天津AA公司的品牌战略研究
发布时间：2018-08-14 09:33
【摘要】： 随着我国改革开放的深入和市场经济进程的加快，民营企业已逐步发展成为促进国民经济持续快速增长的一支不可替代的重要力量。但是在机遇与威胁并存的今天，中国民营企业如何抓住机遇，避免威胁，是所有中国民营企业必须面临的一个首要课题。 天津AA公司是一家高科技民营企业，主要经营核酸类产品、保健酒类产品等。经过十几年的发展，已经初具市场规模，取得了一定的市场份额和较好的品牌知名度。但是，在市场竞争日趋激烈、产品同质化越来越严重的今天，如何保持持续快速的势头，是企业面临的一个重要现实问题。品牌，不仅是现在企业赖以生存和发展的立足之本，还是其保持核心竞争力与可持续发展的必由之路，同时也是影响消费者购买产品决策的最主要因素之一。因此，企业如果想做大做强，在激烈的市场竞争中立于不败之地，，就必须实施品牌战略。本文试图从实证研究的角度出发，通过查阅大量的文献，并且结合公司所处的行业背景及自身的经营状况，运用现代企业品牌战略理论和方法，研究和探索企业生存的根本问题，提出了公司制定品牌战略的合理建议，以及实施品牌战略的策略。 本文分为四个主要部分，首先简介了天津AA公司和天津AA公司实施品牌战略的必要性。其次，分析了保健食品行业现状、天津AA公司现状分析，同时应用SWOT和IFE、EFE，导出公司的SO战略——利用优势与机会走品牌战略道路。随后，指出天津AA公司走品牌战略的具体策略，包括品牌定位、品牌创建、品牌创新、品牌延伸、品牌维护、品牌危机管理。在此基础上，应用数学模型对品牌战略进行预测与评估。
[Abstract]:With the deepening of China's reform and opening up and the acceleration of the process of market economy, private enterprises have gradually developed into an irreplaceable important force to promote the sustained and rapid growth of the national economy. However, with the coexistence of opportunity and threat, how to seize the opportunity and avoid the threat is one of the most important issues that all Chinese private enterprises must face. Tianjin AA Company is a high-tech private enterprise, mainly engaged in nucleic acid products, health care products and so on. After more than ten years of development, has begun to have a market size, has achieved a certain market share and better brand awareness. However, in the increasingly fierce market competition and product homogenization, how to maintain a sustained and rapid momentum is an important practical problem faced by enterprises. Brand is not only the base of enterprise survival and development, but also the only way to maintain its core competitiveness and sustainable development. It is also one of the most important factors that affect the decision of consumers to buy products. Therefore, if enterprises want to be big and strong, they must carry out brand strategy if they are in an invincible position in the fierce market competition. From the perspective of empirical research, this paper tries to use modern enterprise brand strategy theory and method by consulting a large number of documents, and combining with the background of the industry and its own operating situation. This paper studies and explores the fundamental problems of the survival of enterprises, and puts forward reasonable suggestions for the formulation of brand strategies and the strategies for carrying out brand strategies. This paper is divided into four main parts. Firstly, the necessity of implementing brand strategy of Tianjin AA Company and Tianjin AA Company is briefly introduced. Secondly, the present situation of health food industry and Tianjin AA Company is analyzed. At the same time, the so strategy of Tianjin AA Company is derived by using SWOT and IFE EEFE. Then, it points out the specific strategy of brand strategy for Tianjin AA Company, including brand positioning, brand creation, brand innovation, brand extension, brand maintenance, brand crisis management. On this basis, the use of mathematical model to predict and evaluate the brand strategy.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F276.5
本文编号：2182441
[Abstract]:With the deepening of China's reform and opening up and the acceleration of the process of market economy, private enterprises have gradually developed into an irreplaceable important force to promote the sustained and rapid growth of the national economy. However, with the coexistence of opportunity and threat, how to seize the opportunity and avoid the threat is one of the most important issues that all Chinese private enterprises must face. Tianjin AA Company is a high-tech private enterprise, mainly engaged in nucleic acid products, health care products and so on. After more than ten years of development, has begun to have a market size, has achieved a certain market share and better brand awareness. However, in the increasingly fierce market competition and product homogenization, how to maintain a sustained and rapid momentum is an important practical problem faced by enterprises. Brand is not only the base of enterprise survival and development, but also the only way to maintain its core competitiveness and sustainable development. It is also one of the most important factors that affect the decision of consumers to buy products. Therefore, if enterprises want to be big and strong, they must carry out brand strategy if they are in an invincible position in the fierce market competition. From the perspective of empirical research, this paper tries to use modern enterprise brand strategy theory and method by consulting a large number of documents, and combining with the background of the industry and its own operating situation. This paper studies and explores the fundamental problems of the survival of enterprises, and puts forward reasonable suggestions for the formulation of brand strategies and the strategies for carrying out brand strategies. This paper is divided into four main parts. Firstly, the necessity of implementing brand strategy of Tianjin AA Company and Tianjin AA Company is briefly introduced. Secondly, the present situation of health food industry and Tianjin AA Company is analyzed. At the same time, the so strategy of Tianjin AA Company is derived by using SWOT and IFE EEFE. Then, it points out the specific strategy of brand strategy for Tianjin AA Company, including brand positioning, brand creation, brand innovation, brand extension, brand maintenance, brand crisis management. On this basis, the use of mathematical model to predict and evaluate the brand strategy.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F276.5
【引证文献】
相关硕士学位论文 前1条
1 孙文萍;集群品牌建设与产业集群竞争力提升的耦合战略研究[D];沈阳师范大学;2012年
本文编号：2182441
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