T公司品牌策略研究

发布时间：2018-04-22 15:16

本文选题：品牌策略 + 品牌传播　；参考：《广东财经大学》2017年硕士论文

【摘要】：当前,我国饮料市场品类繁多、竞争异常激烈,旧品牌市场份额随时面临被新品牌抢占的压力,企业只有做到“好产品、巧定位、强营销”,才能在激烈的竞争中占得一席之地,T公司就是这么一家在细分市场上暂时稳居龙头位置的果醋饮料企业,T公司的定位宗旨是“不与强者竞争、只与弱者竞争”,独特的定位获得了巨大的成功。然而,T公司的发展也面临着增长乏力、销售区域单一、受众群体狭小等发展问题。本文通过对T公司品牌策略的环境进行分析,通过SWOT等分析工具的运用,综合分析T公司品牌策略的内、外部环境。通过多种工具的分析,为T公司品牌策略的制定与执行提供了理论和实践。本文重点在品牌形象、品牌渠道、品牌传播、品牌延伸四个方面去分析T公司的品牌策略现状及遇到的问题,结合品牌策略的内、外部环境,提出较为全面的优化建议及保障措施。当前,T公司已经成为国内最大的醋饮料生产企业,是醋饮料行业的领军者。自1997年上市以来,T公司定位在佐餐饮料,倡导健康佐餐的理念,十几年来始终专一专注,又不断致力于研发更安全、更健康、更优质的产品,陈醋饮料目前已经发展到了第五代。2007年,经历了多年的研发,苹果醋饮料隆重上市。T公司专注饮食健康,在不断的创新中,开创了佐餐饮料的新局面。本文通过对T公司品牌策略的阐述与讨论,运用相关的理论分析及评价,指出T公司的成功与不足之外。在对T公司品牌策略的研究与优化过程中,可以学习到T公司优秀的品牌策略经验,对于一般初创企业在建立品牌、品牌管理方面都具有较好的指导意义。
[Abstract]:At present, there are many kinds of beverage market in our country, the competition is extremely fierce, the market share of the old brand is faced with the pressure of being preempted by the new brand at any time. Enterprises can only do "good products, skillful positioning, strong marketing". In order to occupy a place in the fierce competition, T Company is such a fruit vinegar beverage company that temporarily occupies a leading position in the market segment. Its aim is "not to compete with the strong, but only to compete with the weak." Unique positioning has been a great success. However, the development of T Company also faces the problems of weak growth, single sales area, narrow audience and so on. Through the analysis of the environment of T company brand strategy and the application of SWOT and other analysis tools, this paper comprehensively analyzes the internal and external environment of T company brand strategy. Through the analysis of various tools, it provides the theory and practice for the formulation and execution of T Company's brand strategy. This paper focuses on the brand image, brand channel, brand communication, brand extension to analyze the current situation of T company's brand strategy and problems encountered, combined with the internal and external environment of brand strategy, Put forward more comprehensive optimization suggestion and safeguard measure. At present, the company has become the largest vinegar beverage manufacturer in China, is the leader in vinegar beverage industry. Since it went on sale in 1997, the company has focused on food drinks and advocated the concept of healthy food. It has been dedicated to developing safer, healthier and better products for more than ten years. In 2007, after many years of research and development, Apple Cider Vinegar beverage listed on the market. T company focused on healthy diet, in the continuous innovation, opened up a new situation of food drinks. Based on the analysis and evaluation of T Company's brand strategy, this paper points out the success and deficiency of T Company. In the process of researching and optimizing the brand strategy of T Company, we can learn the excellent experience of brand strategy of T Company, which has good guiding significance for the general start-up enterprise in establishing brand and brand management.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82

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