娃哈哈食品饮料企业品牌竞争力研究
发布时间：2018-08-07 20:34
【摘要】： 随着经济全球化的进程,中国食品饮料企业不仅要面对国内竞争,还要面对来自国外食品饮料跨国企业的挑战。我国食品饮料企业所面临的竞争已由单纯的产品竞争形态发展到目前的品牌竞争形态。杭州娃哈哈集团有限公司从1988年成立至今,取得了很多辉煌的成绩,使自己的品牌竞争力不断地得以巩固和加强。但随着国内外食品饮料企业对国内二、三级市场和农村市场大量资本的投入,并争相抢夺市场份额,使得娃哈哈在原有的国内二、三级市场和农村市场的竞争优势一点点弱化。娃哈哈与法国达能的并购纠纷,以及进军非相关领域所面临的诸多困境,让娃哈哈不得不分出精力来处理并购事件和解决非相关领域所遇到的困难。 本文以提升娃哈哈品牌竞争力为研究对象,将娃哈哈品牌的相关数据以及中国饮料行业其他国内外强势品牌的相关数据进行对比分析,找出影响提升娃哈哈品牌竞争力的因素,采取适当的措施加以解决,以期提升娃哈哈品牌竞争力。本文首先就品牌竞争力研究的理论基础进行主要回顾,明确提升品牌竞争力研究的现实意义。其次对中国饮料行业的发展现状进行介绍,依据中国饮料市场的发展状况,阐述娃哈哈品牌构建历程。再次运用五力分析模型分析杭州娃哈哈集团所面临的竞争环境;并采取SWOT分析法来综合考虑企业内部和外部环境的各种因素并进行系统评价,以此对自身所处的内外部环境有更清楚的认识,并就企业内部的优势和劣势与企业外部的机会和威胁相协调,利用自身的竞争优势,依据外部环境的变化来寻找市场发展的机会。最后,一方面根据SWOT分析结果制定出娃哈哈品牌竞争战略:利用企业的内部优势去抓住外部机会的战略,利用外部机会来弥补企业内部劣势的战略,利用固有的优势回避或者减少外部环境威胁的战略,旨在减少内部劣势的同时,回避外部环境威胁的防御性的战略。另一方面提出提升娃哈哈品牌竞争力的策略规划,其策略规划为:品牌创新策略,品牌维护策略,和品牌延伸策略。其中娃哈哈的品牌创新策略包括产品和技术创新,组织创新,品牌形象创新,管理创新。娃哈哈的品牌维护策略包括品牌的法律保护,品牌传播,品牌危机管理,品牌文化的完善。品牌延伸策略有独立研发新品牌,对新品牌在不同饮料市场的品牌定位,销售渠道的调整,将价格战升级价值战等。总之通过对娃哈哈集团的战略制定和策略规划,以期能够有效提升娃哈哈品牌竞争力。
[Abstract]:With the process of economic globalization, Chinese food and beverage enterprises have to face not only domestic competition, but also challenges from foreign food and beverage multinational enterprises. The competition faced by Chinese food and beverage enterprises has developed from the pure product competition to the current brand competition. Since its establishment in 1988, Hangzhou Wahaha Group Co., Ltd. has made a lot of brilliant achievements, so that its brand competitiveness can be constantly consolidated and strengthened. However, with the domestic and foreign food and beverage enterprises investing a lot of capital in the domestic secondary, tertiary and rural markets, and scrambling for market share, Wahaha's competitive advantage in the domestic secondary and tertiary markets and rural markets has been weakened a little bit. Wahaha's merger dispute with France's Danone, as well as the difficulties it faces in moving into non-related areas, has forced Wahaha to devote its energies to dealing with mergers and acquisitions and resolving difficulties in unrelated areas. In this paper, we compare and analyze the relevant data of Wahaha brand and other domestic and foreign strong brands in China to find out the factors that affect the competitiveness of Wahaha brand. Take appropriate measures to solve the problem in order to enhance the competitiveness of Wahaha brand. In this paper, the theoretical basis of brand competitiveness research is reviewed, and the practical significance of brand competitiveness research is clarified. Secondly, it introduces the present situation of Chinese beverage industry, and expounds the course of Wahaha brand construction according to the development of Chinese beverage market. Thirdly, using the five-force analysis model to analyze the competitive environment facing Hangzhou Wahaha Group, and taking the SWOT analysis method to synthetically consider the various factors of the internal and external environment of the enterprise and to carry on the systematic evaluation. In this way, we can have a clearer understanding of the internal and external environment we are in, and coordinate the internal strengths and weaknesses with the opportunities and threats outside the enterprise, and make use of our own competitive advantages. Look for opportunities for market development based on changes in the external environment. Finally, on the one hand, according to the results of SWOT analysis, we draw up the strategy of Wahaha brand competition: take advantage of the internal advantages of enterprises to seize the strategy of external opportunities, use external opportunities to make up for the internal weaknesses of the strategy, The strategy of avoiding or reducing the external environmental threat by taking advantage of the inherent advantages is aimed at reducing the internal inferiority and at the same time avoiding the defensive strategy of the external environmental threat. On the other hand, it puts forward the strategic plan to enhance the competitiveness of Wahaha brand, which includes: brand innovation strategy, brand maintenance strategy, and brand extension strategy. Among them, Wahaha's brand innovation strategy includes product and technology innovation, organizational innovation, brand image innovation and management innovation. Wahaha's brand maintenance strategies include brand legal protection, brand communication, brand crisis management and brand culture improvement. Brand extension strategies include independent research and development of new brands, brand positioning of new brands in different beverage markets, adjustment of sales channels, promotion of price wars, value wars, and so on. In a word, through the strategy formulation and strategy planning of Wahaha Group, we hope to improve the competitiveness of Wahaha brand effectively.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82
