SDBDJ酒业集团品牌建设研究

发布时间：2018-05-09 11:43

本文选题：品牌建设 + 品牌战略规划　；参考：《山东理工大学》2017年硕士论文

【摘要】：当前国内白酒市场的竞争日益激烈,但是白酒商品又出现了极为严重的同质化问题,对于消费者来说,利用品牌来甄选优质商品成为一个有效途径。因此,众多白酒企业将强化品牌建设作为企业发展的关键,通过品牌资产和价值的塑造形成核心竞争力,以期在市场中能够脱颖而出。作为白酒企业,SDBDJ以往的品牌建设策略短期不会失效,然而这种策略的影响大多数在山东省内有效,无法在全国甚至国际上开辟出更大的市场。面对竞争越来越激烈的白酒市场,SDBDJ品牌受到了严重威胁,根本原因在于没有合理可行、与当今市场需求相适应的品牌建设策略,所以,对SDBDJ的品牌建设策略进行调整和完善已是当务之急。本文以SDBDJ集团为研究对象,综合运用系统分析、文献研究、调查研究等方法,提出了SDBDJ公司品牌建设策略。本文研究内容可分为以下四个部分:一是深入分析了品牌及品牌建设相关理论知识,为论文研究打下理论基础。二是实地调研并分析了SDBDJ品牌建设的现状和目前存在的问题。三是运用SWOT工具对SDBDJ品牌建设的宏观环境、行业环境、竞争地位进行了分析,明确了SDBDJ品牌建设的内部优势和劣势,外部机遇和威胁。四是从沟通、文化、营销、品质、维护、战略等方面给出了强化品牌建设的建议,提出组织管理、人力资源、产品创新、文化资源等措施保障品牌建设的实施。通过本文研究不仅可以解决SDBDJ现存的问题,还可以帮助其加强品牌建设,提高企业效益,使企业品牌冲出山东省,走向全国白酒市场,引领鲁酒复兴。同时,对其他白酒企业的品牌建设也有一定的借鉴意义。
[Abstract]:At present, the competition of domestic liquor market is becoming more and more fierce, but the liquor commodity has appeared the extremely serious homogeneity question again, for the consumer, it is an effective way to select the high quality commodity by using the brand. Therefore, many liquor enterprises will strengthen the brand construction as the key to the development of enterprises, through the creation of brand assets and value to form the core competitiveness, in order to be able to stand out in the market. As a liquor enterprise, SDBDJ's previous brand construction strategy will not fail in the short term. However, the influence of this strategy is mostly effective in Shandong province, and it can not open up a bigger market in the whole country or even in the world. In the face of the increasingly competitive liquor market, SDBDJ brand has been seriously threatened, the fundamental reason is that there is no reasonable and feasible brand construction strategy to meet the needs of today's market, so, It is urgent to adjust and perfect the brand construction strategy of SDBDJ. This paper takes SDBDJ Group as the research object, and puts forward the brand construction strategy of SDBDJ Company by using the methods of system analysis, literature research, investigation and so on. This paper can be divided into the following four parts: first, in-depth analysis of brand and brand building related theoretical knowledge, to lay a theoretical foundation for the paper. Second, the field investigation and analysis of the status quo and existing problems of SDBDJ brand construction. The third is to use SWOT tools to analyze the macro environment, industry environment and competitive position of SDBDJ brand construction, and make clear the internal advantages and disadvantages, external opportunities and threats of SDBDJ brand construction. The fourth is from the communication, culture, marketing, quality, maintenance, strategy and other aspects of strengthening the brand building suggestions, put forward organizational management, human resources, product innovation, cultural resources and other measures to ensure the implementation of brand construction. The research in this paper can not only solve the existing problems of SDBDJ, but also help it to strengthen the brand construction, improve the enterprise benefit, make the enterprise brand rush out of Shandong Province, go to the national liquor market, and lead to the revival of Lu liquor. At the same time, the brand construction of other liquor enterprises also has certain reference significance.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F273.2

【参考文献】