中国市场高档婴儿奶粉品牌个性研究

发布时间：2018-06-19 05:44

本文选题：品牌 + 品牌偏好　；参考：《首都经济贸易大学》2008年硕士论文

【摘要】： 随着经济全球化的不断深入,市场运营的主体已由企业让位于品牌,品牌营销将直接关系到企业的发展与壮大。品牌管理是决定一个企业发展的关键因素,品牌力拥有与核心能力一致的属性,它是企业核心能力的重要组成部分。品牌力具有能有效与竞争者相区分的、持久的独一无二的吸引力,有适应需求变化和保证需求稳定的非凡能力,可以给消费者更大、不可轻易替代的让渡价值。尤其是在复杂多变的动态竞争环境中,理解并管理好企业的品牌成为营销战略和加强企业核心能力的关键问题。本文首先就前人研究理论的基础上对品牌个性的涵义进行了探讨,仅热介绍了在西方营销理论研究和实践中,对测量品牌个性所广泛采用的方法,并描述了品牌个性测量中最著名的研究成果—美国学者Aaker Jennifer的品牌个性维度测量量表(BDS)以及国内学者黄胜兵对品牌个性维度的本土化专门研究。本文总体上介绍了我国高档婴儿奶粉市场现状,分析比较了国内外各大品牌婴儿奶粉的市场战略和战术,并以雀巢、伊利为例,揭示了它们各自品牌个性的形成、发展过程和塑造策略。
[Abstract]:With the deepening of economic globalization, the main body of market operation has given way to the brand, and brand marketing will be directly related to the development and growth of enterprises. Brand management is the key factor to determine the development of an enterprise. Brand power has the same attributes as core competence, and it is an important part of enterprise core competence. The brand power has the ability to distinguish effectively with the competitor, the lasting unique attraction, has the special ability which adapts to the demand change and guarantees the demand stability, can give the consumer bigger, cannot easily replace the transferable value. Especially in the complex and changeable dynamic competition environment, understanding and managing the brand becomes the key problem of marketing strategy and strengthening the core competence of the enterprise. This paper first discusses the meaning of brand personality on the basis of previous research theories, and only introduces the methods widely used to measure brand personality in western marketing theory research and practice. It also describes the most famous research achievements in brand personality measurement, Aaker Jennifer's Brand Personality Dimension Measurement scale (BDSs), and the localization of brand personality dimension by domestic scholar Huang Shengbing. This paper introduces the market situation of high grade infant milk powder in China, analyzes and compares the market strategy and tactics of various brands of infant milk powder at home and abroad, and takes Nestle and Yili as examples to reveal the formation of their own brand personality. Development process and shaping strategy.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82

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