[Abstract]:With the process of economic globalization, Chinese food and beverage enterprises have to face not only domestic competition, but also challenges from foreign food and beverage multinational enterprises. The competition faced by Chinese food and beverage enterprises has developed from the pure product competition to the current brand competition. Since its establishment in 1988, Hangzhou Wahaha Group Co., Ltd. has made a lot of brilliant achievements, so that its brand competitiveness can be constantly consolidated and strengthened. However, with the domestic and foreign food and beverage enterprises investing a lot of capital in the domestic secondary, tertiary and rural markets, and scrambling for market share, Wahaha's competitive advantage in the domestic secondary and tertiary markets and rural markets has been weakened a little bit. Wahaha's merger dispute with France's Danone, as well as the difficulties it faces in moving into non-related areas, has forced Wahaha to devote its energies to dealing with mergers and acquisitions and resolving difficulties in unrelated areas. In this paper, we compare and analyze the relevant data of Wahaha brand and other domestic and foreign strong brands in China to find out the factors that affect the competitiveness of Wahaha brand. Take appropriate measures to solve the problem in order to enhance the competitiveness of Wahaha brand. In this paper, the theoretical basis of brand competitiveness research is reviewed, and the practical significance of brand competitiveness research is clarified. Secondly, it introduces the present situation of Chinese beverage industry, and expounds the course of Wahaha brand construction according to the development of Chinese beverage market. Thirdly, using the five-force analysis model to analyze the competitive environment facing Hangzhou Wahaha Group, and taking the SWOT analysis method to synthetically consider the various factors of the internal and external environment of the enterprise and to carry on the systematic evaluation. In this way, we can have a clearer understanding of the internal and external environment we are in, and coordinate the internal strengths and weaknesses with the opportunities and threats outside the enterprise, and make use of our own competitive advantages. Look for opportunities for market development based on changes in the external environment. Finally, on the one hand, according to the results of SWOT analysis, we draw up the strategy of Wahaha brand competition: take advantage of the internal advantages of enterprises to seize the strategy of external opportunities, use external opportunities to make up for the internal weaknesses of the strategy, The strategy of avoiding or reducing the external environmental threat by taking advantage of the inherent advantages is aimed at reducing the internal inferiority and at the same time avoiding the defensive strategy of the external environmental threat. On the other hand, it puts forward the strategic plan to enhance the competitiveness of Wahaha brand, which includes: brand innovation strategy, brand maintenance strategy, and brand extension strategy. Among them, Wahaha's brand innovation strategy includes product and technology innovation, organizational innovation, brand image innovation and management innovation. Wahaha's brand maintenance strategies include brand legal protection, brand communication, brand crisis management and brand culture improvement. Brand extension strategies include independent research and development of new brands, brand positioning of new brands in different beverage markets, adjustment of sales channels, promotion of price wars, value wars, and so on. In a word, through the strategy formulation and strategy planning of Wahaha Group, we hope to improve the competitiveness of Wahaha brand effectively.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82
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