盐津铺子品牌营销策略研究

发布时间：2018-03-25 10:23

本文选题：盐津铺子　切入点：品牌营销　出处：《中南大学》2009年硕士论文

【摘要】： 在激烈竞争的休闲食品行业,品牌其自身的价值和魅力产生难以估计的“聚集效应”。在国内外大企业以品牌谋发展的营销时代,休闲食品中小企业要想生存和发展,必须粉碎小框架,建立大思维,树立成为大企业的宏伟目标,实施品牌营销,在打造强势品牌的过程中不断地壮大与成长。要进一步提升竞争力,唯有增强品牌的市场竞争意识,积极实施品牌战略。只有形成品牌,产品在市场中才能实现最大价值。品牌营销是一个系统全面的过程、是企业战略发展中重要组成部分,是企业对自身资源、社会资源和产业链资源整合的持续发展,是企业综合实力的表现。盐津铺子作为休闲食品行业的一个重要企业,在我国休闲食品市场上扮演着极其重要的角色。盐津铺子如何通过公司品牌的塑造增强市场竞争力,成为企业能否长久生存的一个重要砝码。本文在对国内外品牌营销理论与文献综述的基础上,对盐津铺子品牌营销的外部环境、市场竞争环境及盐津铺子品牌营销的内部条件进行了分析,并进一步分析了盐津铺子品牌营销存在的问题及其影响,最后从品牌意识的树立、品牌管理体系的建立、品牌推广、品牌内化、品牌层次和影响力等方面提出了盐津铺子品牌营销策略。
[Abstract]:In the fierce competition of the snack food industry, the value and charm of the brand has an incalculable "aggregation effect". In the marketing era when the domestic and foreign large enterprises seek the development of the brand, the small and medium-sized enterprises of the snack food want to survive and develop. We must crush the small framework, build up the big thinking, set up the grand goal of becoming the big enterprise, carry out the brand marketing, continue to grow and grow in the process of building the strong brand. Only by strengthening the market competition consciousness of the brand and actively implementing the brand strategy, can the products achieve the maximum value in the market only when the brand is formed. Brand marketing is a systematic and comprehensive process and an important part of the development of the enterprise strategy. It is the sustainable development of enterprises' integration of their own resources, social resources and industrial chain resources, as well as the performance of enterprises' comprehensive strength. Yanchin Shop is an important enterprise in the snack food industry. It plays an extremely important role in the snack food market of our country. How the Yanchin Shop strengthens the market competitiveness through the shaping of the company's brand becomes an important weight of whether the enterprise can survive for a long time. Based on the domestic and foreign brand marketing theory and literature review, this paper analyzes the external environment, market competition environment and internal conditions of Yanchin store brand marketing. And further analyzed the existing problems and their impact on the brand marketing of Yanchin Shop, finally from the establishment of brand awareness, the establishment of brand management system, brand promotion, brand internalization, Brand level and influence put forward the brand marketing strategy of Yanchin Shop.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274;F426.82

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