“北冰洋”品牌的重生与提升研究

发布时间：2018-01-04 11:01

本文关键词：“北冰洋”品牌的重生与提升研究　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】："北冰洋"公司全名北京市北冰洋食品公司,是一家中华老字号品牌,公司成立于1936年,主营汽水、果汁饮料、冷食、熟食、罐头等产品,曾经在二十世纪七、八十年代风靡全北京,伴随北京一代人的成长。上世纪九十年代随着国企引进外资的浪潮,北冰洋与百事可乐公司签订合作协议后,品牌逐渐淡出市场,消失在人们的视线中。到2010年,合同到期,由北京市一轻控股公司进行品牌回购,经过一番精心策划,"北冰洋"汽水于2011年又重新出现在人们面前。从发展前景和市场反馈来看,饮料行业竞争激烈,发展空间狭小,而消费者对恢复北冰洋品牌产品的呼声很高,所以恢复生产重新上市的压力可见一斑。经过精心运作,"北冰洋"汽水在北京市场上又出现了供不应求的局面。本文主要采用案例研究方法,首先从品牌入手,论述了品牌管理的内容以及老字号品牌管理存在的问题,接着分析了北冰洋品牌发展历史、品牌重建与品牌现状,并把北冰洋品牌与国内其他老字号品牌的优劣势进行了对比分析,最后提出了以品牌提升为目标的运营改善方案,对其他类似企业提供参考价值。本文研究的主要内容包括:第一,从北冰洋饮料公司内部和行业两个角度,依次分析提升老字号品牌的关键策略;第二,从公司运营层面即产品研发、生产管理、销售管理、财务管理与信息化管理、品牌宣传等方面进行重点剖析,分析品牌提升成功的重点;第三,从饮料行业层面,研究整体行业发展趋势,在此基础上研究本公司及产品在饮料行业中的优劣和劣势。找到提升老品牌竞争力的途径。本文研究结论如下:第一,提升老字号品牌的关键策略在于创新,如形象创新,经营模式创新,产品特色创新等;第二,需要从运营各环节入手,做出有前瞻性的判断,大胆尝试各种新模式;第三,做出自己的特色,不跟风,不媚俗,充分发挥企业深厚文化内涵的作用。本文不足之处:第一,对同行业其他公司的了解,多数来源于网站和其他一些市场层面上的了解,对于同行业其他公司具体的经营数据掌握不多,本公司与同行业其他公司之间的对比只限于少数一些指标,不能详尽地进行对比研究。第二,从长远来看,"北冰洋汽水"在北京市场的成功复出有利于公司缩小与国际饮料公司的差距,增强在全国乃至国际市场上的竞争能力。但是,由于复出的时间比较短,在打开全国市场上面相对较弱。第三,快速消费品行业涉及的范围很广,存在的问题也很多,但是受限于本人研究能力不足,专业知识不强,导致问题的研究不够深入。
[Abstract]:"Arctic Ocean" full name Beijing Arctic Food Company, is a Chinese brand, established in 1936, the main soda, juice drinks, cold food, cooked food, canned and other products. It was popular throughout Beijing on 20th century and 80s, following the growth of a generation in Beijing. In -10s, with the wave of foreign investment in state-owned enterprises, the Arctic Ocean signed a cooperation agreement with PepsiCo. Brand gradually fade out of the market, disappear in the line of sight. To 2010, the contract expires, by a light holding company in Beijing brand repurchase, after some careful planning. In 2011, the "Arctic Ocean" soda reappeared in front of people. From the perspective of development prospects and market feedback, the beverage industry competition is fierce, the development space is narrow. But the consumer to restore the Arctic Ocean brand product is very high, so the pressure to resume production re-market can be seen. After careful operation. The "Arctic Ocean" soda water in the Beijing market has been in short supply. This paper mainly uses the method of case study, starting with the brand. This paper discusses the content of brand management and the problems existing in the brand management of established brands, and then analyzes the history of brand development, brand reconstruction and brand status quo in the Arctic Ocean. And the Arctic brand and other domestic brands of the advantages and disadvantages of the comparative analysis, finally put forward a brand upgrading as the goal of the operation improvement plan. The main contents of this paper are as follows: first, from the internal and industrial perspectives of the Arctic beverage company, the key strategies to promote the brand of old brands are analyzed in turn; Second, from the company's operational level, namely product development, production management, sales management, financial management and information management, brand publicity and other aspects of the analysis, analysis of the success of brand promotion. Third, from the beverage industry level, the overall industry development trend. On this basis, we study the advantages and disadvantages of the company and its products in the beverage industry. Find ways to improve the competitiveness of the old brand. The conclusions of this study are as follows: first, the key strategy to promote the old brand is innovation. Such as image innovation, business model innovation, product characteristics innovation; Second, we need to start from the operation of various links, make forward-looking judgments, bold to try a variety of new models; Third, make their own characteristics, do not follow the trend, not vulgar, give full play to the role of deep cultural connotations of enterprises. The shortcomings of this paper: first, the understanding of other companies in the same industry. Most come from the website and other market level understanding, for the same industry and other companies specific management data is not much, the comparison between our company and other companies in the same industry is limited to a few indicators. Second, in the long run, the successful return of "Arctic soda" in the Beijing market will help the company narrow the gap with international beverage companies. Enhance the competitiveness in the national and even international markets. However, due to the short time to return, the opening of the national market is relatively weak. Third, the FMCG industry involves a wide range. There are many problems, but limited by my research ability is not enough, professional knowledge is not strong, leading to the problem is not deep enough.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F273.2

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