即墨老酒品牌战略创新与发展

发布时间：2017-12-26 18:33

本文关键词：即墨老酒品牌战略创新与发展　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的发展,品牌在市场竞争中发挥着日趋重要的作用,企业想要赢得市场,首先要有一个深入人心的品牌,中国想要在全球经济占据主导地位,就必须由制造大国向品牌大国转变。在品牌发展过程中,拥有一个准确的品牌战略,就相当于得到了企业发展的锦囊。山东即墨黄酒厂作为北方黄酒行业唯一同时拥有“中华老字号”和“中国驰名商标”两项国字号荣誉的企业,在经济发展的大潮中起起伏伏,如何将品牌发扬光大,还需要一个完整的品牌发展战略。本文从基于消费者的品牌资产模型理论入手,针对青岛市场,分为高、中、低三个消费场所进行问卷发放,主要从品牌认知度、消费需求和价格定位等方面来调查即墨老酒目前的市场情况。本文在问卷调查结果基础上利用SWOT模型,对影响企业品牌发展的内外部因素进行深入分析,总的来说即墨老酒质量高、品质好但创新不够,拥有丰富的品牌文化资源但宣传不够,市场潜力巨大但营销手段欠缺。最后根据研究分析,为即墨老酒制定先人一步的发展战略和保障措施。本文研究得出以下结论:一是我国整个黄酒行业主力市场集中在南方,消费存在严重的地域性和季节性,即墨老酒想要发展就要突破销售障碍,利用互联网+的优势,从线上和线下两个方面进行营销宣传,打开市场。二是即墨老酒作为老字号品牌,具有悠久的历史和广泛的知名度,但是企业没有将这一“金字招牌”能为产品“镀金”的作用发挥出来,市场价值偏低,应当重视对品牌形象的塑造。三是从产品功能性来说,即墨老酒是一款绿色的保健饮品,对各个年龄段的人群都有一定的养生作用,但是口味和包装无法满足消费水平日益增长的物质和精神需求。所以,即墨老酒在拟定品牌战略时,应当兼顾消费者的个性化需求,加强对产品的研发力度,提高产品的科技含量和市场价值,走差异化路线,对产品重新布局,向功能化、年轻化过渡。
[Abstract]:With the development of economic globalization, brand is playing an increasingly important role in the market competition. If enterprises want to win the market, first of all, they must have a brand that is deeply rooted in the hearts of the people. If China wants to dominate the global economy, it must transform from a manufacturing power to a brand power. In the brand development process, has an accurate brand strategy, get the equivalent of enterprise development kit. Shandong Jimo Yellow Wine factory as the northern Yellow Wine industry only has "China Time-honored" and "A Well-Known Trademark in China two Guozihao honors, ups and downs in the tide of economic development, how to carry forward the brand, also need a complete brand development strategy. This paper from the theoretical model of customer based brand equity of market in Qingdao, divided into high, medium and low consumption places three questionnaires, mainly from the brand awareness, consumer demand and price positioning and so on to investigate the current market situation of Jimo wine. Based on the survey results based on the SWOT model, in-depth analysis of the internal and external factors affecting the development of corporate brand, general Jimo wine of high quality, good quality but not enough innovation, has rich cultural resources but brand publicity is not enough, the market potential is huge but lack of marketing. According to the research analysis, formulate development strategies and safeguard measures one step ahead for Jimo wine. This paper draws the following conclusions: one is the main market of our country the Yellow Wine industry concentrated in the south, regional and seasonal consumption are serious, want to break through the development of Jimo wine sales, use Internet plus the advantage of marketing campaigns from online and offline two, open market. Two is the Jimo wine as a time-honored brand, has a long history and wide popularity, but companies do not make this "a gilded signboard can play out for the role of" product "gold", the market value is low, should pay attention to the shaping of the brand image. The three is from the product function, Jimo wine is a green health drink, for people of all ages have health effects, but the taste and packaging consumption level cannot meet the growing material and spiritual needs. So, Jimo wine in the formulation of brand strategy, consideration shall be given to the individual needs of consumers, to strengthen product research and development efforts, improve the technology content of products and market value, take the difference of product line, re layout, the transition to the functional, young.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82

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