基于绿色营销的罗牛山品牌战略研究

发布时间：2018-02-05 22:38

本文关键词： 绿色营销品牌战略罗牛山二维度模型　出处：《天津大学》2008年硕士论文　论文类型：学位论文

【摘要】： 现代的全球市场竞争就是品牌与品牌之间的较量,品牌与品牌之间的交锋。这是一场声势浩大的品牌之战,而在竞争中取胜的标志仍是品牌。因此必须运作全球范围的品牌,而在目前形势下,中国企业要想做成国际化的品牌还存在着诸多的困难与问题,但中国企业只能迎难而上别无选择。虽然在国际化进程中遇到重重阻力,罗牛山农产品品牌运用基于绿色营销的品牌战略必将为攫取更大市场份额做出巨大贡献。本论文基于绿色营销理念及品牌生态管理思想,对罗牛山现有品牌战略进行分析,确定了企业新的品牌发展定位及发展战略,使得企业在日趋激烈的国际化竞争中能够立于不败之地。本论文详细探讨了罗牛山集团品牌的发展状况,在定性分析与定量分析的基础上,结合我国农产品培育现状及国际竞争形势,提出了基于绿色营销理念的罗牛山品牌战略目标及定位。在详细分析罗牛山品牌发展影响因素的基础上,构建了品牌竞争力二维评价模型,对罗牛山品牌的竞争力及环境适应力进行了评价,为对策研究提供了依据;最后提出了符合罗牛山发展实际的农产品品牌战略实施对策。
[Abstract]:The modern global market competition is the competition between brand and brand, the battle between brand and brand. This is a great battle of brand. The symbol of winning in the competition is still the brand. Therefore, it is necessary to operate the global brand, and under the current situation, there are still many difficulties and problems for the Chinese enterprises to become an international brand. But Chinese companies have no choice but to face the odds. Although there are many obstacles in the process of internationalization, the brand strategy of LuoNiushan agricultural products based on green marketing will make a great contribution to grabbing a larger market share. Based on the concept of green marketing and brand ecological management, this paper analyzes the existing brand strategy of Luo Niushan, and determines the new brand development positioning and development strategy. So that enterprises in the increasingly fierce international competition can be in an invincible position. This paper discusses the development of LuoNiushan brand in detail, on the basis of qualitative analysis and quantitative analysis, combined with the cultivation of agricultural products in China and the international competition situation. This paper puts forward the strategic objectives and positioning of LuoNiushan brand based on the concept of green marketing. Based on the detailed analysis of the factors affecting the brand development of LuoNiushan, a two-dimensional evaluation model of brand competitiveness is constructed. The competitiveness and environmental adaptability of LuoNiushan brand are evaluated, which provides the basis for countermeasure research. Finally, the paper puts forward the implementation countermeasures of agricultural product brand strategy in line with the actual development of Luo Niushan.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

【引证文献】