湖南金霞粮食产业有限公司品牌经营研究

发布时间：2018-06-02 13:21

本文选题：品牌经营 + 整合营销　；参考：《湖南大学》2008年硕士论文

【摘要】： 大米作为中国人的传统主食,已经有5000多年历史。世界上超过6亿的人口把大米作为主食或经常食用。以前大米市场是属于粗放型的,随着广大人民群众生活质量与水平的不断提高,米业也开始发生质变:从过去单一的注重温饱功能转向注重口感、营养、健康、精细化等多功能。虽然现在一大批全国性的米业品牌或区域性大米品牌不断的出现,但是目前大米行业还没有出现真正意义上的、系统性的进行大米品牌经营的企业,大米市场竞争还处与低级竞争阶段。“民以食为天,食以粮为先”,正是这个巨大而又寻常的产品市场,长期以来没有引起消费者的重视,大米市场及其品牌运作也一直被营销界所遗忘。随着人们生活质量和品牌意识的提高,快速消费品企业已经逐渐开始关注对传统食品有效进行品牌经营。本文主要以湖南金霞粮食产业有限公司大米产品品牌经营为研究蓝本,对大米品牌经营进行了探讨分析。论文首先对国内外关于品牌观的发展过程以及品牌经营所需基本要素等相关理论进行了系统回顾。在理论回顾的基础上,简要阐述了中国品牌建设以及大米行业品牌建设发展历程。进而,通过对大米行业整体分析以及各个层次的竞争对手与金霞公司进行比较,提炼出了行业品牌经营特点,总结了金霞自身的优劣势。最后确立了米业公司品牌整体发展规划,包括品牌定位、品牌名称、品牌核心理念、品牌形象等。同时考虑品牌规划的可操作性,根据金霞的自身资源条件以及社会大环境,制定了贴合米业公司的整合营销实施方案,并对其品牌管理与控制提出了针对性的建议。本文对类似大米行业的快速消费品,提供了参考借鉴作用。
[Abstract]:As the traditional staple food of Chinese people, rice has a history of more than 5000 years. More than 600 million people in the world use rice as a staple or regular food. In the past, the rice market was extensive. With the continuous improvement of the quality and level of life of the broad masses of the people, the rice industry began to undergo qualitative changes: from a single emphasis on food and clothing to a focus on taste, nutrition, and health, Refinement and other functions. Although a large number of national rice brands or regional rice brands continue to appear, at present, there are no real, systematic enterprises operating rice brands in the rice industry. Rice market competition is still in the lower stage of competition. It is this huge and ordinary product market that has not attracted the attention of consumers for a long time. The rice market and its brand operation have also been forgotten by the marketing circles. With the improvement of people's quality of life and brand awareness, FMCG enterprises have begun to pay attention to the effective brand management of traditional food. Based on the brand management of rice products of Hunan Jinxia Grain Industry Co., Ltd. Firstly, this paper systematically reviews the related theories about the development of brand concept and the basic elements of brand management at home and abroad. On the basis of theoretical review, this paper briefly expounds the development course of brand construction and brand building in rice industry in China. Then, through the whole analysis of rice industry and the comparison between the competitors of each level and Jinxia Company, the characteristics of brand management of the industry are extracted, and the advantages and disadvantages of Jinxia itself are summarized. Finally, it establishes the overall development plan of the brand, including brand positioning, brand name, brand core concept, brand image and so on. At the same time, considering the operability of brand planning, according to Jinxia's own resource condition and social environment, this paper formulates the implementation plan of integrated marketing of the company, and puts forward some suggestions for its brand management and control. This paper provides a reference for the fast moving consumer goods similar to rice industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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