中泰红牛功能饮料品牌创建研究

发布时间：2018-04-08 16:11

本文选题：红牛　切入点：国际品牌　出处：《厦门大学》2009年硕士论文

【摘要】： 品牌是产品形象的代表,是产品的生命所在,是现代产品成功的一个主要条件。产品如何利用品牌力量来发展自身已成为当前市场营销的一个研究热点。当今世界经济快速发展,亚洲在世界经济发展中的地位显得举足轻重,亚洲产品的品牌在国际市场上发挥越来越大的影响力。红牛是泰国饮料业中历史较为悠久、影响力较大的品牌。在30多年的历史中,红牛由泰国本土品牌发展成国际功能饮料品牌。几经市场洗礼,从补品变成维生素饮料,市场目标从低层消费者(劳动者)变为中层消费者(年轻人、学生和工作人员),市场策略从“口头表达”和“抽奖活动”变成“体育运动”、“音乐活动”和“社会责任活动”等,红牛品牌的创建显示了亚洲品牌立足本土、走向国际的轨迹。本文借助莱恩·凯勒的CBBE模型(Customer-Based Brand Equity)诠释红牛的品牌创建之路。红牛在中泰两国以不同的方式进行品牌创造,但都取得了较大的成功,到现在已经成为国际知名品牌,深受世界消费者的欢迎,其中的可圈可点之处值得我们深入研究,也能给现代品牌营销运作模式的探索提供良好的启发和借鉴。
[Abstract]:Brand is the representative of product image, the life of product and the main condition of success of modern product.How to make use of brand power to develop itself has become a research hotspot in current marketing.With the rapid development of the world economy, Asia plays an important role in the development of the world economy. The brands of Asian products play a more and more important role in the international market.Red Bull is a brand with a long history and great influence in Thai beverage industry.Over 30 years of history, Red Bull has grown from a Thai brand to an international functional beverage brand.Several times after the baptism of the market, from supplements to vitamin drinks, the goal of the market from lower-level consumers (workers) to middle-level consumers (young people),Students and staff, marketing strategies from "verbal expression" and "raffle" to "sports", "musical activities" and "social responsibility activities", etc., the creation of the Red Bull brand shows that Asian brands are based on their own country.An international trajectory.Based on the CBBE model of Ryan Keller, this paper interprets the road of Red Bull's brand creation.Red Bull has made brand creation in different ways in China and Thailand, but both of them have achieved great success. Up to now, Red Bull has become an international well-known brand and is well received by consumers all over the world. Among them, it is worthy of our in-depth study.It can also provide good inspiration and reference for the exploration of modern brand marketing operation mode.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.82;F273.2

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