国产乳制品行业的品牌联想研究——基于品牌概念地图视角

发布时间：2018-04-22 18:07

本文选题：品牌概念地图 + 品牌联想　；参考：《浙江理工大学学报(社会科学版)》2016年03期

【摘要】：国内乳制品行业的品牌中,蒙牛、伊利是年轻一代广泛了解和接触的品牌,三聚氰胺事件发生以后,国内乳制品行业受到重大冲击。探究消费者对于蒙牛、伊利的品牌感知,对于企业的重要程度毋庸置疑。文章通过对72名对象进行两次实验研究,绘制出国内乳制品行业两大品牌"蒙牛"、"伊利"的品牌概念地图,找出了蒙牛、伊利品牌的一级联想、二级联想以及联想词之间的关系与强度。在蒙牛、伊利品牌概念地图的基础上进行子品牌(或子产品)、品牌宣传推广效果、竞争对手、负面事件分析,剖析消费者心目中蒙牛、伊利品牌的特点。最后,通过蒙牛、伊利品牌概念地图的对比分析,总结出两个品牌在子产品、品牌宣传、竞争、负面事件方面的相对优势、劣势,在此基础上,给出蒙牛、伊利品牌今后重点发展方向。
[Abstract]:Among the brands of domestic dairy industry, Mengniu and Yili are the brands widely known and contacted by the younger generation. After the melamine incident, the domestic dairy industry suffered a major impact. To explore the brand perception of Mengniu and Yili, there is no doubt about the importance to the enterprise. Through two experiments on 72 subjects, the paper draws out the concept map of Mengniu and Yili brands in domestic dairy industry, and finds out the first grade association of Mengniu and Yili brands. The relationship and intensity of secondary association and associative words. On the basis of Mengniu and Yili brand concept map, this paper analyzes the characteristics of Mengniu and Yili brand in the consumer's mind. Finally, through the comparative analysis of Mengniu and Yili brand concept map, the paper summarizes the relative advantages and disadvantages of the two brands in sub-products, brand promotion, competition and negative events. On this basis, the paper gives Mengniu. Erie brand in the future key development direction.
【作者单位】：江南大学商学院;浙江理工大学经济管理学院;
【分类号】：F273.2;F426.82

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