quality and brand experience of the product, constantly surmounting advertising, learning to integrate marketing communication with IMC) and creating a brand with word-of-mouth; From focus on localization to focus on internationalization and globalization thinking and so on. This paper first analyzes the domestic and foreign meat processing market market, especially the domestic industry competition situation and product market demand in-depth investigation, at the same time to foreign agricultural products (including meat) quality related regulations, Scientific pig raising has been systematically collected and collected in order to enable well-known local meat processing enterprises, such as Yinbao, to fully understand the characteristics and trends of the development of the domestic and foreign industries. We should analyze and grasp the favorable conditions for ourselves, make good use of both domestic and foreign resources, and create brand names from local marketing to the global perspective. On the basis of analyzing and judging the life cycle of (pig) meat products in our country as the growth stage, we try to make use of the brand theory we have learned in marketing. This paper analyzes and studies the current situation and problems of Yinbao's brand construction objectively and deeply, and finds out the problems existing in the development of the company, such as the deep excavation and molding of the image of origin is not enough. The improvement and promotion of marketing concept (the conflict and contradiction between ideal design and reality are analyzed and improved, the positioning of product life cycle and the corresponding brand marketing strategy should be adopted, etc.). On the basis of learning and learning from the experience of brand establishment and management at home and abroad, the author designs the brand management ideas and countermeasures which accord with the actual business of Yinbao Company. This paper follows the principles of study, research and discussion. Based on the close combination of theory and practice, the methods of theoretical research, comparative study and case study are adopted.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82

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