贵州都匀毛尖集团品牌发展战略研究

发布时间：2018-06-01 13:17

本文选题：品牌 + 品牌定位　；参考：《贵州大学》2008年硕士论文

【摘要】： 本文研究的主要目的是论证贵州都匀毛尖集团如何有效地实施企业品牌发展战略,并设计了企业品牌的构建与发展过程。针对课题特点,主要采用综合评析法和定性分析的研究方法。论文首先对国内外品牌研究现状进行了综述,为后面的研究提供了一个理论和方法背景;接着介绍了茶叶企业品牌发展战略的基础理论,以战略管理理论和系统论为基础构建茶叶企业品牌并指导其发展战略的实施;然后系统分析了茶叶企业品牌发展战略,运用科学的品牌经营方法,从茶叶企业品牌方面来阐述品牌的创建与发展过程,并对贵州省内茶叶品牌发展现状进行了实证评价。在前面研究的基础上,本文通过对都匀毛尖集团品牌发展现状做SWOT分析,指出了都匀毛尖集团品牌的优势和劣势,以及实施品牌发展战略所面临的机会和威胁。又参考了其他专家学者的观点和意见,提出都匀毛尖集团品牌发展战略的对策。
[Abstract]:The main purpose of this paper is to demonstrate how the Guizhou Duyun Maojian Group effectively implements the brand development strategy and designs the process of building and developing the enterprise brand. According to the characteristics of the subject, the research methods of comprehensive analysis and qualitative analysis are mainly adopted. Firstly, this paper summarizes the current situation of brand research at home and abroad, which provides a theoretical and methodological background for the later research, and then introduces the basic theory of the brand development strategy of tea enterprises. Based on the theory of strategic management and system theory, this paper constructs the brand of tea enterprise and guides the implementation of its development strategy, and then systematically analyzes the brand development strategy of tea enterprise, and applies the scientific brand management method. This paper expounds the establishment and development process of tea brand from the aspect of tea enterprise brand, and evaluates the present situation of tea brand development in Guizhou province. On the basis of the previous research, this paper makes SWOT analysis on the brand development of Duyun Maojian Group, and points out the advantages and disadvantages of Duyun Maojian Group brand, as well as the opportunities and threats faced by the implementation of brand development strategy. Referring to the views and opinions of other experts and scholars, this paper puts forward the strategy of brand development of Duyun Maojian Group.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82

【引证文献】