乳制品行业绿色品牌发展研究

发布时间：2018-06-06 06:08

本文选题：绿色乳制品 + 品牌优势　；参考：《山东师范大学》2009年硕士论文

【摘要】： 乳制品被人们美誉为“最接近完美的食品”,其质量安全关乎人体健康乃至生命安全。乳制品行业三聚氰胺事件,引发了人们对乳品质量、政府监管以及行业发展的深思。本文从满足人们绿色健康需求的角度,开展乳制品行业绿色品牌建设。以可持续发展理论为原则,通过第三章绿色品牌与绿色乳制品的优势博弈分析,将企业与消费者、企业与企业间就是否进行绿色品牌化生产与消费的问题,运用博弈模型,揭示了目前我国绿色品牌生产的优势与尚需解决的问题。本文运用层次分析法,通过企业的绿色战略规划、绿色管理体系、绿色产品体系、企业品牌官方认可、市场表现等评价项目,建立了一个初步的绿色乳制品品牌评价体系,为乳品企业绿色品牌做出定性和定位的判断。我们通过对三鹿三聚氰胺事件分析,通过层层对比,构建了三鹿企业与消费者、与政府监管、与同类竞争企业的博弈模型,揭示了乳制品行业在恶性竞争的大环境下,注重数量扩张,忽视质量安全;注重外延拓展,不注重绿色品牌建设是三鹿三聚氰胺事件爆发并导致企业倒闭的根本原因。同时,我们也以济南佳宝乳业有限公司做实证分析,通过绿色乳制品品牌评价体系进行了评价、分析和判断,提出了建设佳宝绿色品牌的发展思路。本论文采用理论研究与实证研究相结合,定性分析与定量分析相结合以及博弈模型与层次分析法的运用。论文主要分为三大部分。第一部分主要从绿色乳制品和绿色品牌两个方面进行了相应的理论研究。通过相关乳制品文献的研究,并结合实践调研的数据资料,对绿色乳制品和绿色品牌进行定义和研究范畴的限定,综述了我国绿色乳制品的发展历程以及目前已到达的规模程度。运用六组博弈模型显示绿色品牌与绿色乳制品的竞争优势,将两者优势互补形成绿色乳制品企业规划发展的理论基础。第二部分运用文献调查法、频度统计法结合专家咨询法,遵循目的性、科学性、系统性、可操作性和可比性的原则,在指标数据可收集的前提下,从企业的绿色战略规划、绿色管理体系、绿色产品体系、企业品牌官方认可、市场表现这五个方面出发,构建了一个初步的绿色乳制品品牌评价体系,为乳品企业绿色品牌做出定性和定位的判断。第三部分运用案例分析和对比的方法,将三鹿三聚氰胺事件涉案利益方进行相互的博弈分析,揭示事件发生的本质根源,为杜绝食品安全问题的再次出现,向相关利益方提出了可行性建议。根据佳宝乳业提供的相关资料,构建济南佳宝乳业绿色乳制品品牌评价层次分析,为其作出定性和定位的判断,作为一个浅绿型企业,佳宝存在着很多亟待完善的地方。随着人们环保意识和自我保健意识的增强,食用纯天然、无污染、高品质的绿色食品,已经成为广大消费者的共识。论文利用博弈模型、层次分析法的分析框架,通过定性和定量、理论与实际相结合的分析方法,通过大量的研究得出结论:企业打造绿色乳制品品牌,走可持续发展之路,将会是乳制品企业未来发展的大势所趋。通过打造乳制品的绿色生产链条,给消费者树立安全健康环保的绿色乳制品品牌诚信,进行品类的差别化生产,才能在与国内外同类产品的竞争中立于不败。
[Abstract]:Dairy products are known as " the closest to the perfect food " , the quality of which is related to human health and even life safety . The melamine incidents in dairy products have led to deep thinking about the quality of dairy products , government regulation and industry development .

Based on the theory of sustainable development , the paper constructs a preliminary green dairy brand evaluation system based on the theory of sustainable development .

This thesis adopts the combination of theory research and empirical research , qualitative analysis and quantitative analysis , and the application of game model and analytic hierarchy process . The thesis is divided into three parts .

In the first part , the corresponding theoretical research is carried out from two aspects of green dairy products and green brands . Based on the research of relevant dairy products , the definition of green dairy products and green brands and the definition of the scope of research are reviewed . The development course of green dairy products and the scale of the green dairy products are summarized . The competition advantage of green brands and green dairy products is shown by using the six - group game model .

In the second part , the author constructs a preliminary brand evaluation system of green dairy products from five aspects : green strategic planning , green management system , green product system , official recognition of enterprise brand and market performance from five aspects of enterprise ' s green strategic planning , green management system , green product system , enterprise brand ' s official recognition and market performance .

In the third part , using case analysis and comparative method , the author makes a game analysis on the stakeholders of Sanlu melamine event , reveals the essential causes of the incident , and puts forward the feasible suggestions to the relevant stakeholders . According to the relevant information provided by Jia Bao Dairy Industry , the paper constructs the analysis of the evaluation hierarchy of green dairy products in Jiannan Jibao Dairy Industry , and makes a qualitative and positioning judgment for it . As a light green enterprise , Jia Bao has many places to be perfect .

With the enhancement of people ' s awareness of environmental protection and self - care , the edible pure natural , pollution - free , high - quality green food has become the common understanding of consumers . By using game model and analytic framework of analytic hierarchy process , we draw the conclusion that enterprises can build green dairy brand and follow the path of sustainable development , which will be the trend of future development of dairy enterprises .
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.82;F273.2

【引证文献】